MKT 498 University of Phoenix Week 1 Integrated Marketing Discussion

Respond to the following in a minimum of 175 words:

What is integrated marketing? What is the value of integrated marketing in today’s business environment? As part of this discussion, describe the role of branding in developing integrated marketing communications. How does branding benefit the company?

Reply to at least 2 of your classmates. Be constructive and professional in your responses.

1. Integrated marketing can be loosely defined as a strategy marketers employ that begins with a foundation of branding and planning, followed by the usage of a variety of ethical methods of promotion to reach a customer and influence their buying decisions. In today’s business environment, using the totality of the IMC components has likely never been more essential. Given global usage of more and more media platforms, knowing how to reach a customer in a variety of ways is important to a successful marketing plan. Having more utility within a marketing plan provides more opportunities for engagement, and more flexibility in terms of achieving marketing objectives. The branding component of an integrated marketing plan is important in that it creates an ever so important impression on the consumer. Branding invokes an emotional appeal, as well as relaying what the company stands for, which in turn attracts the desired target market. A powerful brand allows a company to charge for increases prices, increase customer loyalty, improve the customers overall experience, and further increases the value and positive differentiating characteristics of the brand. A great brand attracts quality employees, which attract quality customers, which increases repeat buyers and more revenue for the company.

2.Integrated marketing is a unified, immersive, cost-effective strategy that makes the most out of your marketing budget. It relies on brand identity and storytelling to create a strong, singular message to focus on

This increased efficiency can, therefore, allow organizations to maximize their marketing reach across all channels.

On the other hand, lead generation success is ensured by the foolproof multi-step process of integrated marketing.

For example, integrated marketing communication (IMC) employs several channels to convey the campaign messages. This increases the effectiveness of activities that are used to convert strangers into prospects and prospects into customers.

This multi-channel approach uses various marketing channels to engage your target audience at the right place and at the right time. This enables prospects and customers to interact with your brand via their preferred channel.

That’s why integrated marketing strategies are often called integrated marketing communications or IMC.

The brand used their clever campaign hashtag, #shareacoke, across all social media channels and published effective videos that transformed the phrase, into an all inclusive experience which highlighted a sense of pride and sense of personal ownership.…

Prof. Angela


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