Integrated Marketing Communication - IMC Term Paper

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Canada's wide ranging audience by way of several events and points of contact. Ford Motors has always been the leader in the auto industry as regards launching e-initiatives is concerned. (Innovative Yahoo! Canada Fusion Marketing Online Program Attracts Canada's Longest-established Automobile Company)

As regards delivering marketing communications to the Internet customers is concerned, Ford is accomplishing it in four methods. These are Ford.com - the web portal of Ford Motors. Buyer connection deals with facilitating the consumers to buy and configure their vehicles. Dealer connection deals with assisting in the growth of relationship between the customer and local dealers. And finally owner connection is a method of cultivating customer relationship. These novel offering definitely set up Ford Motors as the category leader in building e-commerce, e-service, and e-communication solutions in favor of the customers. Keeping in view these aspects, Ford has build up an Internet presence to remain customer-focused and customer friendly to the extent possible. The website Ford.com has been devised to be the virtual extension of Ford Motors. The company has made the site as an interactive one and it has been build with the customer on mind. The consumer can locate the information they require to suit their purpose- as an investor, as a shopper, a buyer and an owner. Buyer Connection helps the potential customer to create any Ford vehicle online. This is known as customer co-creation and has been an integral part of marketing.

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(Ford unveils interactive strategy)

Through the use of the latest configuration technology, a shopper will be able to build the vehicle of his or her own choice, variety and equipment. Dealer Connection is the hub for Ford, Lincoln and Mercury dealer websites. Through using a universal dealer locator, customers are able to find a participating dealer in their adjoining areas. Dealer Connection also facilitates the individual dealers to manage the content of their websites all by themselves. Owner connection operates to set up a wide-ranging relationship with the customers to enhance customer satisfaction. For instance, Owner connection extends service through Ford quality Care to keep vehicles in a ship shape manner. Owner connection also gives the direct contact for customers to share feed back with Ford Motors. In addressing the women customers, Ford has also become the exclusive automotive sponsor of ivillege.com which is the top rated site for providing women with information on health, parenting, investments and buying choices. In fact, all the internet endeavors mark a starting point from where Ford will go on experimenting and learning novel methods to provide information to the customers and make the service delivery process very easy for the customers. To top it Ford.com will be the online appearance of the corporate endeavor to become more customer friendly. (Ford unveils interactive strategy).....

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