Digital promotion as solution for integrated marketing communication in business
2018
Bormane, S., University of Latvia, Riga (Latvia). Faculty of Business, Management and Economics | Batraga, A., University of Latvia, Riga (Latvia). Faculty of Business, Management and Economics
The increasing development of integrated marketing communications, based on the use of the Internet in communication with consumers, the growth of technologies, changes in the form and nature of communication and other trends, enhances the role of digital marketing. The article presents the integrated marketing communications which businesses apply in their marketing strategy and which nowadays require modifications in management. Particular attention is devoted to digital promotion in integrated marketing communication usable as a tool for raising the level of customer attraction and loyalty. The goal of the research was to assess integrated marketing communications in the context of digital promotion. The research confirmed the initial hypothesis that the use of integrated marketing communications in digital promotion raises the level of consumer involvement and facilitates the exchange of information. There have been conclusions and proposals drawn up based on the results. The study is based on scientific literature and the following quantitative and qualitative methods were used to accomplish the goals and objectives: interrogative, comparative, grouping, graphical, evaluative and descriptive. As part of the research, a poll of leading specialists from Latvian food retail chains was conducted in 2017.
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