Importance of Digital Media in Integrated Marketing Communication
Digital Media consists of various Platforms and Means of Communication like E-mail, Website, Application, Twitter, Facebook, YouTube, Instagram, Snapchat, etc. It may not be possible for Companies to use every Digital Media for their Marketing. Still, most Companies use More than one Digital Media Platform for reaching out to the Customers and promote their Products.
Integrated Marketing Communication requires consistent messaging across all the Media Channels. So, for example, an Ad is placed in a newspaper or TV, it would be essential to post the same on the Digital Media which the Company uses to reach out to their customers. Digital Media has the unique benefit of enabling instant response from the users, so the Company can immediately respond about the Ad it has placed from the Digital Media users. Similarly, Customers can reach out to the Company via Digital Media for their Queries, Feedback, and Complaints. In traditional media, Companies reach out to the Customers, whereas Digital Media makes it possible and easy for the Customers to reach out to the Company. This feature enhances the importance of Digital Media in Integrated Marketing Communications by the Company.
Using Digital Media for Integrated Marketing Communication
Digital Media can be used in many ways jointly with Print Media, TV, and Radio. This is also known as Cross-Channel Marketing, where One Channel drives the traffic to other Channels. Following are some of the examples in which can use Digital Media under Integrated Marketing Communication:
Pre-Launch – Before launching the Product and before releasing Ads on TV, companies can create a buzz about their Products by using E-mail Marketing and social media like Twitter and Facebook. This can help create the demand before the product launch, which would complement the other Marketing efforts of the Companies for the Launch of their Products.
Announcing Sale, etc. – Digital Media like E-mails and other Social Media Platforms can be used by Companies to announce Sales and other Promotions. Customers can be guided to the Companyâ€™s Stores when such announcements are being made. Digital Media will strengthen the efforts of the Companies and would help in increasing Footfalls and Sales.
Feedback – Digital Media offers Companies to get the instant feedback from their customers. Companies can get voting about their other Marketing Programs, their Products, Customer Experience, etc. Say, for example, Company has sent Samples of their products along with the Newspaper, and then it can ask the Customers to vote or give their feedback through Digital Media. The benefit of this instant feedback is immense as the Company would get an idea about Customersâ€™ experience in a very short period.
Data Analysis -Data created by Digital Media, especially Social Media, has immense value. They can be mined and analyzed to study the Customersâ€™ Preferences, Success of Marketing Campaigns, Productsâ€™ positives and negatives. Such Analysis can help design future Marketing Programs, and help, improve the Product and Services of the Company.
Challenges when using Digital Media in Integrated Marketing
One-on-one interaction and communication speed are the advantages of integrating Digital Media in the Companyâ€™s Marketing Communication. But they pose certain peculiar challenges to the Companyâ€™s Marketing Team, which are:
Speed at which the Information Travels – Digital Media especially Social Media poses a great challenge when the Message intended to be conveyed by the Company is not received well by the Users. Few Negative Comments and Trolling can result in damage to a well-planned and costly marketing campaign. This can have serious implications on the Brand Value as well as Product Sales of the Company.
Inadequate Client Response – Using Digital Media enables Companies to get Customer Feedback and Complaints Digitally. If the Company does not have an adequate and satisfactory Response and Redressal Mechanism, using Digital Media would backfire, and the disgruntled Customer would announce to the world about the lacking and inadequacy of the Company by going to the same Digital Media.
Lack of Resources to analyze the Information – Using Digital Media in Integrated Marketing would generate lots of Data and Information which should be used and analyzed to develop further Marketing Strategies. If the Company does not have enough resources for this purpose, it would not effectively utilize Digital Media.
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