Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

Peltier, James W.; Schibrowsky, John A.; Schultz, Don E.

doi:10.1080/02650487.2003.11072841

Cited by 93 publications

(92 citation statements)

References 14 publications

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“…Martyn 2001, Kannan et al 2001, Barnes & Scornavacca 2004, Aungst & Wilson 2005, many studies have emphasized that the emergence of new channels, such as the mobile medium, is significantly altering how companies interface with their customers (e.g. Schultz & Bailey 2000, Parvatiyar 15 & Sheth 2001, Bradshaw & Brash 2001, Peltier et al 2003. Table 2 summarizes the main arguments, apart from mCRM research, of importance for this study.…”

Section: "Mcrm Enables Personalized and Interactive Communication Witmentioning

confidence: 99%

“…Duncan & Moriarty 1998, Stewart & Pavlou 2002, Peltier et al 2003 and following a similar approach in this study the concept interactivity is considered one of characteristics making the mobile medium unique. For instance, Duncan and Moriarty (1998: 8) have stated that "interactivity is a hallmark of the paradigm shift in both marketing and communication."…”

Section: Approaches To Communicationmentioning

confidence: 99%

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Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

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Section: "Mcrm Enables Personalized and Interactive Communication Witmentioning

confidence: 99%

Section: Approaches To Communicationmentioning

confidence: 99%

Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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“…Integrated marketing communication is the strategic coordination of all marketing messages and the alignment of methods of communication to customers be they consumers or other targeted, relevant (external and internal) audiences (Peltier, Schibrowsky, & Schultz, 2003). Schultz, in Jones (1999) defines IMC as 'a planning approach that attempts to co-ordinate, consolidate and bring together all the communications messages, programmes, and vehicles that affect customers or prospects for a manufacturer or service organization's brands'.…”

Section: Background Of the Studymentioning

confidence: 99%

Integrated Marketing Communication and Performance of Kenya Post and Savings Bank

Jemutai¹

2016

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This study examines the Integrated Marketing Communication and Performance of Post Office Savings BankNairobi. Integrated marketing Communication is an integral factor in the success of any firm and therefore a great deal of professionalism is required of the provider due to ever-increasing competition. It's no longer enough to use Traditional advertising but it requires integrated marketing communication where all tools of communication mix was integrated to bring results of performance, a lot has been done to build a strong focused by creating awareness, improving sales, branch expansion, customer loyalty and recruiting of new customers through the use of integrated marketing communication. The main objective of the study is to find out whether Advertising, Sales Promotion Personal selling; Direct Marketing and Public relation is used to improve performance in the bank. The research design was descriptive in nature. Stratified proportionate random sampling technique was used to select the sample. From each stratum the study used simple random technique to select 80 respondents. Data collection instrument was using questionnaires with both closed and open ended questions. Data from 80 employees was analyzed to determine Integrated Marketing Communication effects on performance The data was analyzed using descriptive and inferential statistics and presented using tables, graphs, pie charts. SPSS v. 20 was used to process the data. Findings show that advertising, direct marketing, personal selling, sales promotion and public relations enhance the company's performance by enhancing customer attraction, customer loyalty, sales volumes, branch expansion and reminding customers of the bank's products. The study recommends that management take seriously strategies that can improve the execution of these IMC tools as they are crucial to performance of the company.

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“…Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al, 2004a;Phelps and Johnson, 1996;Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today's society are just three of the areas in which technological innovation has impacted (Pilotta et al, 2004;Peltier, Schibrowsky, and Schultz, 2003;Reid, 2003;Lawrence, Garber, and Dotson, 2002;Fill, 2001;Low, 2000;Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them.…”

Section: Introductionmentioning

confidence: 99%

“…The majority of empirical research has been conducted with advertising and PR agencies or companies located in the United States with a clear tendency toward quantitative methodologies (Jin, 2003(Jin, /2004Peltier, Schibrowsky, and Schultz, 2003;Kitchen and Schultz, 1999;Beard, 1996;Miller and Rose, 1994). Very few studies have concentrated on the business ''client'' perspectives within Europe (Cornelissen and Thorpe, 2001;Low, 2000;Kitchen and Schultz, 1999).…”

Section: Introductionmentioning

confidence: 99%

Integrated Marketing Communication

Kitchen

Burgmann²

2010

Wiley International Encyclopedia of Marketing

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[IMC is a] concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplinesgeneral advertising, direct response, sales promotion, and public relations -and combines these disciplines to provide clarity, consistency, and maximum communication impact (Caywood, Schultz, and Wang, 1991b: 2-3).However, more recent definitions, such as the one presented by Schultz (2004a), add substantial value to old definitions and to the term IMC more generally. The concept is now viewed as a strategic instrument (Schultz, 2004b: 9).IMC is the concept and process of strategically managing audience-focused, channel-centerd, and result-driven brand communication programs over time (Kliatchko, 2005: 21).The new definition seems more appropriate to the twenty-first century, as Schultz acknowledges IMC's importance as a business process and its value to both external and internal audiences. The definition provided by Schultz integrated marketing communication 3 Author and Year Concepts IntroducedCaywood, Schultz, and Wang (1991) and Caywood, Schultz, and Wang (1991b) • Coordination and consistency of messages and communication channels (one sight, one sound) • Use of a variety of communication disciplines to work in synergy based on a comprehensive plan • IMC as a concept Schultz (1991) • Kliatchko (2005: 21) (2004b) has also been used by the American Marketing Association to define integrated brand communication (American Marketing Association, 2007). However, Kliatchko (2005) does not focus explicitly on individual stakeholder groups but rather refers to them as ''audiences.'' In addition, his definition is not as explanatory in nature as Schultz's (2004b), as he underplays the results-driven characteristic of IMC and does not explicitly mention the importance of the long-term brand value and short-term financial returns. As noted by Kliatchko (2005);Schultz's (2004b) definition supplements other IMC definitions through its employment of the terms ''business process,'' ''evaluation,'' and ''measurability''. Many researchers have noted that it may not be possible to agree upon a universal IMC definition, given the various interpretations of IMC and its different values in the academic and commercial spheres (Kliatchko, 2005;Phelps and Johnson, 1996;Stewart, 1996). A critical review of previous definitions of IMC and an assessment of current IMC literature reveals that researchers were able to reduce any IMC definition to five crucial attributes (Kitchen et al., 2004a;Low, 2000): integrated marketing communication1. The communication effort should be directed at consumers in order to affect behavior. 2. An outside-in approach should be utilized, that is, start with the customer first when developing a communication strategy. 3. A well-established relationship between the company and the customer is necessary. 4. To deliver a message correctly all communication activities should be included with contact points integrate...

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Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

Cited by 93 publications

References 14 publications

Mobile Customer Relationship Management: a communication perspective

Mobile Customer Relationship Management: a communication perspective

Integrated Marketing Communication and Performance of Kenya Post and Savings Bank

Integrated Marketing Communication

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