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Integrated Marketing Communications: Pushing the Boundaries through Digital Technologies

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  • Koukopoulos, Anastasios
  • Vrechopoulos, Adam

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.

Suggested Citation

  • Koukopoulos, Anastasios & Vrechopoulos, Adam, 2020. "Integrated Marketing Communications: Pushing the Boundaries through Digital Technologies," MPRA Paper 120853, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:120853
    as

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    File URL: https://mpra.ub.uni-muenchen.de/120853/1/MPRA_paper_120853.pdf
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    References listed on IDEAS

    as
    1. Nafez Nimer Hasan Ali & Mahmoud Allan, 2017. "The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 97-110, August.
    2. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.
    3. Ryan Yung & Catheryn Khoo-Lattimore, 2019. "New realities: a systematic literature review on virtual reality and augmented reality in tourism research," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(17), pages 2056-2081, October.
    4. Shu-pei Tsai, 2020. "Augmented reality enhancing place satisfaction for heritage tourism marketing," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(9), pages 1078-1083, May.
    5. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2019. "The impact of virtual, augmented and mixed reality technologies on the customer experience," Journal of Business Research, Elsevier, vol. 100(C), pages 547-560.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Integrated Marketing Communications; Chatbots; QR Codes; Augmented Reality; Virtual Reality;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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