Benefits Of Integrated Marketing Communication Essay

1157 Words Oct 26th, 2016 5 Pages
The challenges that many companies have is how to market and advertise their service and product. Social media marketing is seen by many experts as the new ground for marketing that include Snapchat, Facebook, Twitter, Instagram, YouTube, and LinkedIn (Moorman, 2014). Everyday information and knowledge is shared in real time in different social media sites. Research says that the idea of integrated marketing communication (IMC) is to create consistency and interaction by combining marketing communication elements so that they support and enhance each other as well as to promote potential communication understandings (Duncan & Everett, 1993).
Social media is a group of internet based applications that is built on the ethical and technological foundations of Web 2.0, which facilitates the creation and exchange of user-generated content. For example, companies today are using some or all of the new media to develop targeted campaigns that reach specific segments and involve their customers to a much greater extent than traditional media (Weinberg, 2009). Social media is perceived by customers as a more trustworthy source of information regarding products and services than communications generated by organizations transmitted via the traditional elements of the promotional mix.
The incorporation of company and consumer generated communications also aids in the development of a marketing strategy that is organized for social media. For instance, some of the advantages of…

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