Few brands have truly harnessed the power of integrated marketing communications as well as Starbucks. They embraced the concept of integrated and multi-channel marketing techniques well before most other brands, recognizing early on the value of, for example, a direct mail campaign that’s supported by e-mail and echoed in social media.
Starbucks also consistently leverages mobile marketing in fun, creative ways that entertain. At the beginning of the year, Walgreens partnered with WebMD to integrated the Walgreens loyalty program.
Starbucks marketing communications mix utilises a number of marketing communications channels such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing in an integrated manner to communicate the marketing message to the target customer segment.
Integrated Marketing. Communications Starbucks Starbucks key of success is the ability to change the concept consumers had about drinking coffee. With more than 6000 outlets across the world (2003 numbers) and the intention of increasing them in the near future, the company has transformed coffee into a lifestyle accessory with as much elegance as the latest fashion.
Views from the Cube: Starbucks Intern Maya Voelk. in Asian American studies and a certificate in integrated marketing communications.
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Starbucks wisely provides feedback so consumers are able to see how the company uses consumer ideas and feedback. Starbucks even has a twitter account for this initiative. The real power of Starbucks’ successful marketing communications strategy is their relevant content, seamlessly integrated across the different channels.
It’s all meant to illustrate Edelman’s new focus on "communications marketing," which goes beyond its public relations roots to include integrated creative campaigns. He pointed to the firm’s.
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This article is by Lisa Nirell, chief energy officer at EnergizeGrowth, a marketing consultancy; speaker; and author of The Mindful Marketer: How to Stay Present and Profitable in a Data-Driven World.
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Starbucks organization does not have an effective integrated marketing communications (IMC) plan, for instance, advertising (Ruzich, 2004). Nonetheless, it has several opportunities that enable it to interact with its existing and likely customers.