Integrated Marketing Communication

Integrated marketing communication 0
Integrated Marketing Communication
Student’s Name
4/9/2019

Integrated marketing communication 1
Contents
Introduction................................................................................................................................2
SIVA framework........................................................................................................................4
IMC practice at David Jones......................................................................................................5
Conclusion..................................................................................................................................6
Recommendations......................................................................................................................7
References..................................................................................................................................8
Appendix 1...............................................................................................................................11
Appendix 2...............................................................................................................................13
Appendix 3...............................................................................................................................14

Integrated marketing communication 2
Introduction
Integrated marketing deliciously blends all the various disciplines of selling a product
or service into one unified battle strategy. It integrates all the communication tools to
properly communicate the strong message about the brand. Integrated marketing strategy
helps in developing strong brand equity and holding a strong reputation in the market
(Luxton, Reid, & Mavondo, 2015).
According to the financial report 2018, David Jones suffered a 25% plunge in the
profits which is $712.5 million loss suffered by the company in the year 2018. The loss faced
by the company developed the emerging need to bring transformation in the current
communication strategy and adopt the contemporary communication channels to create brand
awareness and develop strong brand equity. The company has shifted its focus on Asian
customers and added different strategies to attract potential customers (David Jones, 2019).
The report will describe the integrated marketing communication of David Jones, one
of the leading premium retailers in Australia. It is the oldest continuously operating store in
the world and delivers superior quality product and services across national and international
brands in fashion, beauty, food, technology, and homewares (David Jones, 2019).
Due to declining sales, the company has decided to realign its marketing strategy with more
focus on social media marketing. The usage of different communication tools will help the
company in developing a strong brand identity and increase the sales of the company.
Social Media and Digital Marketing
Digital marketing is considered as an emerging marketing tool to communicate with
the customers. It includes all the marketing efforts that use electronic device or internet such

Integrated marketing communication 3
as search engines, email, websites, and social media to unite with the existing and prospective
customers. According to the annual report, David Jones is targeting the online community
and gearing to become the Omni Channel retailer by providing the shopping options at the
online store, mobile web store and social commerce store (Blakeman, 2018).
It is analyzed that David Jones has partnered with Columbus agency and has
remarketed its strategies to turn the website visitors from browsers to buyers. It has used
remarketing lists for search ads (RLSA), Google Display Network (GDN).
Considering David Jones, as per Appendix 1, has developed an online website and
uses social media platforms to promote the image. The company has coincided with
Facebook and developed want to click along with the like click to promote the sales. The
company has promoted 9000 products on its online website to provide ease to the customers.
The company uses Twitter and Instagram page to connect to the customers It showcases its
recent opening of the new store and provides the platform to the customers to interact with
the company (Manser Payne, Peltier & Barger, 2017).
Sales Promotion
Sales promotion tool is used to boost the sale in the short term. This communication
tool helps in enticing the customers and offering discounts, coupons and has designed offline
and online gift cards for its customers. Referring to Appendix 2, the company has recently
developed a promo code for April 2019. It offers clothing, shoes, and accessory at 50% off. It
has developed an e-gift card, classic black or berry gift card which provides the rewards and
incentives ranges from $5 to $ 4999. Such strategies turn prospective customers into loyal
ones (Finne & Gronroos, 2017).
Sponsorship