Relationships can be enhanced through the web efforts (Gurau, 2008). 6
IMC (Integrated Marketing Communications) is entirely a new way of looking into the business related communication process. The paper aims to discuss the roles that e-communication plays in the integrated marketing communication strategy. The paper begins with the short introduction of the IMC. It describes in detail the importance and the role of IMC in the organisation. E-communication plays a vital role in IMC. It has enabled the companies to promote the brand over the internet itself commonly known as I-branding. It has also allowed an organisation to perform the marketing functions like promoting, distributing, segmenting, targeting and selling the goods to the ultimate consumers. The paper in the next phase looks at the literature review which is the study that has already been conducted by the other researchers. At first it demonstrates about the integrated marketing communication strategy then it ultimately talks about the role of e-communication in IMC. The paper will also discuss about the benefits and role of the e-communication strategies in an organisations daily activities. For the purpose of this short case study will be presented and then a thorough discussion on the case study will be conducted. The paper is beneficial in understanding the features and usability of e-communication strategy implementation in order to assimilate the various marketing efforts into a collaborated strategy.
According to Tom Duncan (2002), integrated marketing communication can be stated as “a process for managing the customer relationships that drive brand value. More specifically, it is a cross-functioned process for creativity and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven purposeful