Problem: The promotion mix is a blend of communication tools that a company uses to persuasively communicate customer value and build customer relations. Companies use advertising, sales promotion, personal selling, and public relations as tools for communicating customer value. Consumers are changing, marketing strategies are changing, and digital technology has changed communication. (p. 377) Please discuss how these changes require companies to have an integrated marketing communications approach and employ an omnichannel strategy to have the most effective promotion mix and communication. Please comment on ways a company can engage with customers rather than just reach them. Also comment on the active role consumers take in the promotion mix as they want to express their thoughts and feelings rather than just be passively impressed (or not) with the promotion mix.
Source: Chapter 12-14 Discussion Questions (Marketing an Introduction - Armstrong)