Strategy in Direct and Interactive Marketing and Integrated Marketing Communications

Customer Loyalty and Integrated Marketing Communications among Subscribers of Telecommunication Firms in Lagos Metropolis, Nigeria

“…Thus, persuasive and public awareness must be continuous by mobile network service providers in order to highlight the firm's capability at all time in meeting customer needs through various research-driven and innovative products/services, in order to ensure sustainable customer loyalty to the firm in the mix competition within the industry. Contrary to the position of Csikósová et al, (2014) and Jones (2008) that none of the four elements of IMC (direct marketing, advertising, sales promotion and public relation) is inherently superior or inferior; they all have important functions in an integrated campaign. It is evident that subscribers in the telecommunication industry favoured public relation and advertisement more as promotional tools that influence their loyalty to a telecoms service provider.…”

“…IMC is an approach where firms communicate a firm's brands through the integration of different elements of a promotional mix for working together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand's core message. The fundamental goal of IMC is to maximize the synergetic potentials of different marketing communications discipline as a whole and not in isolation, which in most cases maximizes their cost-effectiveness (Csikósová et al, 2014).…”

Television Advertising in the Multiscreen and Multitasking Age: Does it Work for Millennials?

“…However, most researchers regard IMC as a concept where the brand identity is preserved through all the channels used in the communication mix (Laurie, Mortimer, 2019). Thus, IMC can be defined as an approach to brand communications where different channels and tools work together to create a seamless experience for the customer and present them with a similar tone and style that reinforces the brand's core message (Csikosova et al, 2014). O. Duralia (Duralia, 2018) emphasises the need to recognise the variety of channels their perception by consumers and also to utilise their efficient combination and integration.…”

B2C smart retailing: A consumer-focused value-based analysis of interactions and synergies

“…The very concept of B2C interaction therefore has been redefined in terms of motivators and values, with consumers' role becoming more active and participative and the B2C relationship becoming increasingly 'symbiotic' (Zwass, 2010, Ngo and O′Cass, 2013and Pantano and Timmermans, 2014. Consequently, the traditional integrated marketing communications (IMC) mix required significant adaptation to emerging trends and new technologies, as well as to consumers' parallel changing behavioral patterns and underlying motivators (Thrassou and Vrontis, 2009, Csikosova et al, 2014and Oancea and Mihaela, 2015. Direct marketing and word-of-mouth (WOM) were found to be the primary IMC elements pertaining to digital marketing, particularly in the context of B2C smart retailing.…”