Theoretical Communication Model of Integrated Marketing

The overarching term integrated marketing communication is the concept to optimize the communication of consistent messages to the stakeholder of companies. Providing quality of services and products to the customers is not the only ways of gaining organizational image and reputation (Yeshin, 2012). . In order to achieve the recognition business experts have to communicate with the organizational stakeholders properly so that the interpersonal relation becomes stronger. Integrated marketing communication enables the marketing executives to identify boundaries while maintaining the promotional mix. Integrated marketing communication is constituted with three major approaches including inside approach, outside approach and cross functional strategic approach.

Communication on the other hand is the process of exchanging thoughts and ideas effectively. Two or more than two persons are involved within the communication process for sharing their views as well as ideas. Integrated marketing communication is the widest form of communication process. In order to optimize the needs and demands of the stakeholders business organizations have to make an effective communication with every individual stakeholder be it internal or external. In order to introduce a specific brand beyond going the regional market an effective promotional strategy is highly needed so that people belonging to different geographical boundaries can get an in-depth overview about the reliability of the brands as well as services (Bhupathi, 2016). Without making an effective communication with the customers brands cannot be circulated in different geographical boundaries. This particular study has focused to make a detailed analysis on how communication is important for maintaining an effective promotional campaign for introducing a particular brand.

David Jones is one of the most prestigious up-market departmental stores occupying a predominant place in the realm of retail supermarket. At the very initial journey the business process of David Jones was very much limited within a specific geographical location of Sydney. Australia was the only destination where the business experts delivered their brands and products (Luxton, Reid & Mavondo, 2015). After being collaborated with Woolworths group David Jones decided to expand their entire process of business beyond going the regional market. People belonging to different geographical boundaries get the scope in viewing the reliability of brands and service of David Jones. David Jones being Australia’s leading branded departmental stores have decided to use the platform of media vehicle with the help of which the marketing executives can maintain their promotional campaign in different geographical locations (davidjones.com.au, 2017).

Figure 1: Logo of David Jones

Organizational Approach to ICM

(Source: davidjones.com.au, 2017)

As per the evaluation of marketing manager of David Jones, communication is important than providing superior quality of services. With the help of an effective communication the brand managers can expand their brands and services in various geographical locations to draw the attention of international customers as well. As per the opinion of marketing managers mass communication is one of the most effective ways of making integrated marketing communication strategies successful (Blakeman, 2014). Electronic media, social media, print media, digital media are the most effective tools of communicating with the people of different areas. At the same time, mass communication is effective in multiplying the messages beyond going regional market as well. Therefore, in order to use integrated marketing communication the importance of communication is undeniable.

(Figure 2:  Products of David Jones)

(Source: davidjones.com.au, 2017) 

As per the theoretical communication concept of Belch et al. (2014), integrated marketing communication is one of the major parts of reaching the doorstep of customers belonging to different geographical areas. As per the point of view of this previous scholar advertising is one of the most effective tools with the help of which the target customers can get an in-depth overview about the reliability of brand as well as service process. Advertising can be conducted with the help of various media vehicles. In order to draw the attention of international customers marketing managers intend to conduct the online advertising by using the popularity of social media. This specific scholar has opinion that advertising through social media is having some of the major limitations.

The author has stated that social media is effective enough in drawing the attention of young generation only. Customers belonging to different age group are not very much accustomed with the social media and advanced technology. Therefore, traditional media tools are very much beneficial for that group of customers. Traditional media tools imply print media, electronic media, banners, hoardings and so on. At the same time, electronic media is very much effective for providing the customers an audio and visual effect. However, the author has depicted on how advertising has a major impact on the overall performance level of the business organization (Percy, 2014). People belonging to different geographical boundaries are not aware of the overall products and services of a particular brand. Advertising with the help of different media tools is effective enough in drawing the attention of customers.

Marketing Mix Theory

In order to maintain an effective integrated and marketing communication strategy David Jones has followed some of the most effective approach in order to communicate with the target customers. The primary purpose of effective business promotion is to communicate with the customers properly so that the marketing executives can get an in-depth overview about the needs and demands of the customers (Castronovo & Huang, 2012). While making the promotional activities David Jones has focused on the popularity of new media for drawing the attention of global customers. On the other hand, in order to drag the attention of different group ages David Jones has targeted traditional media as well. This specific part has focused to mention the different approached of David Jones for maintain ICM strategies.

Marketing mix is the concept of promoting the entire business process in different geographical locations by providing using various tools. In order to promote the brand in various geographical corners the marketing managers have primarily focused on four major aspects including product, promotion, price and place. These four aspects of promotional components are otherwise named as 4Ps of communication.

Product:

David Jones is equally available for both male and female consumers. Garments, shoes, bags and accessories are available in the counter of David Jones. In order to draw the attention of global consumers the product managers have decided to design variety of products as well as services. As a result, people belonging to different geographical markets are showing their interest in communicating with the service providers of David Jones in order to receive the service process (Thorson & Moore, 2013).

Promotion:

The marketing executives of David Jones can communicate with the customers only when the executives would like to use various media vehicles for their business promotion. The media vehicles that the marketing executives of David Jones have used for communicating with the customers include social media vehicle, webpage promotion, electronic media as well as print media (Porcu et al., 2012). As per the business strategy of David Jones, online media tools are more effective in communicating with the customers rather than banners or hoardings.

Price:

Affordable price range is one of the most effective business strategies of giving a major threat for its competitors. The marketing executives by implementing low cost strategy have dragged the attention of large number of customers (Lusch & Vargo, 2014). As a result, the marketing communication managers have enhanced the range of target market automatically.  

Place:

Sydney is one of the most convenient places of Australia where people do not have to face difficulties in availing the stores of David Jones. As per the business strategy of marketing managers customers’ communication should be effective always. Place is having a major impact on the overall consumer behavior.

Figure 3: Marketing Mix Strategy

(Source: Reinold & Tropp, 2012)

As per the opinion of some of the eminent scholars direct marketing is always fruitful in making an effective communication with the customers. With the help of direct communication the customers get an opportunity to interact with the service providers directly. On one hand, the customers feel free in providing direct feedback regarding the quality off brands as well as services (Barger & Labrecque, 2013). On the other hand, service providers can get better overview in changing their business strategy and policy after interacting with the customers directly. Online media promotion is very much effective in multiplying the messages in different geographical locations. On the other hand, it is undeniable that online promotion does not allow the service providers to make an in-depth interaction with the customers.

The traditional and promotional method of integrated communication marketing implies a brand promotion with the help of traditional media such as television, radio, banner, signboard, hoarding and so on. Tradition media can interact with the customers of different age group. New media is very much restricted with a specific group of people. Therefore, people of different age group do not get the scope in getting overview about the brands and products (Kim & Ko, 2012). As a result, companies like David Jones were losing the target customers from various age groups of people. In order to overcome this kind of situation, the marketing experts have decided to use traditional communication tools for drawing the attention of customers from diverse age group.

Figure 4: Traditional Media Promotion

(Source: Ekhlassi, Maghsoodi & Mehrmanesh, 2012)

• New Media Strategy And Its Significance:

As per the opinion of some of the eminent scholars the emergence of new media has become more effective in communicating with the employees rather than using traditional media or direct marketing strategy. People belonging to different geographical markets are not aware of the brands if the organizational managers become restricted within local promotion only. The realm of social media is vast that can easily communicate with the people of different geographical boundaries. In order to draw the attention of customers the business managers of David Jones intend to use social media platform for making online advertisement of their products. As per the marketing strategy and policy the business managers of David Jones tend to create the advertising campaign in such a way that people belonging to different geographical boundaries can understand the content (Fill & Turnbull, 2016).. The products have not been designed in a biased way. As a result, the internal communication between the marketing executives and the customers are very much effective.

Figure 5: New Media Promotional Activities

(Source: Reinold & Tropp, 2012)

After evaluating the different approaches of integrated and marketing communication it can be stated that IMC is one of the most effective business strategies and policies for drawing the attention of customers who belong to different geographical markets. Providing the superior quality of service process to the customers is not the only vision of a business organization. At the same time, the managers should implement some effective policies within the process so that customers show their interest in purchasing the products and services. Integrated and marketing communication can be effective with the help of implementing some major communication strategy. In this particular study, the IMC strategies of David Jones have been highlighted from various points of views. The IMC strategy of David Jones implies that the company should use various media vehicles in order to drag the attention of different customers belonging to various geographical boundaries (Barger & Labrecque, 2013). Social media is the perfect media tools with the help of which David Jones has communicated with the customers beyond going the regional market. On the other hand, traditional advertising media enables customers of different age group of getting an in-depth knowledge and information about the products as well as services. This particular study has highlighted the negative impact of social media tools as well. However, implementing marketing mix strategy within the promotional activities is one of the most effective ways of maintaining an effective communication with the target customers regarding the concerned brand as well as services.     

Reference List:

Barger, V. A., & Labrecque, L. (2013). An integrated marketing communications perspective on social media metrics.

Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Bhupathi, M. M. (2016). Integrated Marketing Communications. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries(pp. 425-445). Emerald Group Publishing Limited.

Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.

Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117.

Davidjones.com.au. (2017). Cite a Website – Cite This For Me. [online] Available at: https://www.davidjones.com.au [Accessed 24 Aug. 2017].

Ekhlassi, A., Maghsoodi, V., & Mehrmanesh, S. (2012). Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era. International Journal of Information and Electronics Engineering, 2(5), 761.

Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and participation.

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.

Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.

Percy, L. (2014). Strategic integrated marketing communications. Routledge.

Porcu, L., del Barrio-Garcia, S., & Kitchen, P. J. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/¿ Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedentes y efectos. Comunicación y sociedad, 25(1), 313.

Reinold, T., & Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness?. Journal of Marketing Communications, 18(2), 113-132.

Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy of persuasive voices. Psychology Press.

Yeshin, T. (2012). Integrated marketing communications. Routledge.