Challenges And Solutions For Marketing Communication At ABC Corporation Australia

External Communication Challenges Faced by ABC Corporation Australia

The communication plays an essential role in every organization as it connects business with clients and establishes a long-term relationship for the success. However, poor marketing efforts and issues negatively affect the growth of the company because customers remain uninformed about the products and services (Illia & Balmer, 2012). The present report discusses the several external communication challenges face by ABC Corporation Australia to improve its marketing effectiveness. Further, the report provides the solution to enhance the external communication through which a company can easily reach out its customers as well attract them. Moreover, recommendations have also been provided for any such communication issues occur in the future.

ABC is an Australian based global apparel organization which has several retail stores dealing with varied types of sports and bicycle clothing. This brand is famous for the timely delivery of product and rendering the outstanding services for a large number of customers in Australia.

The public impression of an organization defines the success or failure of the company in the long-run. However, the inability of ABC company to cope up with the technologies changes in the market efforts makes it difficult to reach the potential buyers and increase its sales turnover. This is because customers do not get the information related to a wide range of products and services offered by the business.

The primary purpose of the proposed report is to identify the various marketing communications challenges faced by the company in dynamically changing market conditions. Besides, to evaluate advanced technology and social media effectiveness for improving marketing communication and to create a feasible solution to have better external communication.

The external communication challenges as a result of increasing globalization are improving marketing effectiveness in reaching their customer.

Digitalization of communication is the progressive thing which reflect in the way of planning and execution of programs incorporation marketing communication (Kapferer, 2012) In today’s globalization era, technology play a vital role in promoting and the products and maintaining the brand equity. In this context, today it becomes more comfortable for the companies to reach out customers directly through the various technical communication media such as websites, cloud computing, and online media (Mayer, Borges & Simske, 2018). So, with the changing technological environment marketer need to be top of that advancement so they can reach out the more target customer.

However, ABC corporation is still using the traditional method of marketing in spite of new age technology. Owing to this, a company is facing issues in communicating with customers. In addition to this, technology provides an opportunity for companies to access bigger markets and competes internationally (Mohr, Sengupta & Slater, 2010). For example, customers can quickly get the products they are looking for when they are provided the option of online sales. This makes it possible for them to get more detail about the products and services offered by the business. By these technologies’ companies get instant feedback from the customer which is the most beneficial. However, ABC corporation face issue in interacting with customers because of its traditional approaches; thus, it needs to update the technologies and adopt the same to reach the customers (Fill, 2009). 

Solution to Enhance Communication at ABC Corporation Australia

Communication is a vital part of any business’s marketing system as it bridges the gap between customers and the company by offering quality information (Mangold & Faulds,2009). At this juncture, social media plays an essential role in bridging the gap between the customer and the company (DiStaso, McCorkindale &Wright, 2011). In this context, social media facilitate with a better visual interface through which customer can easily access the company products online. By using this customer can make a faster decision about the products whether to buy or not.  Furthermore, due to social media within a minute’s companies marketing campaign go live and customers begin engaging with the brand. In addition to this, social media allows businesses to continually monitor and track the performance of their campaigns (Kaplan & Haenlein, 2010).

Although, through social media company can easily connect with the customer without any constraints but it becomes a threat to long-established business models and corporate strategies (Hennig-Thurau & et al. 2010). However, marketing communications under technology have both an opportunity and a challenge for companies but in ABC Corporation facing issues due to lack of technology friendly marketing strategies. As in a competitive environment where other companies using social media effectively for marketing, on the other hand, ABC company need to apply additional resources for managing online presence and marketing of products which increases marketing cost. Simultaneously, due to lack of online presence new edge customer are not aware of the brand sufficiently as compared to rivals which result in reduced benefits for the company.

 In the current globalization scenario, internationalization is the only way through which companies can remain competitive. However, many businesses face the issue in their international presence due to poor communication with its customers. This happens because of cultural barriers where the appropriate degree of adaptation and standardization is required to gain a competitive edge (Brei, d’Avila, Camargo& Engels,2011). In this context, several companies follow the standardization process because it offers significant cost advantages. According to that companies provide the same range of products, pricing and promotional strategies to maintain the standard brand value and communicate customer easily. However, sometimes it fails to address some of the differences such as cultural diversity, language, environmental condition, etc. which is associated with each market conditions (Nasir & Altinbasak, 2009). On the other hand, adaptation is a costly affair but facilitates business to have proper communication with customers by adopting the marketing practices from a local market environment (De Mooij, 2018).  

Recommendations for ABC Corporation Australia for Future Communication Issues

Companies need to maintain the balance between the two for the smooth expansion of companies in a global market (Vrontis, Thrassou & Lamprianou, 2009). In this regard, as ABC company can use the adaptation from regional differences through which buyers would get more information regarding the lucrative offer or quality of products and services. This proves to be useful in gaining the attraction of buyers and meet their expectations in an efficient manner.

Customer relationship management (CRM) is the tool used by the organization to improve the business relationship with customers. This department ensures that customers are timely informed regarding any of the issues occurring in their purchasing process or product quality (Kumar & Reinartz, 2018). Besides, by implementing CRM software companies get better customer management with increased customer acquisition because it integrates the entire customer relationship lifecycle from old to existing and new consumers (Wang & Feng, 2012). However, ineffective CRM of ABC might be a potential reason behind the poor communication with customers as their feedback is not received and accordingly, it does not get what strategies are to be adopted for increasing the customer satisfaction (Alrubaiee & Al-Nazer, 2010). It leads the customer retention process and more returning customers which are the sign of healthy and productive company (Khodakarami & Chan, 2014). Furthermore, CRM provides data and meaningful information which gives marketer more visibility in deciding for improving customer relationship process of a company. This would be effective in increasing the competitive edge of the business and supporting the corporation in the right direction.

Conclusion

The report concludes that technology and social media are the significant external communication challenges which affect the communication process of the business with customers.  the marketing effectiveness. In the current scenario of globalization, it is must for the organization to use the various technology and marketing communication strategies for the retaining and attracting new edge customers. However, if the external communication technology of the company is not updated with the current globalization market condition, then the organization will fail to manage the customer relationship in the long run. Also, it can be concluded that ABC company need to understand and agree to follow the current marketing communication strategies for reaching their customer. According to the report, it can also be concluded that the effectiveness of marketing communication and strong customer relationship management is the main contributor to the growth and success of the organization. Hence, the system needs to be well monitored and improved when necessary.

From the above analysis, it is recommended that ABC company should use several communication technologies which helps in the future for maintaining the customer engagement. For example, since the company operates on traditional marketing communication technology so it should improve the marketing techniques to attract the new age customer by using various communication channels such as social media, email, and messages, etc. Further, management should create customer relationship management software through which company can interact and maintain the databases about all the customer and potential ones. In can help in understanding the customers current and future requirements. Besides, for supporting and retaining the customer in the long run towards the organization, external communication should be well implemented. To make it, the organization should utilize professional and powerful external marketing communication software. Furthermore, the company should adopt the standardization and adaptation strategies to expand globally and reach out the more potential customers.

References

Alrubaiee, L., & Al-Nazer, N. (2010). Investigate the impact of relationship marketing orientation on customer loyalty: The customer’s perspective — International Journal of Marketing Studies, 2(1), 155.

Brei, V. A., d’Avila, L., Camargo, L. F., & Engels, J. (2011). The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis. BAR-Brazilian Administration Review, 8(3), 266-287.

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

DiStaso, M. W., McCorkindale, T., & Wright, D. K. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37(3), 325-328.

Fill, C. (2009). Marketing communications: interactivity, communities and content. Pearson Education.

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., &Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330.

Illia, L., & Balmer, J. M. (2012). Corporate communication and corporate marketing: Their nature, histories, differences and similarities. Corporate Communications: An International Journal, 17(4), 415-433.

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.

Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), 27-42.

Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Springer.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.

Mayer, J., Borges, P. V., &Simske, S. J. (2018). Introduction. In Fundamentals and Applications of Hardcopy Communication (pp. 1-5). Springer, Cham.

Mohr, J. J., Sengupta, S., & Slater, S. F. (2010). Marketing of high-technology products and innovations. Pearson Prentice Hall.

Nasir, V. A., &Altinbasak, I. (2009). The standardization adaptation debate: creating a framework for the new millennium. Strategic Management Review, 3(1), 17-50.

Vrontis, D., Thrassou, A., &Lamprianou, I. (2009). International marketing adaptation versus standardisation of multinational companies. International Marketing Review, 26(4/5), 477-500.

Wang, Y., & Feng, H. (2012). Customer relationship management capabilities: Measurement, antecedents and consequences. Management Decision, 50(1), 115-129.