Chapter VII PROMOTIONS AND COMMUNICATIONS IN SERVICES

Integrated Marketing Communication in Services (IMC) 

in services is a strategic approach that aligns and harmonizes various marketing communication channels to convey a cohesive and consistent message to target audiences.

Integrated Marketing Communication in Services (IMC) 

encompasses a mix of promotional tools such as advertising, public relations, direct marketing, digital marketing, and personal selling, all working in concert to convey a clear and compelling message.

Advertising

This includes traditional forms of paid media such as TV, radio, print, outdoor, as well as digital advertising like social media ads, search engine marketing, display ads, and video ads.

Public Relations (PR)

involves managing the public image of a brand. This can include press releases, media relations, event sponsorship, community involvement, crisis management, and corporate social responsibility initiatives.

Sales Promotion

These are short-term incentives to encourage the purchase or sale of a product or service

This involves communicating directly with the target audience. Tools include email marketing, direct mail, telemarketing, and mobile marketing.

Personal Selling

This involves one-on-one communication between a salesperson and a prospective customer

Social Media Marketing

This involves using social media platforms to promote a product or service, engage with customers, and build brand awareness.

Content Marketing

This involves creating and sharing valuable content to attract and engage a target audience.

Event Marketing

This involves promoting a product, brand, or service through in-person interactions at events, trade shows, or online webinars.

Influencer Marketing

This involves partnering with influencers or key opinion leaders to reach a larger audience on social media or other platforms.

Service encounters and customer interactions

are pivotal elements in the realm of services, representing the moments when customers come into direct contact with a service provider

Service encounter

encompasses all the touchpoints where the customer interacts with the service, whether it's face-to-face, through digital channels, or over the phone.

Service encounter

the customer not only evaluates the core service being provided but also assesses the quality of the interaction, the responsiveness of the service personnel, and the overall atmosphere.

Active listening

This involves giving their full attention, asking clarifying questions, and demonstrating empathy

Follow-up and feedback

this can be done through surveys, feedback forms, or personal outreach

Online and digital marketing for services

has become indispensable in the contemporary business landscape, transforming the way service providers connect with their target audience and promote their offerings

Online marketing for services

involves various channels, such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, and social media marketing.

Digital marketing

extends beyond traditional online channels and includes email marketing, mobile marketing, and other forms of electronic communication.