What Is The Impact Of Social Media Marketing On Brand Loyalty?
Marketing communication is defined as the complex and fundamental marketing efforts implemented by the business organizations. This allows the business organizations to communicate messages to the target customers by using various media. The most widely used marketing communications include branding, packaging, sponsorships, advertisement and direct marketing. Additionally, marketing communication provides the basic outline thereby, laying the foundation for the rest of the procedures (Parente & Strausbaugh-Hutchinson, 2014).
This report introduces the integrated marketing communication plan for an Australian based fruit juice company named The Daily Juice. The integrated marketing communication plan highlights the brief overview of the company and its products along with advertising objectives for influencing the purchase decision of the target customers. The report also highlights a media plan developed for achieving the objectives along with evaluating the effectiveness of the IMC.
The Daily Juice Company was established in 1989 with only 12 employees with a vision of serving the most delicious and healthy juices for the Australian customers. Initially, the company only produced orange juices but later on based on the increasing demand of the customers, the company launched varieties of flavors. The aim of the company was to serve healthy and delicious fruit juices for the Australian market. The different types of fruit juices launched by the company include Nourish Green, Nourish Green and Nourish Orange. The company packaged the juice in the family pack as well as in breakfast bottles. After serving only orange juice over the years, the company has launched the new flavors. This will provide the company to attract the customers and increase the demand for their juices manufactured by the company. Therefore, the company needs to communicate the new products to the target customers in the Australian market by developing and implementing suitable IMC (Dailyjuice.com.au, 2017).
The company has considered both demographics and psychographics approach while deciding the target audience. Reports suggest that majority of the Australian population is suffering from health complications due to unhealthy lifestyle and daily diet (Daa.asn.au, 2017). For example, large Australian population is suffering from obesity due to consuming high amount calorie in their daily diet. According to the National Health Survey, almost 63.4% of the Australian population is obese and the numbers have doubled since 1995 (Abs.gov.au, 2017).
Figure 1: Obesity in Australia from 1995-2015
(Source: Abs.gov.au, 2017)
Based on the above market analysis of Australia, the company has decided to provide a healthier option for the population. The launch of the fruit juice will help the Australian population to consume drinks with fewer sugar additives thereby, allowing them to consider a healthier alternative. As the graph suggests that from 18 years onwards, the majority of the population is suffering from obesity, the target customers include young adults and adults. As demographic segmentation of the target customers is covering a huge population, the company has also used psychographic segmentation (Boone & Kurtz, 2013). The psychographic segmentation highlighted the most preferred flavors among the Australian population. Therefore, the company has launched Nourish Green and Nourish Berry based on the psychographic segmentation of the target customers.
The main five advertising objectives developed by the Daily Juice Company include:
The marketing objectives set by the Daily Juice Company aim towards communicating the information about the company, promoting the product, developing brand awareness along with influencing customer interest and their purchase decision. This will help in attracting the customers along with increasing the business. The advertising objectives will allow the company to create a unique image in the eye of the customers and sustain in the competitive market.
The alternative method selected for advertising the product is through broadcasting in the social media. Social media is the most widely used platform used by the population and is used for information sharing, knowledge gain and communicating (Tuten & Solomon, 2014). Social media is not only restricted to making personal relationships but also has spread its wings for various other uses. Business organizations use social media platform for developing brand awareness, promoting the product and the company along with influencing customer interest and purchase decision (Saravanakumar & SuganthaLakshmi, 2012). Social media broadcasting allows the business organizations to aggregate opinions and discussions to reconstruct significant attributes of marketing for the business organizations. Therefore, social broadcasting will allow the Daily Juice Company to communicate advertising objectives to the target customers. As social media is widely accessed by all age groups within a population, the selection of this media for advertising is justified.
As commented by Whiting & Williams (2013), broadcasting is defined as transmitting some information about a program, product or service by radio or television. Traditionally, business organizations used television and radio broadcasting as the advertising medium. As television and radio were widely used, the business organizations were able to reach out their target customers efficiently. However, the use of television and radio has decreased over the years. Therefore, the Daily Juice Company has opted for social media broadcasting, as the entire population uses it extensively. Social media broadcasting will allow Daily Juice Company to live stream the launch of their product. The company can use both paid and free providers for live stream the launch of the product. However, the company prefers free social media broadcasters such as Facebook and YouTube as it is extensively used. Additionally, the videos can also be uploaded to the Facebook about the company and the product. The selection of social media broadcasting is justified as this will allow the company to directly communicate with the entire population thereby, influencing their interest and purchase decision.
The Daily Juice Company is an Australian fruit juice company that has launched Nourish Berry, Nourish Orange and Nourish Green for the Australian market. The company has launched both family pack as well as breakfast bottles. The market has grown over the years but the company plans to increase the business and customers further.
To develop brand awareness
Promoting company knowledge
Product promotion
Influencing customer interest
Influencing customers purchase decision
By using social media, Facebook as the advertising medium, The Daily Juice Company placed ads related to the juice and its healthy properties. The company emphasized on both computer and mobile users. Additionally, the company included data from the past activities, the company ensured a variety of advertisement testing. This allowed the company to optimize the impact of the advertisement by determining the buying cycle of the customers (Kaur, 2016).
The company also emphasized on integrating social media with Facebook in order to communicate their product to the target customers. The company included Facebook in their social app. As a result, it was easy for the customers to create an account, log in and explore information about the product and the company. In order to encourage signups based on targeted audience, the management of the Daily Juice Company made use of the mobile app install the app. This allowed the company to sort their audience based on reactions to videos ads. In addition to, this allowed the company to use cleverly of lookalike audience thereby, strategizing and optimizing their advertisement (De Vries, Gensler & Leeflang, 2012).
The company also emphasized on brand building and simplicity with promotional teaser containing information about the product and the company. In order to make the audience emphasize on the new product, The Daily Juice Company used different types of images and videos portraying refreshing and delicious content of the juice. The brand was double likely to be associated with the summer trend compared to the competitors (Kim & Ko, 2012).
The use of social media as the medium of communicating with the target audience is most appropriate due to various reasons. As commented by (), the social media, Facebook is one of the most widely used social platform by the mass. This is because the social platform is easily accessible by people of age groups. Therefore, a majority of the adults and young adults are using Facebook on a daily basis, the use of this social media allowed the company to reach out the target customers easily. Facebook is one of the most cost-efficient tools for digital marketing that increases the visibility of the business. Therefore, using Facebook as the social media platform will increase the brand awareness thereby, engaging the target customers easily. According to Erdogmus & Cicek (2012), using social media helps the companies to reach their loyal customers. Therefore, the use of Facebook will allow the Daily Juice Company to reach a wide range of customers. As a result, the company will be able to increase their customer base thereby, sustaining the competitive market.
The increment in the visibility of the business by using Facebook for advertising the product gained more opportunities for the company. The company was able to post videos, images along with blog posting. As a result, information in terms of the product and the company became more transparent for the target audience. Each time the Daily Juice Company posted videos and images of the product, the traffic of the website were increased. As mentioned by Turhan (2013), advertising through social media allows creating a positive image in the eye of the customers. Therefore, the positive image in the eye of the target customers enables the customers to think about the juice of the company when they are looking for a healthy drink.
The means selected for evaluating the effectiveness of the integrated marketing communication is critical. One of the significant methods of evaluating the effectiveness of the integrated marketing communications is by comparing the before and after sales results of the campaign (Sahebjamnia, Torabi & Mansouri, 2015). For example, if the marketing communication objective of the Daily Juice Company is to increase the brand awareness by 10% by the end of 2017, the sales results before and after setting the marketing communication objectives need to be evaluated. This provides an opportunity for the business organizations to determine if the marketing communication plan is successful or needs improvement for achieving the desired results. However, on the contrary, due to the dynamic nature of the market, the effectiveness might be misjudged.
On the other hand, the effectiveness of the integrated marketing communication plan can also be evaluated by determining the effectiveness of the advertising campaign (Xu & Yeh, 2012). It is necessary for the business organizations to create a unique image in the eye of the target customers. Being different allows the business organizations to sustain the competitive market by attracting customers from the competitors. The company needs to attract the psychology and emotion of the customers thereby, influencing the customer purchase decision. Whenever the customers need the product, they avail the services of that particular company. Therefore, the Daily Juice Company needs to create a unique image in the eye of the customers that will influence the consumer purchase decision thereby, ensuring the customers buy juice only from their company.
Conclusion
In this report, it can be concluded that integrated marketing communications are one of the most successful business strategies used by the business organizations for communicating with the target customers. Integrated marketing communications will allow the Daily Juice Company to coordinate and integrate all the marketing communication tools into a seamless program thereby, increasing the efficiency of the value proposition for customers at a minimum cost. Social media broadcasting is the advertising vehicle selected by the Daily Juice Company in order to communicate the product to the target customers. The advertising plan developed by the company is based on the advertising objectives that allowed the company to stick to the goals while working. Evaluating the effectiveness of the integrated marketing communications is crucial due to the dynamic nature of the market thereby, making it unreliable at certain instances. However, comparing the sales results before setting the advertising objectives will allow the Daily Juice Company to evaluate the effectiveness of the plan.
References
Dailyjuice.com.au. (2017). About Us – Daily Juice. [online] Available at: https://dailyjuice.com.au/about-us [Accessed 6 Sep. 2017].
Daa.asn.au. (2017). The facts on overweight & obesity in Australia – Dietitians Association of Australia. [online] Available at: https://daa.asn.au/smart-eating-for-you/smart-eating-fast-facts/medical/the-facts-on-overweight-obesity-in-australia-link-to-ahww/ [Accessed 15 Sep. 2017].
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.
Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.
Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362-369.
Kaur, G. (2016). Social Media Marketing. Asian Journal of Multidisciplinary Studies, 4(7).
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Erdo?mu?, ?. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
Turhan, A. (2013). Social Media Marketing.
Sahebjamnia, N., Torabi, S. A., & Mansouri, S. A. (2015). Integrated business continuity and disaster recovery planning: Towards organizational resilience. European Journal of Operational Research, 242(1), 261-273.
Xu, Y., & Yeh, C. H. (2012). An integrated approach to evaluation and planning of best practices. Omega, 40(1), 65-78.
Abs.gov.au. (2017). 4364.0.55.001 – National Health Survey: First Results, 2014-15. [online] Available at: https://www.abs.gov.au/ausstats/[email protected]/Lookup/by%20Subject/4364.0.55.001~2014-15~Main%20Features~Overweight%20and%20obesity~22 [Accessed 15 Sep. 2017]
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download
