This blog of digital marketing ambitions to pick out how integrated marketing communications (IMC) changed into applied to a primary multi-cultural wearing event, the Asian cup 2015, through occasion ambassadors integrating the Kliatchko (2008) four-pillars model of IMC.
The way in which the occasion included network individuals into the IMC programme offers a robust possibility to take a look at whether or not this approach may be applied by using digital marketing managers greater broadly.
Semi-dependent interviews have been carried out with 14 human beings worried with the occasion, with questions designed to envision methods in which the multicultural communication came about.
The four-pillars version is applicable in this situation. Interviews diagnosed that at the same time as the cultural and soccer problems being confronted with the aid of the organisers introduced many challenges, ambassador communication proved to be an exceedingly powerful manner of IMC. The mixing of ambassador communications overcame many cultural obstacles with appreciate to language, ticketing and verbal exchange, enabling engagement of conversation channels.
This research addressed a particular multicultural event in one specific marketplace. At the same time as imparting insights into how this event controlled its IMC programme, research into different events is needed to perceive whether or not comparable consequences would apply.
An examination of the IMC conducted in conjunction with a prime occasion has no longer featured formerly, and the authentic way wherein this occasion carried out its communications highlights aspects which are applicable to marketers in all firms.