Integration Of Communication In Marketing †MyAssignmenthelp.com

Question: Discuss about the Integration Of Communication In Marketing. Answer: Communication New media has brought upon many challenges, along with divided consumer attention and shifting media patterns. In this kind of a situation, the optimal integration of communication in marketing has taken upon an increasing importance. In doing so, marketers face a lot of problems as fundamental changes have to be made profoundly in consumers, brands, and the media. The path of purchasing for consumer has fundamentally changed today, becoming shorter in length, more complex and less hierarchical. Consumers do not just passively acquire brand information by means of legacy mass media channels like TV or print media and stock it up for later use. They instead now actively seek information through new communication channels like websites, blogs, mobile browsers or face-to-face interactions. These fresh ways of communication, however, have opened up better personalization scope for message content, location and timing, allowing marketers the utilization of more media forms for accomplishi ng specific communication objectives (Batra Keller, 2016). Before, marketers just had a small stock of communication modalities for usage in attempting to accomplish multi-brand communication aims. In comparison, today, they have the opportunity to use a much richer range of communication possibilities. Alongside these conventional means of communication, a brand can now use modern communication methods like websites, banners and advertisements to reach a wider range of consumers. With the help of these large number of media choices and their distinctive strengths, today a marketer can possibly align them in a productive way for moving customers in the direction of the brand (Keller, 2016). References Batra, R., Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas.Journal of Marketing,80(6), 122-145. Keller, K. L. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?.Journal of Advertising,45(3), 286-301.