Role of social media in integrated marketing communication

The paper analyses the changing paradigms of Marketing Communication and highlights the importance of Social Media as an effective marketing communication tool. The paper examines the Ford India's strategy of using Social media in creating awareness and preference for its Ford Figo car. The Ford Motors were able to adapt their cars and promotion tools to the Indian market. The success of Ford was mainly attributed to its innovation and effective marketing strategy for Indian market. The company was able to build strong brands and strengthen its customer relationship by effectively using Social Media. The paper discusses i the Social Media campaign “Discover Smart Drive” adopted by Ford India for its Ford Figo car and the outcomes of the campaign. The paper also explains the key success factors and how Ford India could effectively use social media for the Ford Figo's “Discover Smart Drive” campaign.