New Paradigm of Marketing-Financial Integration Modelling for Business Performance: An IMC Model

When it comes to the provision of financial services, the integrated marketing communication (IMC) process is crucial in the creation and maintenance of client-provider bonds. This research presents a literature assessment on the theoretical basis for using marketing communication tools in the provision of financial services. This research is an attempt to bolster the little theoretical literature on the effectiveness of marketing communication techniques in the provision of financial services. Financial service providers use marketing communication as a channel for two-way exchanges with their clientele, with the ultimate goal of maximising the benefits their customers bring to the company. When it comes to providing financial services, an organisation’s success hinges on its ability to effectively manage its relationships with both current and potential consumers. As a result, it is important for practical reasons to be guided by well-defined marketing communications goals to identify the extent of usage and within the constraints of available resources. In this regard, businesses are free to establish specific communications objectives in accordance with their unique situations to direct the implementation of their IMC plan. This study aims to find out an impact of financial integration with IMC on business performance. This study is descriptive in nature. Primary data is collected with the help of questionnaire. The study finds that the financial integration in the IMC model has a statistically significant impact on business success.