The role of marketing to organisations whether small, medium or large is a very important one. Just like many other fields of endeavour, marketing has also evolved. Concepts such as integrated marketing communication (IMC) have even developed and it encompasses various sub-parts. IMC is comprised of advertising, public relations, direct marketing, personal selling and sales promotion. Thanks to the internet, virtually every aspect of the IMC process also goes on electronically. The internet has become an advertising medium, sales promotion goes on and firms even address image issue online. The internet is the medium where all forms of aggressive marketing techniques take place.
These days, it is impossible to log online for two minutes without seeing a form of integrated marketing communication. If the website you are visiting is not advertising something then your email box will contain one form of direct marketing or the other. If any of these does not happen to you (don’t worry, it will) then you will get a pop-up window which I must confess that I hate terribly. One can safely say that the internet is littered with marketing without stepping on anyone’s toes. Well known search engines generate big advertising revenues for their owners while social networking sites have also been turned into a hub for generating millions in revenues. Most firms are into one form of internet marketing or the other. Everyone does it including phone network providers who employ techniques to see worldwide roaming fees compared. This trend does not look like it will ever end so brace up for more Integrated Marketing Communication on your computers.