IMC - P Sample
IMC - P Sample
IMC - P Sample
Create Content for a Marketing Channel for Meeting the Specified Communication
Objectives.............................................................................................................................16
A/B Testing......................................................................................................................22
Analytics Tools................................................................................................................22
ROI Calculation.............................................................................................................23
Conclusion................................................................................................................................24
References................................................................................................................................26
Page | 2
Introduction
This study will comprehensively address the integrated marketing communication (IMC) plan
and its various components. We will discuss the necessary marketing message mix for the
introduction of the new product. The study will also address the speaking techniques that will
be used to achieve the communication objectives. Furthermore, it is essential to have a
comprehensive understanding of how to effectively present a business product by employing
Integrated Marketing Communications (IMC) strategies. The study project will provide a
comprehensive analysis of business communication principles and communication planning
methodologies. This demonstration aims to showcase different approaches to monitoring
Integrated Marketing Communications (IMC) specifically for green innovations.
Additionally, it will illustrate the many phases of the marketing plan employed to introduce
the new products. The paper will highlight the significance of Integrated Marketing
Communications (IMC) and its potential impact on the introduction of new products.
Additionally, it will encompass the principles and intricacies of Integrated Marketing
Communications (IMC) specifically for the commercial activities of Green Innovations.
Overall, the study will aid in developing a comprehensive marketing strategy for the next
product launch.
Page | 3
utilize earned, bought, and controlled media, among other strategies, to market itself. Their
paid media plan will include advertising on Google and social media platforms, search engine
optimization, email blasts, and influencer marketing. We will incorporate many elements
such as websites, blogs, content marketing, social media posts, networking with influential
persons, and search engine rankings into the company's paid media plan. Green Innovations
will implement a marketing strategy that includes the creation of its own website, blog, and
social media profiles (Chen et al., 2021). One type of managed media that the firm may
utilize is fully controlled websites. Furthermore, chat rooms may also be included among
blogs, webpages, and applications. Effectively leveraging these marketing communication
platforms will enable Green Innovations to promote its new product.
Page | 4
The Role of Marketing Communication
1. Building Brand Awareness Attracting and maintaining marketing attention for your
organization relies on effective communication. Get the
word out about EcoSip and all the great things it can do
for the environment. You can accomplish this goal by
utilizing influencer marketing, social media, public
relations, and commercials. Commercials display the
same way across all platforms. Reaching out to the right
people can help Green Innovations remind them about
EcoSip.
2. Educating the Target Business buyers should be familiar with EcoSip.
Audience Provide extensive details regarding the product's
advantages and how it impacts the environment. Some
great platforms for sharing instructional material
include email, video, blogs, and social media. Through
open and honest conversation, people can gain a greater
grasp of how EcoSip impacts their daily lives.
3. Generating Interest and The goal of marketers when they talk about brands is to
Engagement make sales. Interesting material, enthralling social
media posts, and ads could boost EcoSip. Persuasive
direct marketing materials, like handwritten letters, urge
people to discover more about a product.
4. Building Brand Credibility EcoSip's reputation and trustworthiness are built on
and Trust public relations. Green Innovations might bolster their
reputation by partnering with prominent figures and
respected health and environmental publications.
People have more faith in a company when they see
that it cares about things like quality, the environment,
and maintaining open lines of communication.
5. Getting the customer to act Shopping, magazine subscriptions, and social media
engagement are all highly encouraged. This is the main
goal of marketing communication. Promotions, targeted
advertising, and search engine optimization (SEO) are
Page | 5
all examples of marketing communication strategies
that aim to motivate people to do something. Green
Innovations can convince people to buy EcoSip by
explaining why it's a good idea and what advantages it
offers.
6. Making feedback and Customer feedback is essential for marketing
improvement easier interaction to be improved over time (Hartanto,
Firmansyah, and Adhrianti, 2022). Green Innovations
might find out a lot about its customers' tastes through
surveys, social media, and in-person chats. By listening
to customer input, EcoSip can improve their products
and find new ways to promote them. This aids the
company in meeting customer demands and staying
competitive in the market.
Green Innovations can more efficiently spread the news about their new reusable water bottle
by contacting businesses in new and creative ways. A fresh addition to the company's
marketing mix can have a significant impact on how it markets. One innovative method to
connect with local clients and boost sales is through Facebook adverts (Mazzucchelli et al.,
2021). As proponents of direct marketing, we believe that visiting prospective clients in
person gives the sales process a more human touch. These original concepts not only
facilitate novel forms of communication, but they may also facilitate the successful launch of
Green Innovations' new product.
Both advertising and public relations (PR) are vital parts of any business plan, yet they
accomplish different goals in terms of communication. Many other types of media, such as
digital, radio, and print, disseminate sponsored advertisements (Kim, 2021). With its precise
scheduling and messaging controls, you can be sure that your audience will be reached
Page | 6
consistently. Instantaneous increases in both brand recognition and sales can be achieved
through advertising, particularly when the messaging is clear and engaging. Conversely,
public relations focuses on managing public perception of a brand through unpaid means
such as events, press releases, and media coverage (Wiley, 2020). Public relations employs
earned media to bolster credibility because it is seen as an endorsement from an outside
source. In many cases, this is the most cost-effective way to build trust and confidence over
time. Whether you're launching a new product or dealing with a crisis, public relations is your
best bet for managing your reputation and establishing a positive image for your brand.
Despite their differences, direct marketing and social media both allow for one-on-one
interactions with consumers. With the help of social media platforms like Facebook,
Instagram, and LinkedIn, businesses can engage with their customers in real-time, share
content, and build a community around their brand all at a low cost (S Chober, 2020).
Through influencer partnerships and viral content, social media is great at expanding
audiences, boosting engagement, and strengthening brand loyalty. In contrast, direct
marketing makes use of one-on-one interactions by direct mail, phone, or email (Bala, 2019).
Instantaneous replies and quantifiable outcomes are driven by this channel's ability to allow
highly tailored message that is suitable for specific customer segments. The three main goals
of direct marketing are lead nurturing, increased repeat business, and the distribution of
targeted promotions to certain demographics of consumers.
Content marketing uses blogs, articles, and videos to attract and retain readers (Du Plessis,
2020). It builds credibility, trust, and organic traffic using SEO-friendly content to educate
and create brand authority over time.You can sponsor and cooperate with other firms, groups,
and events to reach more people (Wang, 2020). This method boosts brand awareness and
reputation by partnering with trustworthy organizations. Strategic alliances and sponsorships
can generate new customers, boost brand credibility, and start joint marketing efforts.
Communication Objectives
Page | 7
Smart Communication Objectives
Increase Brand Increase EcoSip Achieve a Leverage Essential for Within the
Awareness brand awareness 20% social media capturing first 3 months
among target increase in ads, influencer initial interest of launch.
customers in the brand marketing, and and
eco-friendly recognition SEO to boost establishing
market segment. surveys. visibility. brand
presence.
Generate Leads Generate leads Obtain Use targeted Critical for Within the
from interested 5,000 email building a first 6 months
customers qualified marketing potential of launch.
through digital leads. campaigns and customer base.
marketing lead magnets.
efforts.
Enhance Website Drive traffic to Increase Implement Necessary for Within the
Traffic the EcoSip website SEO strategies online first 4 months
website through traffic by and paid search visibility and of launch.
online marketing 50%. advertising. engagement.
channels.
Boost Social Increase Achieve a Post engaging Important for Within the
Media engagement on 30% content and building a first 3 months
Engagement social media increase in interact with community of launch.
platforms like likes, shares, followers and fostering
Instagram, and regularly. brand loyalty.
Facebook, and comments.
Twitter.
Improve Improve the Achieve a Optimize the Essential for Within the
Conversion Rates conversion rate 15% website for maximizing first 6 months
of visitors to conversion better user sales and of launch.
customers on the rate on the experience and
Page | 8
EcoSip website. website. streamline the revenue.
purchase
process.
Establish Media Gain media Secure 10 Use PR Vital for Within the
Coverage coverage in top media campaigns and credibility and first 3 months
environmental placements press releases reaching a of launch.
and health in relevant to pitch to broader
publications. publications. media outlets. audience.
Build Influencer Establish Collaborate Identify and Crucial for Within the
Partnerships partnerships with with 15 reach out to leveraging first 4 months
eco-friendly influencers influencers influencer of launch.
influencers to with a aligned with reach and
promote EcoSip. following of the brand’s credibility.
10k+ each. values.
Increase Email Grow the email Increase Create Important for Within the
Subscribers subscription list email compelling direct first 5 months
for EcoSip subscribers sign-up communicatio of launch.
updates and by 40%. incentives and n and
promotions. regularly marketing
update the efforts.
email content.
Enhance Engage with Achieve a Use direct Vital for Within the
Customer customers 25% marketing customer first 3 months
Engagement through increase in tactics and satisfaction of launch.
personalized customer personalized and loyalty.
communication interactions email
and content. (feedback, campaigns.
queries).
Increase Sales Drive sales Achieve Combine Necessary for Within the
Revenue revenue through $100,000 in various the financial first 6 months
strategic sales promotional success of the of launch.
Page | 9
marketing revenue. tactics product
campaigns for including launch.
EcoSip. discounts and
bundled offers.
EcoSip for Green Innovations helped the communication planning process to find the
necessary criteria for a successful integrated marketing communication (IMC) plan, therefore
included various important components. The company must first decide which products it
wants to sell in order to guarantee the fit of the words for every item and their intended
audience. The next phase should consist in defining certain goals for corporate
communication. Two other possible contributing elements could be improving brand
awareness and increasing the database leads count of a corporation. Furthermore it implies
stressing the EcoSip product's ecological sustainability and benefits. Making ensuring all
messaging and communication tools are consistent and logical is absolutely vital while
putting a plan into effect. Website visit data and brand knowledge polls can help to assess and
improve the effectiveness of the approach. Green Innovations can help EcoSip reach its stated
objectives in the communication planning by using this strategy.
Situational Analysis
In order to ascertain the market's current state and the product's position, Green Innovations
must conduct a situational analysis prior to launching EcoSip for sale. It entails an assessment
of the business environment, which includes the analysis of competition, customers, changes
and trends, and strengths and weaknesses. In order to integrate this perspective, Green
Innovations should evaluate its product development tools, sales force, and manufacturing
tools. Custom marketing strategies regarding a specific demographic cannot be exclusively
predicated on demographic and psychological data. Analysis of competitors' offerings and
Page | 10
marketing strategies may provide an advantage. EcoSip's market scale may be influenced by
government regulations and environmental trends. Green Innovations can effectively launch
EcoSip by developing a comprehensive scenario analysis that includes a robust marketing
communication strategy that targets their target consumers.
Green Innovations must connect its communication objectives with its company goals,
marketing strategy, and product process phases to promote EcoSip. Green Innovations must
balance business goals like making more money and growing the market with communication
goals like brand awareness, customer trust, and focused marketing campaigns to move
products through the lifecycle. Marketing supports the company's strategic goals with this
integrated strategy (Blakeman, 2023). This will boost EcoSip's market entrance and
expansion in coming years. To achieve the SMART communication objectives outlined for
Green Innovations, several strategic approaches can be employed. These objectives aim to
increase market share, boost sales, attract new consumers, grow social media followers,
enhance brand image, establish a robust online presence, and facilitate store openings. Each
Page | 11
strategy will align with the integrated marketing communication (IMC) plan and leverage
various marketing channels effectively.
Page | 12
should routinely release instructional media such as
films, infographics, and blog articles that promote the
use of environmentally friendly products and the
results of reducing plastic waste. In order to get
visitors from search engines, these pieces of content
should be SEO-optimized. In order to make purchases
on the website as easy as pie, it needs an e-commerce
platform and user-friendly navigation. Keeping
customers up-to-date on product launches,
sustainability initiatives, and special deals is easy with
an email newsletter campaign (Denga, 2022).
Researchers must do a market analysis for Green Innovations' new product in order to assist
its sale. Extensive market research allows a company to gain significant insights into
customer preferences, competition strategies, and industry trends. This enables Green
Innovations to ensure that its marketing initiatives efficiently reach its communication goals.
Advertisements can successfully target a big audience and exactly reach the desired target
market by leveraging digital marketing solutions (Peter and Dalla Vecchia, 2021). This
strategy enables your marketing to reach a wide range of potential buyers across multiple
market sectors. Setting communication goals, such as a 12% rise in sales and a 10% increase
in market share, improves the effectiveness of the marketing plan. Once these objectives are
established, Green Innovations can concentrate on ways to expand sales and market share.
Implementing digital marketing methods that effectively highlight the major characteristics of
a new product has the potential to increase sales and demand. This helps the firm identify and
reach out to potential clients. They have the opportunity to increase their market share using
this strategy.
A solid online presence and reputation are prerequisites for this type of advertising. Green
Innovations is able to successfully communicate with its intended demographic by
conducting extensive market research. Marketing using search engines, social media, and
email might help the organization spread its values. This boosts the brand's credibility and
visibility in a crowded marketplace. Success in the long run is guaranteed by the marketing
Page | 13
strategy, which accomplishes communication goals while also expanding the business and the
market. Green Innovations might make the most of the introduction of its new product and
define its goals with the help of digital marketing and market research technologies.
At its core, Green Innovations' growth plan is based on business goals, which reveal to the
company how to increase its operations and revenue. With well-defined objectives in place,
the company is well-positioned for both short- and long-term success. Increasing revenue and
expanding Green Innovations' brand recognition are two of the company's primary objectives.
These objectives, such as boosting sales and capturing 10% of the market, are very congruent
with the communication goals. This improves the compatibility of corporate objectives and
communication strategies. Green Innovations is able to achieve both its short-term and long-
term growth objectives by integrating its communication and business strategies.
(Source: Self-developed)
The importance of the budget and schedule divide in the field of Integrated Marketing
Communication (IMC) was identified by Green Innovations. Launching a new product on a
£50,000 budget requires careful planning to make the most of available resources. The
majority of the budget, £25,000, is allocated to digital marketing. Next in line is content
marketing, which receives fifteen grand. To ensure that Green Innovations' advertising
campaigns remain effective, a sum of £5,000 has been reserved for maintenance expenses.
The goal of this budget allocation is to reduce expenditure and sidestep the additional
expenses associated with marketing communication initiatives. Careful budgeting is essential
if Green Innovations is to maximize the effectiveness of its integrated marketing
communications (IMC) tactics in advertising the water bottle. In order to obtain a clear view
Page | 14
of how things are going, the budget area needs to be monitored continuously. To ensure it is
making prudent judgments and adjusting its plans to align with actual expenditure as opposed
to anticipated spending, the company reviews its budget cash flow monthly. Green
Innovations diligently analyses its budget in order to get the most of it. Making prudent use
of resources and a smooth launch of the new product are both ensured by this.
Page | 15
Create Content for a Marketing Channel for Meeting the Specified Communication
Objectives
Appropriate Design and Content
(Source: Self-developed)
Content marketing has been meticulously selected by Green Innovations as the optimal
strategy to achieve their objectives. Ads on Facebook are their primary means of
communication. With content marketing, a company may reach out to both new and existing
customers. To the tune of 10,000 individuals, sustainable items can make it this way. In
addition to attracting more customers, this strategy increases revenue significantly. With
consistently rising revenues, the firm should see a 10% increase in its market share in the
next six months. Thus, in order to achieve its objectives and achieve significant commercial
growth, Green Innovations must employ content marketing, particularly Facebook ads.
Slogan or Tagline
Page | 16
“Being Sustainable" refers to actions that benefit the planet and ensure its continued
existence. Immediate action is required to rescue the planet and improve future generations
by implementing certain environmentally friendly policies.
Facebook is a fantastic spot to meet new people because the majority of users are there to
have fun. Consequently, advertising on Facebook is a fantastic method of spreading the news.
Advertising on Facebook can increase the company's consumer base and revenue. With
increased capital, the company may expand into new markets and build a stronger reputation.
A more positive public perception of the company and its products will be achieved via the
implementation of this strategy. Advertising environmentally friendly products on Facebook
can help the company gain positive word-of-mouth and attract customers who share their
values.
Instagram: Perfect for introducing new items to the market, such as "EcoSip" by Green
Innovations, which targets modern consumers with visually engaging content.
Twitter: Using this platform for fast thinking and communication, Green Innovations may
market "EcoSip" and establish partnerships with consumers.
Facebook: Facebook, being the biggest social media network in the world, helps Green
Innovations with their marketing, cooperation, and product launch efforts.
Content of Awareness: Describes "EcoSip" as a product that is good for the environment and
shows how it can change people's habits and boost sales.
Direct Marketing
Direct Description
Marketing
Method
Leaflets Promoting the product with sheets of paper that explained "EcoSip" helped
Green Innovations reach their target audience and get the word out about
Page | 17
their new product.
Posters Green Innovations' use of visuals to pique consumers' interest was
supplemented with digital ads and "EcoSip"-themed social media blogs.
Flyers Distributed at different events, little handbills introduced Green
Innovations' marketing effort, which in turn attracted more consumers and
led to an increase in income with the launch of the "EcoSip" product.
Table 6: Direct Marketing
Page | 18
Colors and Symbols: Consistent usage of eco-friendly symbols and branding colors
throughout all articles can help establish brand identity.
Visual Art Design: Hand out clear images of the poster and brochure that highlight
key elements and interesting pictures.
Typography and Page Layout: Posts should have clear and readable text, so pay
attention to typeface and page layout.
Website Design and Development: To attract followers and promote the poster and
leaflet, use stories, social media ads, and interactive postings such as polls and Q&A
sessions.
Marketing Communications Activities: To attract followers and promote the poster
and leaflet, use stories, social media ads, and interactive postings such as polls and
Q&A sessions.
Think/Feel/Do Approaches:
Feel: Make people feel something by delivering powerful stories and sharing
statistics about plastic waste and sustainability.
Innovations
Page | 19
Regular reviews are a part of the IMC strategy that promote innovation. Green Innovations
can learn more about their target audience and how to connect with them by tracking the
performance of different platforms and tactics. The marketing plan can be kept up-to-date and
engaging by utilizing a variety of new digital tools, forms, and social media trends
(Blakeman, 2023).
Consistency
If your brand is powerful and well-known, everything of your communications should reflect
that. Always keeping an eye out makes sure that all of EcoSip's marketing materials, like
Facebook ads and direct mail fliers, convey the same message and uphold the brand's
principles. Šerić et al. (2020) states that consumers are more inclined to recognize and trust
brands that consistently use their logo and other branding elements.
Something needs to be done to monitor the development of the IMC strategy's Facebook
component. Among Green Innovations' many Facebook contacts, the company may track
engagement metrics like likes, comments, clicks, and shares. Keep an eye on these metrics to
see what people are interested in and how you can increase the reach and engagement of your
posts (Rehman, Gulzar, & Aslam, 2022).
Creating Podcasts
To keep in touch with listeners and talk about things like the EcoSip and sustainability,
podcasts are the way to go. Various indicators can be used to monitor a podcast's
performance, including downloads, list retention rate, and popular reviews. Podcast creators
can use the data presented above to create content that is more interesting and apt to resonate
with their target demographic, leading to increased engagement and loyalty.
Making Blogs
Blogs are a great way to keep people up-to-date on EcoSip and environmental news, as well
as share fresh ideas and statistics. By utilizing Google Analytics, Green Innovations can
monitor blog traffic, user engagement, and the amount of time spent reading. Using this
information, we can see which blog posts are most popular and make adjustments to them so
that more people visit the EcoSip website.
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Methods for Acquiring ROI
Key Performance Indicators (KPIs)
Key Performance Indicators (KPIs) are quantifiable metrics that help gauge the success of an
Integrated Marketing Communication (IMC) plan. For Green Innovations' EcoSip campaign,
some vital KPIs include website visits, conversion rates, social media engagement, and sales.
Regularly measuring these parameters allows the evaluation of the effectiveness of various
marketing strategies and their alignment with overall business goals (Reyes-Menendez,
Saura, and Palos-Sanchez, 2020). For instance, tracking website visits can reveal how well
digital marketing efforts are driving traffic to the site, while conversion rates indicate the
percentage of visitors who make a purchase, reflecting the efficiency of the sales funnel.
Social media metrics such as likes, shares, comments, and followers help assess engagement
and brand awareness, while sales figures provide a direct measure of revenue generated by
the campaign. By continually monitoring these KPIs, Green Innovations can make informed
adjustments to optimize their marketing efforts.
Customer feedback and surveys are essential for understanding the impact of marketing
campaigns from the consumer’s perspective. Methods for gathering feedback include
conducting polls, sharing engaging social media posts, and initiating conversations with
customers. This qualitative data complements quantitative metrics, providing a holistic view
of the campaign's effectiveness. Engaging directly with consumers through friendly posts or
surveys can uncover insights into customer satisfaction, preferences, and areas needing
improvement. This personal data allows Green Innovations to tailor their messaging and
product offerings more precisely to meet customer needs, enhancing the overall customer
experience and fostering loyalty.
A/B Testing
A/B testing is a method used to compare two versions of a marketing element to determine
which one performs better. For the EcoSip campaign, this could involve testing different ad
copies, images, email subject lines, and calls-to-action. By systematically varying one
component at a time and measuring the response, Green Innovations can identify the most
effective elements of their marketing strategy. This iterative process of testing and
Page | 21
modification ensures that the IMC plan evolves based on data-driven insights, leading to
better overall performance (Singh et al., 2023).
Analytics Tools
Analytics tools are critical for tracking user behavior and campaign performance. Tools like
Google Analytics, Facebook Insights, and various email marketing platforms provide
valuable data on how users interact with EcoSip's digital presence. These tools can track
metrics such as page views, bounce rates, session durations, and user demographics, offering
insights into which aspects of the campaign are most effective and where there is room for
improvement. By leveraging these analytics, Green Innovations can make informed decisions
to enhance their marketing strategies and achieve their communication objectives (Al Adwan
et al., 2023).
ROI Calculation
Page | 22
Customer feedback is essential in enhancing marketing techniques since it is a real response
to a certain campaign. By meaningfully and consistently seeking and incorporating input
from customers, Green Innovations can significantly optimize the exploitation and utilization
of market opportunities to create new products that would satisfy customer demands. As
stated by HubSpot, Inc. (2024), additionally, this approach advances the happiness of the
customers, and it might contribute to a 12% increase in sales.
Audience segmentation is one of the essential strategic tools to apply in any marketing
context. When Green Innovations identifies the specific groups of the target audience, using
psychographic, behavioural, and hedonic means, the level of audience involvement will be
higher because the marketing messages they receive will be as close to what these groups
need like. It is essential to maintain interactivity consistency across the various platforms
possible. There should not be any inconsistency between the advertising message and the
public relations message, as well as the social media message; and the message conveyed in
the direct marketing campaign should also follow this same pattern. This also helps in
making the brand image clear to the customers hence consistent.
Several lessons learnt from data make marketing much more personal when using material.
There is a strategy through which Green Innovations could influence customers and make
them purchase even more through a target customer message. If it is to implement the
concept of omnichannel marketing, it should also ensure that the interactions between it and
the customers, whether online or offline, are integrated. By adopting this approach customers
can easily access or contact the company hence improving their experience.
It can be acknowledged that receiving comments from the customers should be included in
the general plan of marketing. Green Innovations should ensure that comments, ideas and
grievances from customers are given topmost priority and Green Innovations should respond
to them in a way that would enable the organization to discover how it can change the way it
deals with customers. There is also another area that should also be invested in, this is the
money used in training the employees. There are several reasons why a company must ensure
its employees are aware of the company’s products and services, as well as its business
message. Providing constant support and tools to the workers empowers them to engage with
the customers positively by fostering a good brand image.
Evaluating the effectiveness of the marketing initiatives involves constant monitoring and
analysis of the results achieved. Green Innovations can discover good opportunities and
Page | 23
undeveloped areas if it tracks key performance indicators (KPIs) related to business
objectives and slogans.
Conclusion
The research project details an integrated marketing communications (IMC) plan's purpose
and marketing communications features. It also briefly discusses communication objectives
and their relationships. Business discourse on social issues is covered in another section of
the research. An IMC strategy for workplace communication objectives is detailed in the
following section. This section describes how this marketing communication strategy was
created. It shows Facebook, Instagram, Twitter, and other social media postings that may help
you launch a campaign. To demonstrate substance and style. This sector also makes many
products to educate and aid travellers. Handouts, posters, signage, and website pages may
improve marketing. This is discussed in the complaint file's conclusion.
Page | 24
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