Integrated marketing communications on social networks: A case study on IKEA

• Main Author: Dragičević Iva
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2018-01-01
• Series: Marketing (Beograd. 1991)
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2018/0354-34711802093D.pdf
• ISSN: 0354-3471; 2334-8364

Investment in marketing is investment in the future of the company and its survival in the market. This position is supported by numerous professionals operating in the wood and furniture industry. Wood industry as highly developed industry in the world gathers many companies and furniture manufacturers. The goal of all of them is to offer their products to a wider range of consumers. With the emergence of the Internet and new technologies is being developed a new way of doing business, where everything is available to potential buyers from their 'armchair', starting with the range of products, payment methods, delivery to their home address and the like. Companies in the furniture industry using social networks daily, enhance relationships with consumers through clearly defined messages that attract customer's attention to products, but at the same time performs mutual interactions. One of the leaders in the world in the wood industry and furniture production, IKEA company, has achieved social effect that failed through other media, which resulted in a strengthening of the company's image and increasing demand for products and services, and with all of that awareness about the company also increased among potential customers.