Quinton King Capella University
Integrated Global Marketing

Integrated Marketing Communication
Marketing and corporate communications have some of the main persuasive elements for their individual organization which helps combine the market for the company by communicating new concepts and look to communicate specific opinions of brands, products and services to customers, consumers and stakeholders. Integrated Marketing ranks as a top concern among client-side marketers (Kelly Jones, 2016). During Microsoft’s development stage, different types of product and the evolution of traditional products have shifted power from the marketer to the consumer. The shift created vast opportunities, also assisting the marketers with the capability to gain the exact type of audience they were looking for. Due to the explosion of choice, it put a huge stress on the marketer’s lives and practices, making massive obstacles for precise integration. For Microsoft Company, ownership of about 1/3 of United States Americans own and uses a tablet. Tablet ownership has almost doubled from 2012 to 2013. There was a huge percentage in the growth, 200%, of ownership in 2011; however in 2012 the growth slowed down dramatically to 79% growth. The use of social media was used to help with the marketing plan and product to customers.
Social media present a big challenge to the Microsoft Company that been able to control their communications and marketing by traditional media channels (Strategic Direction, 2010; Gillin, 2009). The wide range of different online applications enable the “sharing of information, experiences, and perspectives throughout community-oriented websites” (Weinberg, 2009, p.1).They are growing in popularity due to the advantages they offer consumers such as transparency, referrals, and ease of communication, and the empowerment they bring (Urban, 2004).

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