RETHINKING INTEGRATED MARKETING COMMUNICATIONS – THE HOUSEHOLD SERVICES INDUSTRY PERSPECTIVE

This article aims to review the different integrated marketing communication (IMC) tools in a digital context that companies in the field of household services can utilize to manage their brand position successfully. As a result - some contemporary branding approaches are defined, efficiency metrics are outlined and a conceptual model for the study of key service(s) characteristics is proposed. The paper is part of a larger exploratory study that aims to gauge the competitive positioning performance of household services providers in Australia1 . The topicality of this work stems from the fact that despite the sheer importance of digital integrated marketing communications in shaping brand positioning, the author has found deficiency in assessing the role of the former and respective repercussions in the process of sustaining competitive advantage in the field of household services.