Communication as a Marketing Strategy: Cross-cultural Analysis of Young People from Mexico and Colombia Based on Demographic Segmentation

Abstract

The purpose of this article is to rank and analyze the acceptance of Integrated Marketing Communications (IMC) from the perspective of young people. This comparative study was done with university students from the cities of Villavicencio, Colombia and Coatzacoalcos, Mexico. A quantitative research was conducted through the use of 1591 surveys done by subjects between 17 and 25 years of age. The results showed that there are no significant differences regarding the ranking of these IMC tools. All the participants coincided in deeming direct marketing as the most important tool and sales promotion as the least important one. However, the demographic analysis by nationalities showed that there are differences in those assessments. The conclusion is that young consumers prioritize personal selling because the seller seeks to understand and satisfy their needs in the consumption of goods and services.

Interactive Marketing of Insurance Service and its Role in Customer Relationship Management: Applied Research in the Iraqi Insurance Company

“…Communication is defined as a dynamic process that aims to create a common and fundamentally indispensable understanding for individuals, groups and organizations, through which information, ideas and feelings are transferred and exchanged between all parties to the communication process (Abbas, 2016, 150) a set of written audio and visual symbols and messages sent From a company to a group of customers (Hisham, 2019, 4) a group that can communicate with each other in a mutual way that allows service providers and recipients to communicate and understand each other (Hamza, 2020, 16), as the organization currently requires "the implementation of communication management to achieve a good brand position Communication does not only include the development of formal and informal written and spoken messages, but also includes aspects of the organization such as codes, procedures, behavior and values (Gomez & Perez, 2018). 174), that communication represents an "important" aspect to achieve higher levels of employee participation, that is, when the organization successfully communicates with employees, they enjoy increasing levels of participation and as a result the organization can thrive if these communications increase by building employee participation and thus increasing their efficiency and creativity for innovation And the creation of new ideas that contribute to the development of future plans for communications (Santoso et al, 2023, 191), communication is concerned with the availability of information among workers at various administrative levels to increase their willingness to take responsibility, and effective communication enhances creativity among workers and depends on the workers' acquisition of information by choosing appropriate means to deliver Information and its dissemination (Lifta et al, 2021, 6).…”

Investigating the Situated Culture of Multi-Channel Customer Management

“…However, there is a few research studies that have examined the influence of national culture on the customers' channel choice throughout customer life cycle (Choi and Park, 2006;Schrodera and Zaharia, 2008;Telci, 2010;Kumar & Pansari, 2016;Khan et al, 2017;Bertrandie & Zielke, 2017;Madichie et al, 2017;Watson et al, 2018). Gómez & Pérez, (2018) have recommended to further studies in other countries as their study focused on three German speaking countries in Europe.…”

“…The introduction of new channel to customer services, such as telephone and the Internet, is becoming widespread (Hughes, 2006;Gómez & Pérez, 2018;Ameen & Willis, 2019). Peltola et al, (2015) have claimed that, change in customer behavior towards increased use of digital services throughout the buying process drives retailers to rethink their services.…”