Integrated Marketing Communication: A Systematic Study from Media Channels to Digital Connectivity of New Age Consumers

Teena Mishra
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Teena Mishra: PSS Central Vocational Institute

Chapter Chapter 9 in Digital Entertainment, 2021, pp 173-185 from Springer

Abstract: Abstract In this fast-paced technological advancement we are moving toward digitalization. Since the popularity of the marketing communication channel conventional media channels are newspaper, television, radio, direct mail and the yellow pages. Digital epoch changed everyone lives. Internet services empowered individuals on various sites like facebook, google, e-bay, paypal, amazon, yahoo, and netflix. Facebook users in India are about 346.2 millions in India in 2020, which is an example that connects people easily ( www.statistia.com ). Digital marketing is a platform that helps to share feelings, information’s, and attitude. It makes great impact on our life. Digital technologies are treated as a family member as every member spares their time in it. Digital technologies changed everyone’s life and marketers get the chance to know about customer’s habit, technologies, and preferences that is not possible in other conventional marketing channels. It improves communication and to get in touch with customers in small budget or cost. Selection of the right marketing communication channel is the strategy of the business to compete in the communication field (masterful-marketing.com). For this lots of efforts are doing by the marketers or business persons to create stronger relationship with the customers through their marketing communication tools with the use of digital technologies.

Keywords: Digital marketing; Marketing communication; Digital channels (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-981-15-9724-4_9

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