This article is all about how creating an emotional response with your consumer is the best way to engage with them. Using a ‘hi- touch approach is all about seeing things from the audience’s perspective. “In a world saturated with media platforms and marketing messages, where attention spans are short and consumers increasingly cynical, how can companies capture the imaginations of their audiences?” Companies need to embrace new technology but also integrate it with traditional advertising. Having an integrated and emotional message for your consumers is essential for engaging with them and creating brand equity, a key goal for integrated marketing communication.
This article talks about the way marketers need to expand over multiple formats to engage with consumers. The move into mobile engagement is key because of the amount of consumers accessing the internet from mobile sources. Engaging and optimized the experience of a website for the consumer will keep them happy, loyal and purchasing. In regards to integrated marketing communication the article touches on creating engaging experience for the site visitor across all channels of interaction, integration into external social networks sites, use of modern and traditional media, and maintaining consistent engagement throughout by managing the communication from a central point. This is a great way to manage I.M.C as long as the engagement and message is kept consistent and follows the brand image/identity.
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