Integrated Marketing Communication Anticipating The 'age Of Engage'

摘要

Interactivity-wide interactivity-characterizes today's marketplace. From personal communication devices (PDAs) to social networks like Facebook, MySpace, LinkedIn, and Flikr, people and businesses connect with each other at an unprecedented rate. In this interactive world, conceptions of public and private discourse and behavior have become more ambiguous than ever; so too have the "right ways" to reach people. This engaged reality has a significant impact for the field of marketing-a field traditionally understood as the means to build a public bridge between an organization, its product(s), and its current and/or prospective audiences through a production (product-based) orientation. According to Shiffman (2008), business today faces a wholly new marketing reality.