Marketing Communication And Environment
Table of Contents
Integrated marketing communication is the effective approach for creating a seamless and unified experience for all the customers to have effective interaction with an enterprise or any specific brand. It aims at melding different marketing communication aspects like advertising, public relations, promotion of sales, social media and digital marketing. Communication campaigns are known for utilizing effective promotional strategy for caning knowledge behaviors, attitudes or policies for a specific and intended audience. The essay focuses on evaluating integrated marketing communication and usage of useful communication tools, contents and channels. Additionally, it aims at identifying the environment of the country at the time of applying a communication campaign.
Integrated marketing communication and integrated application of communication tools, channels and contents
Integrated marketing communication is considered as a concept using which it becomes possible for a company to integrate and coordinate different channels of communication effectively. This helps in delivering a message that is clear and consistent (Krizanova et al., 2019). The goal is to make sure that message remains consistent and the complementary media are used. Integrated marketing communication (IMC) is also regarded as the proper integration of different marketing approaches, tools and resources in any enterprise which helps in maximizing the effect on the mind of the consumers. This results in maximum profit at a very low cost. In IMC, numerous innovative processes are used for ensuring that all the customers get the message required at the proper time and place. Integrated marketing communication is also applied by organizations for branding or coordinating important communication efforts (Klepek and Starzyczná, 2018). According to The American Association of Advertising Agencies, integrated marketing communication is actually a comprehensive plan that helps in evaluating all the essential strategic roles from different disciplines of communication. All those disciplines are combined for providing consistency, clarity and overall effect of communication (Prawira and Yogie, 2018). The main idea behind an effective strategy of international marketing communication is creation of a seamless experience for all the customers in specific areas of marketing mix. Messaging and core image of the brand are strengthened because all the marketing communication channels work as an element of a unified channel, instead of in isolation.
Integrated application of communication tools, channels and contents
Different marketing communication tools and channels are described below.
Advertising is considered a paid form of non-personal product or service promotion by any sponsor. Different media that are used include print media like magazines and newspapers, broadcast media like television and radio, networks such as telephone, wireless and satellite, electronic media like videotape, webpage and audio, and different displays with the help of signs, billboards and posters. The most important advantage of advertising is that it can connect all the consumers who are geographically dispersed (Prikhodko et al., 2019). All the consumers hold the belief that a brand that is heavily advertised generally provides some good values. However, advertising is also sometimes found to be an expensive type of promotion.
Promotion of sales
Organizations use promotion of sales as short-term incentives from providing encouragement to a trial or purchasing of products. These are consumer promotions which are specifically focused on customer attitude (Zaušková and Rezníčková, 2020). The authors said Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. They explained that such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment. This can be considered as proper distribution of coupons, free samples, using offers for purchasing high discounts, quantities, and premiums for promoting trade. These are solely focused on important retailers. Some of them can be discounts on volume, merchandising allowances, display, payment for performance incentives and important offers to salespeople (Stoychev et al.,2019).
It is important to have face to face interactions with more than one buyer for making important market presentations, answering questions and placing orders. This is used as an important tool in the later phases of the purchasing process. The upside is that it is possible to customize the message to meet all the requirements of the buyer (Bruhn and Schnebelen, 2017). Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking impulses for customer-centric IMC. This is done by discussing central premises of customer-centric IMC in terms of the changed conditions on the media markets, its challenges and principles and its implementation issues.
Different programs are used for the improvement of relations that exist between the public and an organization. Advertising is regarded as a one-way communication which has the ability to monitor feedback and make adjustments in the message for giving most of the benefits. The most common tool that is applied is called publicity which uses product or service news values so that it becomes possible for disseminating the information to the news media. All the articles found in the media are more objective than the advertisements (Adamska, 2020).
Direct marketing entails effective usage of telephone, mail, e-mail and internet for communicating directly with or soliciting dialogue and responses from important prospects and customers. Shoppers have begun to depend on online purchasing and credit cards more than ever. This has made it possible for marketers to face the customers directly. In this way, they help the customers in the process of purchasing (Szymczak, 2018). All the enterprises keep a database which has all the customer contact details. using them, it becomes possible for all the customers to buy online.
Experiences and events
These are regarded as programs and activities sponsored by any company. These are designed for creating all the interactions with the customers that are related to any brand (Grudzewsk et al.,2018). Sponsorships account for improving organizational visibility. Enterprises are known for providing the customers with an experience of product usage which can cause a greater number of brand recalls than the competitors.
Social media marketing
Social media marketing is the concept that evaluates the method of business or website promotion with the help of different social media channels. It is possible for the companies to get considerable attention from these channels. They can also interact with the customers effectively at the time of internet browsing. Many modern and novel communication methods are being developed on all the platforms of social media (Porcu et al.,2017). These are known as the future of promotions.
Mobile marketing entails effective communication with all the customers from a mobile device. This can be done either for sending any simple marketing message or introducing them to a new campaign that is based on participation. This type of marketing is cheaper than conventional means of marketing for the marketer as well as the consumer. It is considered as online marketing’s streamlined version. Application of this type of marketing is rising and is going to increase in the coming years (Melnik and Maletina, 2019). As an example, the advertisements that can be seen on specific mobile applications can be mentioned.
Important examples on integrated marketing communication
Some of the important examples on integrated marketing communication are given below.
One of the important examples of integrated marketing communication is GoPro. Different components on integrated marketing communication have been used precisely and extensively by Go Pro. The usage of online content has been mastered by GoPro for getting the target audience’s attention. The enterprise owns a YouTube channel where it looks for multiple videos recorded by high quality and mini action cameras. Users and the company take exciting, unique and mind-blowing shots for reaching the target audience (Sabaitytė et al.,2019). This company has many likes and follows on Twitter, Instagram and Facebook. People are using these platforms for getting the attention of the fan base for posting videos which are short and visually effective. For increasing SEO, GoPro arranges contests online on a daily basis. Here, entrants get the chance of winning one from the number of products and the newest cameras carried by them (Ngamsutti et al.,2018). Publicity has also been used by the company for improving the marketing efforts in order to get to the audience.
An activity named “AnyWare” campaign was created by Domino’s for helping all the people in ordering foods using all the convenient ways. It permits customers to place pizza orders using tweets, smart televisions or text. The idea was feasible. This is because years before AnyWare was set up, different pizza profiles were set up by Domino’s. Thai is responsible for saving the payment information and addresses of the customers. It has also helped in placing orders very easily. The easy order is regarded as the favorite food order of the customers. Thai consists of components like order type, preferred method of payment, favorite store and address. Different elements of IMC were smartly applied by the enterprise. Some of them are online marketing, press releases and national television campaigns. These are known for attracting the customers to the website named AnyWare.Dominos.com (Falahat et al.,2020). Here, it is possible for the companies to learn many ways for placing orders. This makes the site get 500,000 extra visits. Consequently, 10.5% of year over year sales growth is found (Slijepĉević and Radojević, 2018). This is responsible for helping Domino’s in achieving half of all the orders made digitally.
These examples show that all the IMC elements when used optimally or extensively can help in benefiting the proposition of the company.
Roles played by marketing communication in global markets
Identification of the target
The market always requires to know what the company is going to do and how they can be served. Marketing communications entail creation and delivery of sound and effective messages with the help of the audience targeted (Mulyana et al.,2020). This can be an email newsletter, community event and social media campaign. The target audience has important communication requirements. For expansion of the audience, new targets will be created (Vasylieva et al.,2017). Persuasion of the audience for meeting the objectives and messaging can create different opportunities. It is possible to persuade new talents to join the company. It is also responsible for driving clients and customers in buying important services or products. It is possible for the team to get the necessary benefits from their role of a marketing strategist in order to find emerging and new scopes in the market.
Application of news media, emails and social media
Brand awareness can be raised by the marketing communication team with the help of trade shows, newsletters, case studies and sales material. They can get to the new media for organizing marketing plans creating media kits and media exposure for the company and all of the services offered by them. Email marketing, digital advertising and websites play a substantial role in developing marketing communications. There are important communication channels like billboards, radio, television, print and trade show displays that are applied as important tools which need to be included in the budgets, marketing strategy and potential targeted audience (van Scheers, 2018). The brand awareness is created through branding or promotion by the firms as both of these are applicable in awareness development among the consumers. Branding creates the signature movement or styles of the companies whereas promotion is an instrument for positioning the product or brand in the market. This strategy goes with Aaker’s brand theory that defines brand as identity, value of promise and positioning (Kim et al.,2018).
Application of AIDA theory in this regard is beneficial for the marketers. The four elements of this theory like Awareness, Interest, Desire and Action have the power to make an unaware consumer attracted to the product (Prathapan, Sajin Sahadevan and Zakkariya, 2018). Such attraction ultimately leads that consumer to buy the product. Through social media promotion, a brand can build up awareness among the common people. After that, the consumers believe the words of the marketers and an interest and desire to purchase the product arises in their mind. As a result, they take action and buy the certain product.
Things that needed to know about the environment of a country at the time of developing a communication campaign
Communication campaigns are well planned and well addressed process for getting to the target audience targeted. Important messages are designed for producing the required results. Campaigns for using sustainable development are diverse in nature as the communities face different problems and issues. The first step that is taken is identification of the environmental issues and problems and the situation has to be changed effectively (Davidaviciene et al.,2019). After that, it is possible to launch public awareness. It can have a huge impact on the majority of the audience owing to the nature of different communication tools. The tools that are applied can be mass media as well as interpersonal communication channels. It is possible for communication campaigns to give motivational and informational messages. PESTEL analysis may be ignored in this context as communication campaign might require to check the political aspects much (Vardopoulos et al.,2021).
Nature of political and social environment
Marketers are required to evaluate the political as well as social environment before starting the communication campaign in order to ease the process of effective understanding of the environment for business. Additionally, the analysis can help the marketers in encouraging organizations in developing external as well as strategic thinking processes. Moreover, it provides encouragement to the enterprises in developing strategic as well as external thinking processes (Purwaningwulan et al.,2018). The upside is that it enables an enterprise in anticipating all the threats of business and permitting it in minimizing or nullifying the effect of communication. Besides, having concrete knowledge of the social and political environment can help in spotting any opportunity, it is also possible for capitalizing on them. Having the required political and social knowledge is useful for starting the planning process for any business. It is useful for providing important information about the enterprise, for instance the direction towards which the business is going, positioning of brand, important growth targets and concerned areas that can cause productivity and growth decline. Moreover, social and political communication is responsible for making substantial changes with the organization. These include increase in skill gaps, development of job roles that did not exist ten years back. In this way, job reductions or displacements are taking place (Klepek and Starzyczná, 2018). With improved levels of marketing communication, it will become possible for using all the useful information and external factors that account for bringing effective marketing insights. It will be possible for prioritizing important activities of business for accomplishing essential marketing objectives within a specific timeframe.
With effective communication methods, it will be possible for the marketers to make decisions on whether to enter a route or leave it. Other things that need to be taken into account are modification on existing products, time and location for launching any product. Through analysis of the political and social factors, it becomes easier for making successful changes. This can also help any marketer to find out the prospective opportunities and threats related to labor changes, for instance workforce abilities and shortage of skills (Zaušková and Rezníčková, 2020). Important political and social communication processes can be used for understanding important opportunities and threats related to business. It is also important to manage the resources properly and make effective decisions (Prikhodko et al.,2019). This is important for preparing the marketer in managing major issues associated with management of business and important activities.
Specific communication barriers
Before starting a communication campaign in any country, the things that need to be known by the marketers are specific barriers that inhibit communication and cultural divisions. Cultural difference is regarded as one of the major communication barriers. Before starting any marketing or communication campaign, the things that need to be looked at by the marketers in any country are difference in language and accent of the people, usage of unfamiliar words and jargons, perception differences of the masses, lack of interest or attention in any specific thing or subject, and prejudices and biases. It is important for marketers to identify all the barriers and eliminate them using the strategies required (van Scheers, 2018). It is necessary to keep different principles of communication in mind. They are specifically useful for office settings where people who belong to multiple cultures identify themselves as facing different challenges related to communication regarding marketing and other problems (Davidaviciene et al.,2019). The most important thing that needs to be kept in mind is that there is a link between language and culture. The second important thing is effective communication. At the time of interpretation of any message by the receiver, it relies on the meeting of both countries on a common ground indicating development of a rapport is helpful. However, it is only regarded as the first step. Common ground can be achieved at the time when each of the parties comprehends emotions of each other. Another important thing that needs to be remembered is that language can be used for communicating the willingness to take action. It indicates that people belonging to different cultures should find and ask about the subsequent steps. The marketers also need to take into account the actions required behind choosing specific words (Falahat et al.,2020). Additionally, other things that need to be taken into account are the things that should be done, persons who have to be contacted and the time for sending the proposal.
For different types of technological benefits, it is necessary for skewing verbal tics, cues and signals that are applied by people for clarifying uncertain communications. This indicates that receivers and senders of messages need to check and double check the things that have to be understood (Prikhodko et al.,2019). These reassurance risks can in turn increase the risks of irritating other parties. However, communication breakdown is another major risk. It is important to keep in mind that effective communication in any global workplace goes effectively for evaluating the steps required. It becomes easier to use the fundamentals for filling all the cultural divisions. Most important thing that needs to be considered is keeping all the employees in any specific location quickly. If employees start meeting face to face sooner, they start to forge the connections that can lead them to become useful workplace collaborators. In case travel costs become an insurmountable burden, regular and frequent video calls have to be scheduled as fallback (Vasylieva et al.,2017). It is a daunting task to immerse in a new culture in the workplace and introduce them to all the foreign colleagues. There is no effective way of breaking down the barriers related to culture.
From the evaluation of important communication tools, contents and communication, and through analysis of communication campaigns, it can be concluded that it is important to apply useful communication tools and communication techniques for managing the clients. In addition, it is also important to evaluate the resources required for taking necessary decisions. Through identification of the communication barriers, it will be possible for taking the decisions required for improving the communication campaign.
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