Importance of Marketing Communication in Promoting Brand Awareness and Customer Loyalty

Marketing communication

Table of Contents
Marketing communication...............................................................................................................1
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
Different marketing channels.................................................................................................4
The importance of marketing communications both within and across organisations
as well as to the various stakeholders with a prime focus on customers....................8
Defining objectives and how they relate to the business...............................................8
How they serve communication objectives:........................................................................9
The importance of integration – value to the business and maximising resources.. .9
The role of marketing communications in promoting and developing following
aspects -.................................................................................................................................9
Ethical issues in marketing communications: advertising to children, pressure selling
techniques, ‘greenwashing’ and privacy.............................................................................9
TASK 2..........................................................................................................................................10
Communication objectives and Setting the communication objectives in relation to
marketing and business objectives..................................................................................10
Justification and selection of tools for communication........................................................11
Defining and exploring the communications planning process.................................13
Linking communication and business objectives to the product life-cycle. The role of
budgeting in IMC..............................................................................................................13
Channel selection and integration:..................................................................................15
TASK 3..........................................................................................................................................15
Marketing communications mix:.......................................................................................15
Appropriate design and content:......................................................................................18
Colours and symbols as brand building tools................................................................18
The importance of visual art design, typography and page layout. Website design and
development with e-commerce capabilities......................................................................18
TASK 4..........................................................................................................................................19

Monitoring and evaluation:..............................................................................................19
Monitoring and evaluating marketing communications plans and operations. Ways of
measuring and evaluating a marketing communications plan....................................20
Linking measuring and evaluation to the overall marketing and business objectives
and strategy.........................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................22

INTRODUCTION
It is necessary for business to use a integrated marketing communication effectively
which leads to promote their products to the targeted audience. Integrated marketing
communication is an approach to creating experience with consumers to interact the
brand/enterprises (Blakeman, 2018). It recognize the value of comprehensive plan that evaluates
the strategic roles of a variety of communication disciplines advertising, public relations,
personal selling and sales promotion which combines provide clarity, consistency and maximum
communication impact. It is essential for a companies to develop an objectives of marketing
campaign and accordingly build plan in order to serve the products and services to the targeted
customer. In the following report is about Ikea that is using a various integrated marketing
communication tools. Ikea is one of the leading brand across the globe. It is situated in the
Netherlands that design and sells ready to assemble furniture, home accessories and kitchen
appliances. Ikea has been world's largest furniture retailer since 2008. They provide a various
service to the customers like moodiest design of appliances, interior design work and ozone-
friendly services. The Ikea brand is strongly uses a integrated marketing communication strategy.
The scenario of the report is that it requires using specific organisational examples, and provide
critical evaluation of different types of marketing communication channels, and how such
marketing channels are integrated within an organisational context to add value, maximise
resources, and serve the communication objectives. The paper consist in this reports objective of
the marketing as well as different marketing channel used by the business to promote their brand
and fulfil the needs and demands of the customers, also concluded analytical evaluation of
marketing plan and different communication channels in this report.
MAIN BODY
TASK 1
Different marketing channels
Various channel of marketing channels-:
Definitions of marketing communications. - Marketing channels are those which the
physical distribution of goods takes place from the producers to the customers. All goods
through different channels of distribution and marketing will depends accordingly which channel
you are uses. There are number of need and demands of customer which is fulfil by the marketer.

Marketing communication channels refers to the present information pool to the potential
customers (Turner, 2017). This channel carry each and every organisation because in order to
increase the revenue and profit. There are various routes of communication like advertising,
television, magazine, radio, newspaper, email, webpages and direct mailers. This channels are
affordable for marketer and easily promote their product and services. When a internet in now
days become a most viable marketing communication channels and easily reach to the ideal
customers. Choosing right marketing channel strategy so distribute a message to a target
audience in effective & efficient way and create a strong relationship with the customers. There
are various affordable marketing channels of communication in both traditional and online
which are discuss below:
Multi channels marketing-: Multi channels refers to the it is distribution chain of
businesses and intermediaries through which goods and services passes until it reaches the end
consumers. A distribution channels includes wholesaler, retailer, distributor and even the
internet. Under this, which one or more stream flowing. In reference of ikea, It applies the
multichannel of marketing which uses a many different marketing channels to reach costumer. It
is using a this strategy which easily target a different marketing segments of buyers and
delivering the right products in the right places in the right way at the least cost.
Advertising-: Advertising is one of the very effective and efficient way to promote their
brands. It includes both print and media advertising. Many organisation are uses a paid
advertising because this is works well in some cases they are driving direct conversion. In
context of Ikea, It relies on print and media advertising as one of its main marketing strategies
to deliver its marketing message to the target customer segment. The company collaborates with
a range of journals and magazine and TV channels globally for this purpose. For example,
billboard fitted on wardrobes were placed by Ikea in selected outdoor locations Vienna
(Szromnik, 2016).
Social media marketing-: Social media is a broad aspects in which used as a strategy to
strengthen the relationship with customer and also enhancing its engagement with the brand. It
allows the direct interaction with the audience in order to increase a relationship with the end
users. Ikea also uses a social media platform due to increase the level of brand awareness. Now
days interacting with customer on social media platform is a great way to understand the

consumer minds. It gets insights from their customers and runs successful digital campaign. Ikea
gives tips and offers expert advice to their customers.
Content marketing-: Content marketing is a important media for a firm and allow two
important things for the business. First, It allow provide value to the customers and second,
Content marketing helps with your SEO efforts. In relevance of entity, Content marketing is
play important role in Ikea's digital marketing strategy. In the digital age, catalogue aren't enough
to even for the world largest retailer hence they invest in content marketing. Ikea is the master
piece in digital marketing and they way to present online content that people eager to watch. For
example, Home tour series videos and inspirational boards are the best example of their
effective content marketing.
Sales promotion-: Sales promotion is a tool which uses a many a company in order to
increase the sale of product. Ikea uses a various sale promotion techniques which is discuss
below-: Customer loyalty programme-: Ikea is promote their products through this technique in
which it is part of 100 million members and 10 million new members join every year. It
is run a family membership programme which provides a range of benefits such as
monthly product discount. Free gifts-: Ikea is global furniture retailer offers free gift occasionally to the customers.
For example. Family card and family holiday to Sweden. Seasonal price discount-: Ikea provides their customer seasonal price reduction in order
to home improvements and furnishing chain regularly announces special sales
promotional on notables dates and events like Black Friday, Cyber Monday etc.
 Point of sale-: Ikea is a attractive way to presenting the product or show the customers
with the help of display brands, attractive posters and mail boards etc.
Critically analysis of different communication channel-:
Strengths:
 Social media marketing most effective and efficient way to promote their brands and it is
ability to reach a wide- reaching, It is easy to network and e-meet people. It is great way
to distribute information and provide ability to have public conversations (Reddy, 2018).