Just a few years ago, the Internet was very different. Companies were not engaging customers but just selling to a passive audience. Obviously the situation has radically changed over the years and the social web has promoted that change. However, marketing’s goals have remained the same as they have always been: to attract and retain customers. To do so, companies have to make sure that they properly manage their online reputation.
Current marketing philosophy holds that integration is absolutely imperative for success. Scholars demonstrate that integration just plain makes sense for those planning to succeed in today’s marketplace. Therefore marketers, communicators and brand organisations simply have no choice, but using IMC.
2014 will see the rise of location-based marketing actions to connect with consumers. Referring to the ability to customize marketing messages based on a prospect’s location and preferences, location-based marketing enables brands to be more contextually relevant.
As location-based services are becoming more precise, huge opportunities are opening up for marketers to really identify their customers through targeted marketing campaigns.
By combining the use of mobile apps and location-based services, marketers are attempting to reach out to their target audience while sending them more personalized content.