Integrated marketing communications explored: Gloverall: brand perspectives in a global and digital world. Looking beyond authenticity to deliver a successful integrated marketing approach in an age of omni-media and digital?

Research output: Working paper

Abstract

This report explores integrated digital marketing communications [IDMC] using a case study of the iconic and authentic British outerwear brand Gloverall. It explores the changing face of their IDMC landscape and particularly the current and future implications for communications and the channels of communication in a digital age.In terms of structuring the report, two complimentary models are used, the SOSTAC Model [Smith 2011] and the RABOSTIC IMC Planning Cycle [Pickton & Broderick., 2011] with key topics explored across the report. The RABOSTIC model has a structured approach in order to identify how integrated marketing communications are planned, organised and managed.The SOSTAC model developed by PR Smith [2011] is simple and logical and lends itself to building digital marketing plans. In Digital Marketing Needs Firm Commitment, Chaffey [2014] advises “the SOSTAC planning framework (Situational analysis, Objectives, Strategy, Tactics, Action and Control), invented by P.R. Smith should be carried out regularly as the digital marketing landscape changes rapidly.”
Original languageEnglish
Number of pages45
Publication statusPublished - 25 Oct 2017

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