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Collections :	Ιδρυματικό Αποθετήριο ΟΠΑ / AUEB Institutional Repository Σχολή Διοίκησης Επιχειρήσεων / School of Business Τμήμα Διοικητικής Επιστήμης και Τεχνολογίας / Department of Management Science and Technology Ανακοινώσεις σε Επιστημονικά Συνέδρια / Conference papers

Title :	Integrated Marketing Communications: pushing the boundaries through digital technologies

Creator :	Koukopoulos, Anastasios Vrechopoulos, Adam

Contributor :	Athens University of Economics and Business, Department of Management Science and Technology (Host Institution)

Type :	Text

Extent :	7p.

Language :	en

Identifier :	http://www.pyxida.aueb.gr/index.php?op=view_object&object_id=11045

Bibliographic Citation :	8th International Conference on Contemporary Marketing Issues, Virtual Conference, 11-13 September, 2020

Abstract :	The evolving nature of Digital Technologies and the continuous diffusion and adoption of innovative technological tools and applications, provide challenging research and business opportunities. Following these evolutions, this study explores the role of Digital Technologies in Integrated Marketing Communications (IMC) in the context of Strategic Marketing Planning. The paper briefly presents the latest developments in the field of IMC through a technological perspective and reviews the dynamics and features of three major technologies (Chatbots, Quick Response codes and Augmented and Virtual Reality) as promising tools and methods for effectively applying IMC initiatives. The paper attempts to provide an initial argumentation regarding the role of these technologies in the design and implementation of IMC. Implications for research and practice are provided throughout the paper.

Abstract :

The evolving nature of Digital Technologies and the continuous diffusion and adoption of innovative technological tools and applications, provide challenging research and business opportunities. Following these evolutions, this study explores the role of Digital Technologies in Integrated Marketing Communications (IMC) in the context of Strategic Marketing Planning. The paper briefly presents the latest developments in the field of IMC through a technological perspective and reviews the dynamics and features of three major technologies (Chatbots, Quick Response codes and Augmented and Virtual Reality) as promising tools and methods for effectively applying IMC initiatives. The paper attempts to provide an initial argumentation regarding the role of these technologies in the design and implementation of IMC. Implications for research and practice are provided throughout the paper.

Subject :	Integrated Marketing Communication (IMC) Chatbots QR codes Augmented reality Virtual reality (VR)

Date Available :	2024-03-10 11:10:36

Date Submitted :	2024-03-10 11:10:36

Access Rights :	Free access

Licence :

File: Koukopoulos_Vrechopoulos_2020.pdf

Type: application/pdf

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