Innovations in Integrated Marketing Communications, Essay Example

Key-word generation, this is the primary procedure used by businesses today that are dedicated to encouraging their primary clients through online marketing. Relatively, the internet, being one of the vastest source of information in the world today, has the capacity to strengthen the empowering factors that makes modern businesses effective in serving the needs and demands of the society. Nevertheless, such procedures taken into account by businessmen with regards the emergence of technological procedures dedicated to improving marketing communication systems cannot be considered just-too-easy to take.

A massive process of interaction with the people browsing the internet from all parts of the world is a great concern for such particular form of marketing communication. One particular manner adapted by the business owners online is that of the key-word generation that is mostly hosted through Google search or other search engines in the internet. At present, one of the most recent changes in the Google system of keyword search and generation is expected to create a great impact on the condition of doing business and marketing online. Jennifer Slegg’s (November 2013) article on Google AdWords Adds Click-to-Call Ads to Conversion Columns provides a glimpse of the said changes.

Due to the increased number of mobile users who access the internet through their phones, some of the old advertising platform used by Google Ads [one of the strongest key-word generating systems in the internet] cannot be fully adapted to the nano-features of other mobile gadgets thus lowering the rate of advertising impact that the said system creates. Hence, Google Company created a better sense of creating a new platform for online advertisers to optimize the new bidding strategies they have created. This new system is called click-to-call.

The click-to-call option of marketing allows advertisers to provide the target market that they serve the chance to immediately make a call to companies that they are most likely interested with. With 70% of mobile users opting to directly call online merchants they wish to do business with, Google Company observes this particular process to be specifically helpful and effective in creating better sources of profit-turning business transactions online. This winning strategy for most advertisers is said to be the new way of creating a better sense of controlling market reaction based on the products and services that the advertisers present.

This way, the advertisements presented on mobile phones need to be reflective of the products and the nature of services offered to the users. Not only that, they should be interesting enough for the users to be involved in. Most likely, with such conditions taken into consideration, modern business advertisers would be able to get the best out of this particular innovation in modern media operations relating to the use of media technology to reach out to the market that the businesses hope to serve. This will provide local businesses a better chance to join in within the context of competition that businesses are involved with especially when it comes to directly reaching to the market being targeted through the internet. This particular option of advertising is both practical and cheap. The ‘call’ option on the ads that are presented to the users are supposed to invite the users to immediately connect with the company they desire to make business with. With this condition given attention to, business is expected to develop rapidly thus allowing both small and large businesses to embrace the competition with full confidence on their marketing strategies. At present, the countries involved in the said process of marketing option are US, Germany, France and UK only. Asian and Middle Eastern countries are still being prepared in relation to the availability and practicality of the said platform as applied among both local and international businesses that are appreciated within the said regions.

Works Cited

Slegg, J. (November 2013). Google AdWords Adds Click-to-Call Ads to Conversion Columns. http://searchenginewatch.com/article/2306761/Google-AdWords-Adds-Click-to-Call-Ads-to-Conversion-Columns. (Retrieved on November 14, 2013).

Masterman, G. (2011).Innovative Marketing Communications. http://www.sciencedirect.com/science/book/9780750663618. (Retrieved on November 14, 2013).

Innovation Reactor. (2013). Creating Integrated Marketing Communications. http://www.innovationreactor.com/innovation_reactor/2009/01/creating-integrated-marketing-communications.html. (Retrieved on November 14, 2013).