Analyzing Microsofts Global IMC Strategy: Driving Brand Visibility Across Platforms

Abstract

Integrated Marketing Communication (IMC) Campaign: Microsoft [Name] [University] Instructor’s Name BUS622 Week Five 7/10/23 Microsoft Global IMC strategy Companies across the globe have definite plans in improving their brand image, sales, revenue, and a sustainable competitive advantage. Integrated Marketing Communication (IMC) is an ideal tool used by these companies to create a favorable marketing mix for their customers. The IMC describes the marketing, advertising, and sales tools to be used in the campaigns. IMC entails a combination of both traditional and digital communications that suit its target audience building robust brand-customer relations. The IMC campaign for Microsoft is Global Advertising. Advertising entails a form of paid or sponsored, communicated in a non-personal way through mass media (Keegan &Green). Global advertising is designed to conform to the suitability of the world. Microsoft Advertising provides digital marketing solutions like search engine marketing, video ads, streaming TV ads, and retail advertising (SEM with Microsoft Advertising, n.d.). Microsoft’s Campaigns Across Different Types of Media Search engine advertising This is a digital marketing strategy that entails paid advertising where businesses pay Google to show their adverts in the search results. This enables a company’s content to rank higher in the competitive crowded traffic on the internet. The figure below shows an example of a search engine advert. In the mid of searching on athletic performance and appeal, Microsoft Dynamic 365 appears at the edge as an ad. Link: https://about.ads.microsoft.com/en-us/solutions/microsoft-audience-network TV Presented in CNN business, Microsoft continues to advertise AI, to make both Bing and ChatGPT smarter, more intuitive, and potentially more ubiquitous. CNN reports that Microsoft is doubling its influence in the tech field proving competitive to platforms like Google. Link; https://edition.cnn.com/2023/05/23/tech/microsoft-build-2023-keynote/index.html Social Media Microsoft has used the YouTube platform to advertise its products and services reaching millions across the globe. Since the introduction of the AI model, ChatGPT, social media platforms have diversified the technology around the globe including Facebook, YouTube, Netflix, Twitter, Instagram, and TikTok. Through its YouTube page, Microsoft has shared its AI technology across the globe. Here is link; https://youtu.be/FaV0tIaWWEg Newsletters (Print). Magazines have intensified Microsoft advertisement as an informative tool in promulgating AI technology. AI has intensified its ads in newsletters about artificial intelligence, how it works, and how to use it. This is a picture in the New York Times advertising the smartness of Chat GPT. Link; https://www.nytimes.com/2023/05/25/technology/ai-chatbot-chatgpt-prompts.html Analyze the Ads in Each Medium Search Engine Ads This is a popular ad with unique characteristics. Microsoft values quality content and design. The ad on Microsoft 365 is an image-based ad displayed in Google which is a major search engine. The ad provides a platform where Microsoft can track a deep illustration of their campaigns (Ghose & Yang, 2009). The image is clear, precise, visible, and appealing and the keywords explain the advert in a nutshell. Search engine advertising is fast to implement and provides a good impression. TV ads TV ads are very creative and attention-grabbing and intensify their influence through the use of sight, motion, and sound. The ad is informative and authentic. The theme of AI technology is clearly displayed on the screen. TV is backed with marketing techniques to increase brand awareness and generate sales. Microsoft used the Platform to reach millions of people since it is a common source of communication. CNN news is watched around the globe and the choice of the media house promotes advertisement. Social Media Social media is a vast space for harnessing opportunities since it is a Modern Marketing Communication Approach (Rehman et al., 2022). Through social media, Microsoft can access the location, livelihoods, culture, PR, and opportunities of its customers. YouTube is a platform where people share informative information and Microsoft post on their AI tech reaches the target audience. An audience that is ready to implement AI technology. Here is the link to the YouTube video; https://youtu.be/FaV0tIaWWEg. The ad has 284,000 views in a month and still counting showing its massive influence around the globe. In the Microsoft YouTube Channel, the presenter of...