Integrated Marketing Communications: Pushing the Boundaries through Digital Technologies

Koukopoulos, Anastasios and Vrechopoulos, Adam (2020): Integrated Marketing Communications: Pushing the Boundaries through Digital Technologies. Published in: 8th International Conference on Contemporary Marketing Issues

Abstract

The evolving nature of Digital Technologies and the continuous diffusion and adoption of innovative technological tools and applications, provide challenging research and business opportunities. Following these evolutions, this study explores the role of Digital Technologies in Integrated Marketing Communications (IMC) in the context of Strategic Marketing Planning. The paper briefly presents the latest developments in the field of IMC through a technological perspective and reviews the dynamics and features of three major technologies (Chatbots, Quick Response codes and Augmented and Virtual Reality) as promising tools and methods for effectively applying IMC initiatives. The paper attempts to provide an initial argumentation regarding the role of these technologies in the design and implementation of IMC. Implications for research and practice are provided throughout the paper.

• Item Type: MPRA Paper
• Language: English
• Keywords: Integrated Marketing Communications; Chatbots; QR Codes; Augmented Reality; Virtual Reality
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising

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