Using IMC Strategies in B2B Research Paper

Pages: 2 (863 words)  ·  Bibliography Sources: 15  ·  File: .docx  ·  Level: Master's  ·  Topic: Business - Advertising

IMC Evolution in B2B Markets

The Evolution of B2B Integrated Marketing Communication Strategies

The traditional integrated marketing communications (IMC) strategies that are prevalent in Business-to-Business (B2B)-based selling and value chains are going through an evolution away from being manually-based to relying on analytics and data to guide decisions. Marketing analytics capable of providing a unified, real-time dashboard of performance across each integrated marketing channel is now one of the most in-demand series of technologies in B2B marketing (Hauser, 2007, pp. 38, 39). The shift away from having IMC-based strategies that defy measurement to those that deliver metrics, key performance indicators (KPIs) and analytics is in aggregate acting as a catalyst of greater customer-centric innovation in B2B firms as well (Kiron, Prentice, Ferguson, 2012, pp. 47).Buy full Download Microsoft Word File paper
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Research Paper on Using IMC Strategies in B2B Assignment

IMC-based strategies in B2B, once strongly focused on sales funnel efficiency and measured on transaction activity, not the quality and depth of customer insight, are shifting to long-term customer value as the primary measure of their contribution (Kumar, 2010, pp. 71). Concentrating on customer value is driving greater adoption of Customer Relationship Management (CRM) systems across digital and offline channels (Awasthi, Sangle, 2012, pp. 446, 447). Integrating analytics and CRM systems to provide a scalable, secure platform for measuring and managing IMC strategies is the goal many B2B marketers are striving towards globally. IMC-based strategies are increasingly relying on advanced analytics and big data to gain insights into how they can be improved over time (Svilar, Chakraborty, Kanioura, 2013, pp. 22). The benefit of these technologies taken together in the context of IMC strategies is greater clarity and precision of strategies and more immediate feedback on their performance (Eid, Trueman, Abdel, 2002, pp. 112, 113). Creating these scalable, secure and often cloud-based platforms for enabling greater orchestration across IMC programs has made the long-standing selling processes more efficient, yet also introduced entirely new innovative prospecting and selling strategies into B2B-based companies.

One of the most disruptive aspects of the integration of technology into IMC planning, management and optimization platforms is the inclusion of social media (Debi, Sharma, 2013, pp. 23, 24). Traditional sales calls are often augmented with greater intelligence and insight into a B2B prospect and customer's firm through the use of social media to fully understand the context of their business (Bernoff, Li, 2008, et.al.). When social media is included in the context of IMC strategies the most traditional marketing, prospecting and selling strategies are often more effective by the 360-degree view of a business and its unique needs (Bernoff, Li, 2008, et.al.). The aggregated effects of having visibility into social network activity for… [END OF PREVIEW] . . . READ MORE

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