Implementing changes in integrated marketing communication strategies in South Africa.
Date
2013-10-08
Authors
Brauns, Myrna
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Abstract
The marketing landscape has changed due to rapid advancement in
technology, globalisation and the internet. Marketing has become a relationship
consisting of two-way communication. Integrated marketing communications
(IMC) is more of a holistic imperative. The marketing professional needs to
adapt their IMC strategies to incorporate these new developments.
The report examines the impact that the changes in communication are having
on IMC strategies. It also examines the challenges that the marketing
professional faces, as a result of these changes, in the implementation of an
IMC strategy.
The research was conducted using qualitative methodology, utilising a semistructured
interview schedule. In-depth interviews were conducted with 11
marketing professionals, the data was content analysed, and themes were
established.
The research into changes in IMC strategies elicited five themes which are:
communication is more interactive and instantaneous; the advances in
information technology (IT) enhance data gathering and predictive analytics;
alternate channels of communication are available and media consumption is
changing; IMC is a holistic marketing strategy which creates a brand
experience; and compliance to legislation and reputation management.
The research also uncovered four challenges that marketers face which
contribute to the ineffective implementation of IMC strategies. These challenges
are: corporate silos; budget constraints; un-coordinated internal and external
resources; the lack of utilisation of suitable marketing metrics; and new skills for
marketing professionals
Description
MBA thesis
Keywords
Integrated marketing communication, Marketing, Communication