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2014, vol. 11, br. 1, str. 187-204
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Paradigma integrisanih marketinških komunikacija u digitalnom okruženju - pet stubova integrisanosti
Integrated marketing communications paradigm in digital environment: The five pillars of integration
Sažetak
U fokusu rada je paradigma integrisanih marketinških komunikacija (IMK) u digitalnom okruženju. Digitalni mediji i ponašanje potrošača utiču na promene integrisanih marketinških komunikacija. Neophodan je integrisani pristup tradicionalnim i digitalnim medijima i komunikacijama. Integrisanost se posmatra sa pet aspekata. Prvo, integrisanost s aspekta medija, znači da se IMK ostvaruju na osnovu miksa tradicionalnih i digitalnih medija. Drugo, integrisanost s aspekta načina komunikacija, znači da IMK predstavljaju miks tradicionalne promocije i interakcija, kako između samih potrošača, tako i između potrošača i organizacija. Treće, integrisanost s aspekta vremena komunikacija i mogućnosti za interakcije znači da su IMK miks tradicionalnih statičkih komunikacija ('monologa' prema ciljnom auditorijumu) i dinamičkih komunikacija ('dijaloga') u realnom vremenu. Četvrto, integrisanost s aspekta aktera, znači da IMK predstavljaju miks komunikacija koje iniciraju i potrošači (WOM) i organizacije. U digitalnom veku, digitalno usmereni potrošači, opremljeni smart uređajima, ne samo da prate digitalne komunikacije, već su i proizvođači i potrošači (prosumers) marketinškog sadržaja. Peto, integrisanost s aspekta kreiranja sadržaja, znači da IMK predstavljaju miks komunikacija na osnovu sadržaja koji kreiraju potrošači i marketinga sadržaja (koji kreiraju organizacije). Potrošači učestvuju u procesu i proizvodnje i potrošnje (prosumption). Digitalizacija medija, komunikacija i okruženje utiču na kastomerizaciju (customerization), komunikaciju, marketing i poslovanje organizacije u celini. Uslovi za primenu strategije kastomerizacije marketinških komunikacija su: digitalna orijentacija i procesi; digitalno obrazovanje i spremnost zaposlenih na digitalne komunikacije u realnom vremenu; digitalizacija sadržaja i načina marketinških komunikacija. Potrošači mogu različito da se angažuju u procesu marketinških komunikacija organizacija (da budu potpuno pasivni i/ili pasivni posmatrači i/ili aktivni učesnici, tj. kokreatori sadržaja), prate različite medije, u različitim periodima, kontekstu itd. Na drugoj strani, bitno je da organizacije imaju integrisani pristup marketinškim komunikacijama. Integrisani - kombinovani tradicionalno-digitalni pristup komunikacijama je odgovor organizacija na promene u digitalnom okruženju. Ukratko, u digitalnom okruženju ponašanje potrošača je miks tradicionalnog i digitalnog. IMK su miks tradicionalnih i digitalnih komunikacija; tradicionalne, statičke promocije - masovnog oglašavanja i dinamičkih - prilagođenih interakcija; sadržaja koji kreiraju organizacije i korisnici, i prenosi se putem tradicionalnih i digitalnih medija. Integrisani pristup marketinškim komunikacijama omogućava integrisano predstavljanje u svim 'tačkama dodira' (touch-points) sa potrošačima i integrisano iskustvo za potrošača.
Abstract
This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radio; television; direct-response media - telephone, direct mail, catalogue marketing; billboards; other 'specific media': product - especially brand, packaging; price; place; people; process; physical evidence; traditional/offline consumers - WOM communications) and digital media ( the Internet; mobile phones and other mobile devices; digital newspapers and magazines through the Internet and mobile devices; digital radio; digital TV; digital consumers - digital WOM communications). Second, integration in terms of communication methods, it means that IMC are a mix of traditional promotion (advertising, personal selling, public relations & publicity, direct marketing, sales promotion), digital communications/interactions (Internet communications, mobile communications, communications via digital radio and TV) and WOM communications/interactions (offline and online). Third, integration in terms of time of communications and possibilities for interaction, it means that IMC are a mix of traditionalstatic communications ('monologue' towards the target audience) and dynamic communications ('dialogue') in real time. Fourth, integration in terms of actors, it means that IMC are a mix of communications initiated both by consumers (WOM communications - offline and online/e/digital) and organizations. Fifth, integration in terms of content creation, it means that IMC are a mix of communications based on consumer generated content and marketing content (created by organisations).
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