Relationship marketing electronic and integrated communications

Integrated Marketing Communications - Multimedia Marketing

relationship marketing electronic and integrated communications

According to AMA, RM is broadly defined as “marketing with the conscious aim to develop and manage long term and trusting relationship with. Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more from IE Business School. Just how familiar are you with a. Relationship Marketing, Electronic Marketing and Integrated Marketing Communications. These can entail the television, the radio, the Internet and other related.

Internet is noticeably growing in use in Jordan; it is estimated by Telecommunication Regulatory Commission that internet users in Jordan are 5.

relationship marketing electronic and integrated communications

Literature Review Since the s, integrated marketing communication IMC has gained prevalent significance as a strategic marketing management approach Zavrsnik and Jerman, [19] due to the effectiveness of the integration of marketing communications tools i.

This integration optimizes the communication impact on targeted customers Vantamay, [20].

E-Integrated Marketing Communication and Its Impact on Customers’ Attitudes

IMC adopts a holistic view of marketing communications with the objective of synergy of effects Seric and Rijeci, [21]. IMC framework relies upon the deployment of multiple communication channels; inclusive of both traditional communications and E-integrated marketing communication E-IMCto enhance the contribution of each of them. It is rather a relational process and business competency at the same time. Its objective is to develop and maintain strong beneficial relationships with all stakeholders through ongoing two-way dynamic dialogue and communications.

This will have its definite positive impact on sales and profits Zavrsnik and Jerman, [19]. In other words, it is a move with main prints from traditional media to two way channels of communication Tetteh, [7].

As for the term business competency; the capabilities of integrated management for various media channels help to reach superior results and synergistic outcomes Chun et al. A four-discipline model proposed including fifteen sub tools that were inferred from main works researchers studied.

relationship marketing electronic and integrated communications

These four disciplines of E-IMC are online advertising, online public relations PRonline sales promotions and online relationship com- munications. Integration and exploitation of all previous tools are essential to create value to grasp full E-IMC potential resulting in more holistic marketing communications.

E-IMC allows for all types of communication; to transmit information to customers, to provide consultation, to register click through as well as interact online.

The researchers have treated E-IMC tools as one discipline due to their shared characteristics. Moreover, E-IMC is about many-to-many communication, interactivity, hypertextuality, and personalization.

Thus, all that definitely results in efficiency at a sustainable low cost. Jensen [25] suggested five-discipline model that included thirteen communication tools deduced. According to the researchers, E-IMC disciplines are online advertising, online relationship marketing, online interactive communication, online public relations PR and mobile communications. While Winer [8] acknowledged that media landscape has dramatically been affected in the early part of the 21st century due to emergence of new technologies.

The author aimed to provide an overview of this new media employed and stated some major measurement issues, problems, challenges and future research opportunities posed.

Internet advertising had augmented all other established marketing tools used for the last fifty-one hundred years. Although traditional media is not disappearing, major marketers are shifting their spending into the new media categories. The new media is about interactivity, internet and digital media. Marketers are taking advantage of these new media channels to create targeted campaigns that can reach specific segments and engage customers to a much greater extent than traditional media Ho et al.

Relationship marketing and Customer relationship management

Alexandru and Carmen [27] investigated the main role online communication plays in relationship marketing. The researchers figured that although the notoriety of online marketing tools is high, some of these tools, known only by definition, are not used in practice and vice versa.

They mentioned that online tools were classified depending on the purpose whether to attract or maintain customers. Whereas the most efficient online tools to maintain customers relationships are websites, e-newsletters, email marketing, social networks and instant messaging.

Morozan and Ciacu [9] have emphasized, that marketing communication is globalizing on the internet. This rapid adoption of new advanced technologies transformed production, distribution and consumption processes. The optimization of online channels must be deeply rooted and based on key performance indicators. Success is not guaranteed on the internet, it requires originality of products and ideas.

Rakic and Rakic [28] analyzed IMC integration through five aspects; media, communication methods, line of communication and possibilities of interaction, actors in addition to content creation. They emphasized that digital environment changed IMC.

There is a shift towards digitization of communications and entire businesses. This kind of digitization is becoming a necessity for survival in the competitive environment.

relationship marketing electronic and integrated communications

Caywood has posited public relations roles in establishing organizations as an operational member of society. Their perspectives, however, have need of being evaluated in practice. In fact, a 8 review of the literature demonstrates a gap in understanding, as public relations roles in relationship management have been under-developed in integrated communication literature. Research on integration is admittedly explorative to reveal issues Kitchen, et.

Most insight on public relations and integration appears to be opinion-based and normative, rather than research-based and evaluative. This research evaluates public relations against the concept of relationship-cultivation and strategic management of relationships. The purpose of this study is to transcend opinion- based perspectives and evaluate practice against prescribed theoretical perspectives.

Integrated communication has also been underdeveloped in the literature, as studies have been conceptual and have emphasized definitions, rather than processes. In fact, much of the literature comprises definitional debates, and there is a need to evaluate how integration functions.

For this reason, this study evaluates integrated communication as a process involving the integration of communication content, channels, stakeholders, and results. Grunig a has argued that it is time for public relations and integrated communication scholars to conceptualize the communication principles in the context of integration: In particular, this research evaluates integrated communication and its influence on public relations as a relationship management function through case studies of multiple organizations.

This research considers public relations, marketing, relationships, stakeholders, and integrated communication as key concepts under study.

The literature and understanding of these concepts is broad and expansive, and therefore, this study also makes delimitations on the scope of each function under study. Public Relations Cutlip, Center, and Broomoriginally have defined public relations as: In this study, public relations is considered consistent with scholarship that defines it as a strategic relationship management function.

This is particularly relevant as titles reflecting public relations roles throughout the three organizations are not consistent. In fact, organizations have multiple communication functions that fall under this classification, and in this study, organizational functions considered as public relations included media relations, corporate communication, internal or employee communication, publicity, and public affairs, in addition to public relations.

Marketing The concept of marketing in this study is the organizational function that fulfills the roles of sales, advertising, business development, and account management, and is based on the concepts outlined by marketing scholars including Aaker [], Keller []; and Kotler [].

Integrated Marketing Communications

Such advertisements in smaller typeface and are black and white. Television, radio, magazines, and newspapers are becoming more fragmented and reaching smaller and more selective audiences. The rapid growth of communication due to interactive media, particularly the internet have caused the changes in the use of communication through media, with businesses preferring to use modern media over more traditional media methods.

relationship marketing electronic and integrated communications

Consumers cannot avoid new and innovative ways of communication. Traditional forms of marketing communications such as advertising are one way in nature, whereas new media allows marketers to perform a variety of functions. Communication platforms[ edit ] Communication platforms like Skype, Facebook or other types of media have become extremely important means of communication.

Although there are other methods of communications that aren't just related to social mediapeople can also be hugely influenced by their peers, this process is known as social mediation.

Marketing Communication Platforms are a powerful capability for personalizing and expending marketing contents in an automated fashion based on the profile of the recipients. It functions as a similar principle in marketing communications, providing awareness and information about a specific brand or product.

As a result, the context of platforms and how they are defined has changed. Studies reveal many consumers look at review forums and ask friends or peers whom they trust for ratings on products before making a purchase decision. An example is customizing street infrastructure or creating an event such as a flash mob. Research rates guerrilla advertising as having a higher perceived value compared to other communication platforms, which tends to result in a positive consumer response.

Touch points can be either physical or a human interaction between a brand and the consumer which influence customer decision-making process during pre-purchase, purchase and post-purchase. For instance, the service-scape of a purchase touch point such as a retail store can influence the perception of quality and service through lighting and layout or other sensory touch points, for example smell.

Visual appearance can have a significant effect on purchase decision, [36] companies such as Coke a Cola and Pepsi provide a free fridge to distributors to control how products are displayed at the point of purchase. Communication has changed from one direction with companies in control of their message to a dialogue where businesses interact with consumer feedback.

However technology has enabled dialogue within a consumer-centric communication platform. Nike ID is an online application that allows customers to design their shoe and therefore "Just do it online". Academics recognize that marketing communication is an open system and customers are influenced by multiple communication platforms.

It has become one of the most dominant sources of information for most consumers. However, as the internet develops, it is including personal communication as consumers interact with marketers online as well as communicate and share information with one another through the use of social media.

As of [update] approximately 30 million websites have been registered worldwide and million were connected to the Internet. Online advertising includes elements such as: Moreover, personal responses of customers will be collected by corporations and their individual demands will be met according to their desires. On one hand, traditional media are "push" formats where marketers broadcast their messages to customers, but do not allow direct feedback.

The interaction between the two parties is few and far between. On the other hand, Internet media have the attribute of "pull" where customers have the freedom to search for whatever they wish.

relationship marketing electronic and integrated communications

For instance, whenever a consumer types "flower" on Google 's search engine, an advertisement of a specific flower shop might be placed on the top or bottom of the search result page by the Google Adword program.

The traditional one-way "push" communication is supplanted by the more productive two-way "push and pull" interaction. Individualisation[ edit ] Compared with the traditional media where the same information is received by all consumers, Internet media can send information "tailored" to the need of a specific consumer.

This is another advantage of two-way interaction of the Internet media. One of the first and most prominent examples is the personalized service provided by Amazon in which consumers are called by their names and "tailored" recommendations are provided according to their previous purchase records. Douban is a Chinese social networking service website which allows its users to rate movies, TV dramas, music and concerts. It rapidly grew to million registered users in founded in In addition, people who like the same TV drama, like Game of Thronesor fans of the same movie star, such as Tom Cruisewill group together to discuss and share their feelings.

This allows companies to take advantage of mass customisation to sell products or reinforce their brand equity in suitable target groups.

By doing so, the interaction and co-operation of companies and consumers are deepening, widening and multiplying in a variety of ways. Industry restructuring[ edit ] Restructuring followed by disintermediation and reintermediation is one of the essential features of the transition from traditional to Internet marketing communications. The Internet may force traditional distributors or retailers out of business simply because Internet transactions are less costly.

Haoyu Shen, the chief executive of the JD. As an ecommerce business, JD. Social media[ edit ] Social media's market penetration is rising thanks to services like YouTube, Facebook and Instagram. Companies are using these external social media platforms to personally engage with existing and future customers, reinforce brand messaging, influence customer opinions, provide targeted offers, and service customers more efficiently.