An Integrated Marketing Campaign (IMC) is implemented ‘to help understand the wide range of elements that form the communications mix, and why it is important to consider them as integrated, overlapping activities’ (Pickton & Broderick, 2005). The 7 steps needed to create an successful IMC plan include: Step 1: Having a clear understanding of your …
Tag Archives: digital marketing
Search Engine Optimisation: Is It Still Effective?
In 2003 Canada and the United States of America spent $4.1 billion on search engine marketing (Sen, 2014). Search engine marketing is the process of “promoting an organisation through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to a destination site” …
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How can businesses create successful mobile apps?
Mobile marketing has become increasingly more prevalent in today’s world. The Yellow Social Media Report (2018) highlights that 87% of Australians own a smartphone. Mobile marketing as defined by Kaplan is ‘any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device’ (Kaplan 2012). In order for businesses …
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Why did the Payless campaign go viral?
Viral, as defined by the Cambridge Dictionary, is “used to describe something that quickly becomes very popular or well known by being published on the internet or sent from person to person by email or phone.” The Payless campaign that went viral involves Payless, the international discount shoe store, opening a fake luxury store named Palessi and …
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