Integrated marketing communications paradigm in digital environment: The five pillars of integration
This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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University Dzon Nezbit
2014-01-01
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| Series: | Megatrend Revija |
| Subjects: | |
| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdf |
| _version_ | 1819156447445909504 |
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| author | Rakić Beba Rakić Mira |
| author_facet | Rakić Beba Rakić Mira |
| author_sort | Rakić Beba |
| collection | DOAJ |
| description | This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radio; television; direct-response media - telephone, direct mail, catalogue marketing; billboards; other 'specific media': product - especially brand, packaging; price; place; people; process; physical evidence; traditional/offline consumers - WOM communications) and digital media ( the Internet; mobile phones and other mobile devices; digital newspapers and magazines through the Internet and mobile devices; digital radio; digital TV; digital consumers - digital WOM communications). Second, integration in terms of communication methods, it means that IMC are a mix of traditional promotion (advertising, personal selling, public relations & publicity, direct marketing, sales promotion), digital communications/interactions (Internet communications, mobile communications, communications via digital radio and TV) and WOM communications/interactions (offline and online). Third, integration in terms of time of communications and possibilities for interaction, it means that IMC are a mix of traditionalstatic communications ('monologue' towards the target audience) and dynamic communications ('dialogue') in real time. Fourth, integration in terms of actors, it means that IMC are a mix of communications initiated both by consumers (WOM communications - offline and online/e/digital) and organizations. Fifth, integration in terms of content creation, it means that IMC are a mix of communications based on consumer generated content and marketing content (created by organisations). |
| first_indexed | 2024-12-22T15:53:01Z |
| format | Article |
| id | doaj.art-4f409b8be3a743d7bec70052980bd9ea |
| institution | Directory Open Access Journal |
| issn | 1820-3159 |
| language | English |
| last_indexed | 2024-12-22T15:53:01Z |
| publishDate | 2014-01-01 |
| publisher | University Dzon Nezbit |
| record_format | Article |
| series | Megatrend Revija |
| spelling | doaj.art-4f409b8be3a743d7bec70052980bd9ea2022-12-21T18:20:52ZengUniversity Dzon NezbitMegatrend Revija1820-31592014-01-0111118720410.5937/MegRev1401187R1820-31591401187RIntegrated marketing communications paradigm in digital environment: The five pillars of integrationRakić Beba0Rakić Mira1Megatrend University - Faculty of Business Studies, Belgrade, SerbiaMegatrend University - Faculty of Business Studies, Belgrade, SerbiaThis paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radio; television; direct-response media - telephone, direct mail, catalogue marketing; billboards; other 'specific media': product - especially brand, packaging; price; place; people; process; physical evidence; traditional/offline consumers - WOM communications) and digital media ( the Internet; mobile phones and other mobile devices; digital newspapers and magazines through the Internet and mobile devices; digital radio; digital TV; digital consumers - digital WOM communications). Second, integration in terms of communication methods, it means that IMC are a mix of traditional promotion (advertising, personal selling, public relations & publicity, direct marketing, sales promotion), digital communications/interactions (Internet communications, mobile communications, communications via digital radio and TV) and WOM communications/interactions (offline and online). Third, integration in terms of time of communications and possibilities for interaction, it means that IMC are a mix of traditionalstatic communications ('monologue' towards the target audience) and dynamic communications ('dialogue') in real time. Fourth, integration in terms of actors, it means that IMC are a mix of communications initiated both by consumers (WOM communications - offline and online/e/digital) and organizations. Fifth, integration in terms of content creation, it means that IMC are a mix of communications based on consumer generated content and marketing content (created by organisations).http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdfintegrated marketing communicationsparadigmtraditional communicationdigital communicationWOM communications |
| spellingShingle | Rakić Beba Rakić Mira Integrated marketing communications paradigm in digital environment: The five pillars of integration Megatrend Revija integrated marketing communications paradigm traditional communication digital communication WOM communications |
| title | Integrated marketing communications paradigm in digital environment: The five pillars of integration |
| title_full | Integrated marketing communications paradigm in digital environment: The five pillars of integration |
| title_fullStr | Integrated marketing communications paradigm in digital environment: The five pillars of integration |
| title_full_unstemmed | Integrated marketing communications paradigm in digital environment: The five pillars of integration |
| title_short | Integrated marketing communications paradigm in digital environment: The five pillars of integration |
| title_sort | integrated marketing communications paradigm in digital environment the five pillars of integration |
| topic | integrated marketing communications paradigm traditional communication digital communication WOM communications |
| url | http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdf |
| work_keys_str_mv | AT rakicbeba integratedmarketingcommunicationsparadigmindigitalenvironmentthefivepillarsofintegration AT rakicmira integratedmarketingcommunicationsparadigmindigitalenvironmentthefivepillarsofintegration |