Discuss about the Integrating Marketing Communications.
1. The present organisation (XYZ Company) is involved in materials supply to the super mall. The materials that are used within the silo storage include clothes, apparels, and other fashionable items. Below is the organisation chart of the XYZ Company that depicts mainly the flow of information within the inter-department collaboration and the customers associated with the convergent environment.
As illustrated in the figure, the potential point of integration for marketing communication is linked with (i) Responsibility sharing among two general managers (GM); (ii) Communication with the finance department; (iii) decision by the product manager; and (iv) communication between various departments such as operation, engineering, marketing, and administration.
The communication forms the primary basis of operational activity, in which the customer service and technical information flow operate (Batra & Keller, 2016). Likewise, the market analysis and customer (market) demand infer the requirement of product designing, development, and quality assurance. The marketing strategy includes research and development, maintaining relationship both within and to the outside environment of the organisation. The key decision related to product launch and the production process is taken by the product manager. Finally, the administrator team is involved in the management of people and other regulatory requirements (Golob, 2013). The technological convergence and the change implementation is thus the key benefit that can be achieved with the integration, which in turn is also responsible for the regularisation of activities and distribution of responsibilities.
The impact of integration with respect to marketing communication and operational activity can be analysed in terms of:
2. The key focus of the company is to maintain a balance within the intersection of technology, creativity, and media communication (Percy, 2014). Convergence is a continuous process and not an endpoint, which demands rapid and progressive change. The role of the customer is significant in this consideration such that they can reflect their requirement. At XYZ Company, the customer service aimed at collecting the feedback, suggestion, and direct involvement of customers in product design and change with the help of surveys. In simpler words, the data gathered from customers not only dictate their experience for the products served, but also describe where, when, and how (Percy, 2014). The information thus collected becomes a critical part of the overall business/market analysis. Furthermore, this information is processed with the aim to bring effective decision making that can fulfil the organisational objective. Finally, to create and maintain the mentioned ecosystem, it becomes empirical for the organisation to invest in marketing operation that brings more design and development (Percy, 2014).
3. The use of integrated unified communication measures enable effectiveness in the work procedure and offers the valuable prospect of the informed business decision. With the advances in technology, it becomes apparently easier for the companies use integrated communication that can allow their employees, collaborators, clients, and other partnership firms to access the information and share them electronically (Gummesson, 2014).
The solution for integrated unified communication at XYZ Company has been implemented with CISCO Jabber applet that operates on Windows and Android. Briefly, this solution offers the prospect of accessing and sharing information from any location using a broad array of devices. The basic framework is based on the business goals that has been defined by the organisation. Essential elements in this regard include (i) Internal communication; (ii) Smarter and faster customer service; (iii) Tracking the work efficiency of employees and capturing the institutional knowledge (De Mooij, 2013). In order to make this tool an indispensable instrument for the users, the system offers a user ID and password that can be securitized by individual employees, associates, and specific clients. The data security was further managed with controlled authorization and tracking the usage of information exchange (as per the organisational policy). Importantly, the system architecture and its usage were also defined to the users with training. The communication tools that are included within the system architecture include instant messaging, video, voice, screen sharing, and conferencing capabilities (De Mooij, 2013). It also offers the provision of making the conference, data sharing, and information exchange with the client using remote login, secure shell messenger, and clear communication (high fidelity audio and high definition video). Thus, it is possible to make direct communication, collaboration, and other related activities from any location using the internet connections (Hult & Lukas, 2015).
In conjunction to the resource, the company had a database system that not only provides backup to the data but also offers smooth internet and data collection procedure. In addition to this, the system also provides provision for using software related to business analysis, survey analysis, and feedback analysis that in turn proves worthy for decision making and change management (Shimp & Andrews, 2012). As mentioned in the above section, the skills and capabilities of usage for the communication system was developed with offerings of education and training to the employees. The data that generally practice using this resource are (Shimp & Andrews, 2012):
4. The objective of the legislation for marketing communication is to promote the welfare with good promotion and fair trading. In addition, the legislation is also aimed to protect the consumer rights and helping them to get the correct information for fetching a genuine return on their investment.
Firstly, the Competition and Consumer Act is important while making marketing communication. The act deals with most of the operation at XYZ Company including suppliers, retailing, wholesales, competition, and consumer aspects. In a broader sense, the law includes consideration of price labelling, mergers, acquisition, price monitoring, and regulation related to unfair market price (Grimmer & Woolley, 2014). Another significant term includes warranties and guarantees which is related to promises made to the customers while describing the product. The business deals made with clients must also comply with the legislation related to Do-not-call registration, under which the company cannot send telemarketing and promotion messages without the consent (Bloom, Garicano, Sadun & Van Reenen, 2014). Similarly, the e-mail information and newsletter must not be connected with spamming, as it creates problem to network operators and unsolicited commercial marketing communication (Jackson, Harrison, Swinburn & Lawrence, 2014). The advertising standards also need to be compiled for any messages, information, and individual customer service. The standards must include the common interest of promoting the consumer confidence and that it should respect to the general standards of advertising.
Internal to the organisation, especially the HRM department must take care of the information and messages circulated among the employees. Particularly during the hiring, promotion, and continuity of service, employees must be held with the transparency of information.
5. The existing marketing tools and techniques that are practised at XYZ Company include:
The prime purpose of these marketing tools is to communicate and share the information related to product, work procedure, work practices to stakeholders, employees, connections, and customers. It should be noted that not all the marketing communication tools are dependent on the internet but is aiming towards a well-defined audience segment. Furthermore, at XYZ Company, the key to successful utilisation of marketing tools is to coordinate the mentioned activities with the sales figures (Rao, 2012). Likewise, there also exists importance of coordination and networking among the people such that clear articular of the message, execution of objective, and gain in a competitive advantage for sales promotion can be achieved.
The use of integrated communication tool at XYZ is also essential especially to align the work procedure (design, technological innovation, and price) with the expectation of the client. With such collaboration and efficient means of sharing information, it because easier to promote the product as well as yield higher revenues to meet the company’s objective. a simpler overview of communication practices that are executed with the mentioned tools include steps like (Kim, Kim & Marshall, 2016):
In summary, it is realised that the use of communication tools and techniques include aspects like (i) direct marketing; (ii) personal selling; (iii) executing activities like public relation activities; and (iv) business analysis (Bloom, Garicano, Sadun & Van Reenen, 2014). Overall, the target adopting such market communication strategies is to increase the sale and achieve the organisational objectives.
References:
Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons and New Ideas. Journal of Marketing. DOI: https://dx.doi.org/10.1509/jm.15.0419
Bloom, N., Garicano, L., Sadun, R., & Van Reenen, J. (2014). The distinct effects of information technology and communication technology on firm organization. Management Science, 60(12), 2859-2885.
Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.
Golob, U., Podnar, K., Elving, W. J., Ellerup Nielsen, A., & Thomsen, C. (2013). CSR communication: quo vadis?. Corporate Communications: An International Journal, 18(2), 176-192.
Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers’ purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20(4), 231-250.
Gummesson, E. (2014). Productivity, quality and relationship marketing in service operations: A revisit in a new service paradigm. International Journal of Contemporary Hospitality Management, 26(5), 656-662.
Hult, G. T. M., & Lukas, B. A. (2015). Customer Participation and Knowledge Level: How Will it Affect the Delivery of the Health Care Offering?. In Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference (pp. 208-212). Springer International Publishing.
Jackson, M., Harrison, P., Swinburn, B., & Lawrence, M. (2014). Unhealthy food, integrated marketing communication and power: a critical analysis. Critical public health, 24(4), 489-505.
Kim, J., Kim, J. E., & Marshall, R. (2016). Are two arguments always better than one? persuasion Knowledge moderating the effect of integrated marketing communications. European Journal of Marketing, 50(7/8).
Percy, L. (2014). Strategic integrated marketing communications. Routledge.
Rao, M. (2012). Knowledge management tools and techniques. Routledge.
Schmidt, M., Hattula, J., Schmitz, C., & Reinecke, S. (2016). Marketing Department’s Influence and Information Dissemination Within in a Firm: Evidence for an Inverted U-Shaped Relationship. In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 22-22). Springer International Publishing.
Shimp, T. A., & Andrews, J. C. (2012). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
VerÄÂiÄÂ, A. T., VerÄÂiÄÂ, D., & Sriramesh, K. (2012). Internal communication: Definition, parameters, and the future. Public relations review, 38(2), 223-230.
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