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Emerging Concepts & Issues in IMC

Submitted byMurli Manohar KarwaRoll No.-55MBA(IB)-MarketingFMS-BHU

Submitted toDr. S.K. DubeyFMS-BHU

DIGITALFIRST

DECENTRALIZESOCIAL

MEDIA

MY FRIENDS

I GET BY WITHA LITTLE HELP FROM

Emerging Trends in Marketing Communications

• You’re going to expect:

The Emerging Difference Between Search and Social Media Marketing

• Search is a tactic for when you want to gain engagement from someone who already knows they do a specific thing

• Social media on the other hand is a tactic that can align a brand with an intent that doesn’t currently exist or by peer recommendation of a consumer’s experience of a product, service or brand.

Digital is only going to get bigger

• Almost all agencies and client-sides are talking about growing spend on digital marketing projects– A bigger slice of a shrinking marketing budget– A budget in its own right that’s getting bigger

Behaviour drives Use

• Use of digital is increasing because customers are changing the way they behave– Digital isn't about fashion it’s about

communicating to consumers in a way that coincides with their new behaviour

ONLINE GOESOFFLINE GOES

GOES ONLINE GOES OFFLINE

GOES

ONLINE

OFFLINE…

Unpaid Advertising is Growing

• Consumers experience a brand best from someone else

• The growth in personal referrals• Consumers are increasingly trusting messages

from contacts rather than direct from brands– Valuable but risky– Brand Hijack

We need to do our homework into how customers behave

• Market research remains important• But “listening” via networks is vital

– Reading blogs (tiny influencers)– Creating blogs where customers can comment– Our most critical customer could be our biggest

fan

The Future of Such Marketing

• Every year will remain the year of mobile• Something will replace Twitter• Tablets will replace laptops for casual

interaction