{"id":5059,"date":"2024-10-12T11:54:57","date_gmt":"2024-10-12T11:54:57","guid":{"rendered":"https:\/\/workhouse.sweetdishy.com\/?p=5059"},"modified":"2024-10-12T11:54:58","modified_gmt":"2024-10-12T11:54:58","slug":"impact-of-digital-channels-on-imc","status":"publish","type":"post","link":"https:\/\/workhouse.sweetdishy.com\/index.php\/2024\/10\/12\/impact-of-digital-channels-on-imc\/","title":{"rendered":"IMPACT OF DIGITAL CHANNELS ON IMC"},"content":{"rendered":"\n

With an understanding of the four pillars of IMC, let us look at the impact integration of digital channels had on overall marketing communications:<\/p>\n\n\n\n

    \n
  1. Intent-based marketing (search marketing): <\/strong>With the incorporation of search-based marketing communication, not only do firms get to know the top keywords which are important to their customer set with regards to the products they aim to sell, but it is also the most credible medium to take customers from an intent to the consumption stage in the least possible time.<\/li>\n\n\n\n
  2. Brand marketing (display\/digital advertising): <\/strong>With display having the power to track all online customer actions and send them targeted messages based upon each marketing-funnel stage interaction, this form of advertising extends a creative and immersive angle to other integrated communication channels.<\/li>\n\n\n\n
  3. <\/a>Content marketing (website, blog, native content<\/strong>): Digital content as also in the case of traditional content is a powerful addition to the marketer\u2019s communication armoury and with the emerging usage of native content and advertorials, it becomes crucial to have a strong online content marketing strategy for each campaign.<\/li>\n\n\n\n
  4. Community-based marketing (social media, business platforms): <\/strong>With digital community channels providing a quick, responsive, and immediately accessible word-of-mouth option, it has grained a lot of prominence in improving brand trust and letting consumers know that similar people also have a preference for the product they are about to purchase.<\/li>\n\n\n\n
  5. Partner marketing (affiliate marketing, sponsorships, PR)<\/strong>: With the need for communication extending to multiple destination sites, instead of just one portal, partner marketing helps the overall IMC program reach out to customers with varied interests on the online destinations they like to visit.<\/li>\n\n\n\n
  6. Communication channel marketing (e-mail, messaging, sms):<\/strong> Through details collected from traditional visits and feedback forms, companies now have options to pursue personal data for permission-based marketing, wherein communications are guided by seeking customer permissions rather than pushing the product onto the consumer. Online offers are being integrated with offline purchases, through offers, coupons, location-based marketing, contests, and other successful techniques.<\/li>\n\n\n\n
  7. Platform-based marketing (mobile, video, media platforms kiosks, In-apps): <\/strong>Finally, with new technology platforms being developed and adopted, there are tremendous possibilities to improve reach, extend branding, customized interaction, all of which form the core of IMC exercise.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    With an understanding of the four pillars of IMC, let us look at the impact integration of digital channels had on overall marketing communications:<\/p>\n","protected":false},"author":1,"featured_media":5004,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[588],"tags":[],"class_list":["post-5059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-consumer-for-digital-marketing"],"jetpack_featured_media_url":"https:\/\/workhouse.sweetdishy.com\/wp-content\/uploads\/2024\/10\/consumer-behavior.png","_links":{"self":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts\/5059","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/comments?post=5059"}],"version-history":[{"count":1,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts\/5059\/revisions"}],"predecessor-version":[{"id":5060,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/posts\/5059\/revisions\/5060"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/media\/5004"}],"wp:attachment":[{"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/media?parent=5059"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/categories?post=5059"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/workhouse.sweetdishy.com\/index.php\/wp-json\/wp\/v2\/tags?post=5059"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}