Integrated Marketing Communication In The Digital Era
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Abstract
This academic article assembles knowledge on suitable modern integrated marketing communication through a broad presentation, aiming to offer entrepreneurs an approach to integrated marketing communication in the digital era. The objective is to stimulate consumers' purchasing decisions by creating a positive brand image and awareness that results in satisfaction. Integrated marketing communication is considered a tool that helps businesses gain greater access to consumers and consists of: 1) advertising; 2) public relations; 3) sales promotion; 4) direct marketing; and 5) personal selling. This is extremely important because even if a company has good products, excellent service, appropriate pricing, and suitable distribution channels, without effective marketing communication, consumers will remain unaware of the product. This is especially true in the current digital era, where digital technology plays an increasingly important role in business. Everything is changing rapidly and dramatically. Integrated marketing communication in the digital era enables consumers to make immediate purchasing decisions and has a strong influence on their buying behavior. This article provides recommendations and guidelines for driving continuous marketing efforts and creating competitive advantages for medium and small-sized enterprises in Thailand.
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