Examining the Influence of Integrated Marketing Communications on Firm Performance: An Empirical Study

The objective of this study examined the influence of integrated marketing communications (IMC) on performance among 300 employees from insurance companies in Jordan using a survey. Data were analyzed with multiple regression in SPSS. The results showed advertising, service promotions, direct marketing, and online marketing positively affected performance of insurance companies. integrated marketing communications explained 65.3% of the variance in performance. The findings suggest insurance companies should leverage IMC to strengthen performance and competitiveness. Finally, the study suggested paying more attention to the creation of customer-facing integrated marketing communication, working to develop new services that are tailored to customers' needs and preferences. Because of its capacity to forge deep connections with customers, direct marketing is probably the most potent element of integrated marketing communication in the insurance industry. Conversely, the use of advertising by insurance companies has a direct bearing on firm performance due to its capacity to influence sales of a company. According to the survey, in order to stand out from competing products on the market, insurance companies need work to consistently promotion their brands.