Integrated Marketing Communications - Essay Example

Integrated Marketing Communications Social influence and Social Media Social network can be described as a structure, which comprises individuals sharing commonalities or similar tastes, preferences, ideas or motives. Social network can also be introduced through friendship, knowledge, relationship, interest, belief system or experience. Before the advent of social media, social networking and influence was limited to geographical location, ethnicity or social standing of an individual. However, with intercultural, intergenerational and global sites such as, Facebook, social networking has been rendered more dynamic and diverse (Pincus, 2006). The usages of these social media sites have proved to be both fruitful and dangerous. Adolescents and children have been engaging on social media platforms in a frequent manner, which have shown enhanced communication, technical skills as well as social connection. Popular social media sites such as, MySpace and Facebook, provide multiple opportunities for their users to connect with classmates, friends and other groups with similar interest, on a daily basis. A recent poll has revealed that almost 22 percent of teenagers use their favourite media sites almost 10 times daily. Nearly 50 percent of the teenagers use their mobiles for social media purposes and the number is continuously increasing (Schurgin & Clarke-Pearson, 2011). Therefore, it can be said that a significant part of the current generation’s emotional and social development is influenced by these social media websites (Roper & Shah, 2007). Various downsides have been observed because of large influence of these media sites. Limited self-regulation and peer pressure among adolescents and children have been posing some risk while these users are experimenting and navigating with multiple social media sites (Thomson, MacInnis & Park, 2005). Research has indicated that online expressions result in negative offline behaviours, including clique-forming, bullying as well as sexual experimentation, subsequently leading to privacy issues and cyber bullying. Other issues influencing children related to high usage of social media are sleep deprivation and internet addiction (Karahanna, Agarwal & Angst, 2006). A new phenomenon has been proposed by researchers, which is known as ‘Facebook Depression.’ It is a condition seen to develop in teens and preteens who are spending immense amount of time on numerous social media sites such as, Facebook, Twitter and MySpace and then developing classic depression symptoms. In an adolescent’s life, contact and acceptance by peers and friends is crucial; a lack of which can result in depression, anxiety and other negative behavioural traits (Zelizer, 2002). Children suffering from Facebook depression can go into social isolation and even risk their life through suicidal activities, self-destructive or aggressive behaviours or engaging with risky and dangerous internet sites. The evidences conclude that negative effects of excessive social media exposure are way more destructive compared to their positive effects among young consumers, especially children. Therefore, it is extremely critical for media, parents as well as owners of these websites to include strict monitoring strategies. IMC and Brand Communications IMC (integrated marketing communications) was conceptualised over a decade ago, but even now, marketers are unable to produce an absolute definition for IMC. This is mainly due to its wide array of applications in diverse fields as well as formulation of different idealistic versions of IMC in dissimilar situations. IMC can be divided into parts, mainly identified by new-age marketers, including terms such as, seamless communication, relationship marketing, total branding, whole egg, orchestration and new advertising (Schultz & Kitchen, 2000). Customer based brand equity has become an important aspect of effective IMC. It can be understood as the differential effect exerted by brand knowledge on a customer’s response to brand’s marketing activities. Favourable customer reaction towards price, product, distribution or promotion of a brand will give positive CBBE (customer-based brand equity) and vice versa. Favourable responses from customers will in turn result in lower costs, greater profits and enhanced revenue. The relationship between IMC and CBBE can be understood from the fact that positive image of a brand and high awareness implies greater return from pricing, promotion and distribution activities. Simultaneously, identity of a brand can have crucial influence on brand’s equity. Hence, IMC can be employed here for establishing an identity, which will enhance awareness about brand and facilitate brand associations or brand familiarity. IMC programs are also responsible for shaping positive perceptions of a brand (Keller, 1993). CBBE can be measured through two fundamental approaches, namely indirect and direct. In the indirect approach, potential brand equity sources are measured for evaluating brand knowledge among customers such as, brand image and brand awareness. In direct approach, changes in customer response to the marketing programs due to overall influence of brand knowledge are evaluated. Even so, both direct and indirect approaches are important and compulsory for measuring CBBE. While indirect approach helps in identification of brand knowledge aspects influencing the IMC, direct approaches indicate the extent of differential responses (Pickton & Broderick, 2001). As CBBE forms an integral part of the IMC, it should be considered as a multidimensional subject depending on knowledge structure and firm’s actions. Marketers have identified six major frameworks for managing CBBE. The first framework is that of adopting a broader view of marketing decisions. The second framework is defining important knowledge structures, which marketers have targeted for the customers. The third factor is that of evaluating multiple non-traditional marketing communication opportunities and options available for catering diverse needs of customers. The fourth framework is of strategizing long-term marketing decisions. Fifth framework comprises employment of effective tracking studies for measuring knowledge structures, especially for detecting changes, patterns and their effective implementation so as to enhance brand equity (Kim, Han & Schultz, 2004). Consumer’s emotional attachment to particular brands can be understood by assessing factors such as, differentials in brands, customer’s brand knowledge as well as awareness regarding the brand. Differential effect can be understood by comparing the brand’s response to similar marketing practices. Brand knowledge is composed of brand image as well as awareness and is formed on the basis of consumer’s association with the brand. Consequently, the above factors help in measuring customer’s response, emotional attachment or brand equity for a particular brand or product. As a result of increasing importance of IMC, it is gradually becoming an integral part of the corporate culture. Research has suggested that marketers, advertising agencies as well as large corporate have started to recognise importance of integrating marketing communication in order to survive in this fast changing media and communications economy. IMC has become an important marketing philosophy with the objective of facilitating greater efficiency and effectiveness in all marketing activities across an organisation (Eagle & Kitchen, 2000). IMC and new media vehicles for building brand equity Brand equity or overall brand value can be regarded as a critical organisational asset. Traditional marketing strategies include long-term outdoor and promotional activities and strenuous tasks before a brand establishes itself in the consumer market. However, non-traditional communicational channels such as, digital media, have eased marketing and branding and constant monitoring procedure. Digital media essentially consists of digitalised content such as, graphics, text, video and audio, transmitted over computer or internet networks. Digital media have grown to influence brand equity. For instance, digital followers can become the best or worst advocates for a brand. This platform is constantly being used for sharing personal experiences and feedback regarding services or products with associates and friends, thereby increasing trust and association with the brand (Eagle, et al., 1999) Digital media basically serves for meeting major objectives of a brand or an organisation. The first objective is reach, which is established by building awareness through online campaigns and drives brand knowledge. The second objective is to engage as well as encourage consumers to interact and communicate with brands on their own websites as well as associated social media sites. This helps in developing a two-way platform and enhances marketer’s information about customer’s demands, purchase patters and other trends. The third objective is to convert potential visitors as loyal customers or achieve online marketing goals such as, online fans, offline word-of-mouth advertising and increase in sales. The fourth objective of establishing effective digital media is nurturing and building customer relationship on a long-term basis and focussing on future retention strategies (Qualmann, 2011). From perspective of an organisation, those engaged in effective digital media campaigns are closer to their customers and are able to better understand their needs and wants and consequently, perform better. While digital media provides a more transparent and detailed platform where customers can see, react and share the activities of numerous brands; companies and their brands in turn, gain credibility and experience enhanced brand image and brand value. This leads to higher brand equity. Digital branding provides a unique differentiation through visuals, highlighting the organisational culture (Reichheld & Sasser, 1990). The contents express views of the management and their vision towards sustainability, future strategy and customer’s engagement. For instance, MySpace has become an important platform for musicians, where they can share podcasts and videos. Similarly, Microsoft has utilised the digital media space by extending its partnership with numerous such sites for promotions and customer engagement. Marketers are increasingly realising importance of content based marketing, digital experience and online campaigning for enhancing customer engagement, brand association and brand knowledge, thereby increasing overall brand equity. Digital marketing has moved beyond search engines such as, Google and firms should multiply their presence across digital media platforms. Media sites such as, Google Plus, Facebook, LinkedIn and Twitter, are increasingly becoming platforms where customers are gaining information about services and products (Schor, 2004). The number of audience using social media is continuously growing and it can be concluded that with increasing impact of digital media should be properly harnessed by brands. IMC, influence, and personal selling For brands to retain, satisfy and engage their customers, marketing communications is an extremely critical element and must be implemented in core marketing activities in order to survive in this every changing environment filled with intense competition. Businesses have started to spread their overall marketing activities across various offline and online media platforms (Pall & McGrath, 2009). As such, identification and maintenance of customer satisfaction through integrated marketing communication is considered as prime strategy so as to achieve objectives and goals for a brand. Marketers have identified multiple instruments for measuring direct and indirect influences of IMC on customer satisfaction and overall revenue and profit generation (Kliatchko, 2005). Researchers were able to identify ROI’s alternative by introducing ROCI, which measures the return on customer’s overall investment, thereby assessing the influence of IMC. While indirect influences of IMC were measured through evaluation of communication efforts by a customer after coming in contact with a particular commercial or event, the authors considered the approach to be ineffective (Kitchen and Li, 2005). On the other hand, focus should be on evaluation of rise and fall in investment from a particular group of customers, for which the particular advertisement or event was launched. Apart from the above, various other measurement instruments have been identified for evaluating direct influence of IMC. Some of these were customer profitability, long-life value of customers, migration rates of customers, market shares and reference lists. Indirect influences of IMC constitute increased brand equity, word-of-mouth promotion and increased indirect brand associations (University De Navarra, 2012; Malhieu & Zajac, 1990). At the same time, IMC activities of a firm can give rise to more intense competition among similar companies. Personal selling has become an intrinsic part of almost every marketing campaign pursued by organisations. The main reason is that of increase in competition and pressure on companies to achieve greater market share and fulfil every changing needs of the customers. Critics argue that IMC should be more execution-oriented, rather than strategic and should involve promotional messages and advertisements targeting small customer segments. Apart from digital media marketing, personal selling is the only approach of IMC, which ensures strong feedback and a two-way communication platform. Therefore, it can be said that in order to enhance overall influence of integrated marketing communication activities, marketers should implement effective personal selling measures and integrate those in company’s core marketing decisions. References Eagle, L. & Kitchen, P.J. (2000). IMC brand communications and corporate cultures. European Journal of Marketing, 36(5), 667-686. 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