Integrated Marketing Communications

This document provides an overview of integrated marketing communications and its importance for organizations. It discusses different marketing channels and how they contribute to communication objectives. It also defines the communication objectives for Zappos.com and justifies the selection of social media as a communication channel.

Integrated Marketing
Communications

Contents
Introduction......................................................................................................................................2
TASK 1............................................................................................................................................2
Types of Marketing channels and how they contribute communication intentions for
organisation.................................................................................................................................2
TASK 2............................................................................................................................................6
Define communication objectives for organisation....................................................................6
Give justifications for selection and integration of communication channel chosen..................8
TASK 3..........................................................................................................................................10
Make a marketing communication plan that effectively meet the communication objectives. 10
TASK 4..........................................................................................................................................12
Assess marketing communication plan in context to communication strategy, channel choice
and creative content...................................................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
1

Introduction
Integrated marketing communication also known as IMC is a type of strategy where an
organisation's marketing department function in an interconnected approach. The strategy
include various marketing collateral, such as; Digital, PR, mail, social media etc. into one
dependable message. It is one of the easiest theory of marketing which confirm that all
communicational activities should linked with each other (Pinegar, 2018). At very initial stage
IMC means integrating all the promotional tools so that it can work with harmonising and careful
way by ensuring consistency of the message and complementary use of different media. Thus the
strategy use various innovative ways in order to ensure that customers of the organisation get the
rightly conveyed message at right place but also in right time. Today, in competitive world of
marketing, advertising and marketing campaigns are need to be powerful enough that theses
campaign must able to deliver consistent marketing message among its customers around the
world and also ensure strong position in the market. In the current reporting purpose on the given
subject, chosen organisation is Zappos.com, an online retailing company and its parent company
is Amazon. Company deals with shoes, clothing and accessories at online. The following report
will cover different aspects of marketing and its essentials in context to Zappos.Com.
TASK 1
Types of Marketing channels and how they contribute communication intentions for
organisation.
Marketing channel is a system which include people, organisation and various activities
that are needed to perform in order to transfer product from production place to consumer of the
product or can say ultimate buyer of the product (Kopelman and et. al., 2012). However it is
often mixed with another term that is, distribution channel.
Importance of integrated marketing communications
It is essential to focus on integrated marketing communication so that goals are achieved
in proper manner. Despite the shift toward new digital media, however,traditional mass media
still capture a lion’s share of the pro-motion budgets of most major marketing firms, a fact that
probably won’t change quickly. For example, Zapoos, a leading proponent of digital media, still
spends a lion’s share of its huge advertising budget on mass media. Although firm digital outlay
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more than doubled last year, digital still accounts for only about 5 percent of the company’s total
advertising spending.
Personal communication channels
It is most effective way of communicating in which two or more than two people
communicate directly with each other. For example- it is done through mail or e-mail, internet
chat etc.
Non personal communications
It is kind of media which transfer messages without any personal contact or feedbacks.
For example- it includes print media, events, online media etc.
It is often considered as tough decision for the company to choose most suitable and right
marketing channel that can drive ROI for the company in return. Since technologies are changing
at a rapid pace specially in marketing, which have created so many platforms hence it making
marketing difficult for company to choose most appropriate channel (Gotter, 2018). Since,
Zappos.com is an online retail store offer variety to its customers, thus it is necessary for the
company to stay updated regarding different marketing channels. The craze for social media like;
Facebook, Instagram, YouTube etc. is getting increased on day by day. Thus using these
platforms are most advantageous for the company to increase the profitability plus attracting
customer around the world have become easy. Some of the marketing channels that are now
becoming most trending and have resulted significant ROI for several companies other than
online businesses as well and also for Zappos.com, are mentioned below:
 Social Media Platforms. Social media platforms are now most rated stage for gathering
people around the world and thus gaining significance more and more with time. People
are now connected all the time just one click away (Pelletier, & Mujtaba, 2015). These
platforms have provide a stage for people who can gather and influence any subject with
their viewpoint. Today, for companies who want to advertise and market their product or
services, now can do easily with already available viewers. Social media platforms have
made communication as an easy process. At first company usually believe in making
relationship art first not sales as priority. Company enthusiastically involve with its
followers. For instance, Zappos.com with its profile in Facebook, escalate quarries from
viewers regarding any product are now easily updated.
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Illustration 1: How Zappos using
Social media platform
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 Pay-Per-Click Marketing. In marketing world where marketing channels are important
and where PPC method of advertising is still considered as a supreme steamroller, since
now with various options are available to brand. Company either hire agency or have
their own to manage this type of marketing at Zappos. When it comes to advertising
Zappos.com is considered as king of all. According to AdGoorooreport in 2014, which
reported that Zappos ranked top of all advertisers in the retail apparel category (Zeckman,
2014). At present, there are two leading forces are there in PPC domain firstly, Google
Ads and secondly Facebook or Instagram Ads.
 Email Marketing. Email marketing considered as one of the direct method to response
customers through different offers in their personal mail box. For that, users of the mail
have to opt for regular mail updates of the company for any special offers are coming as
customers want to hear from company, so that they can open received emails in order to
acquire know-how about latest products, deals and how these offers going to benefit to
them (Shuda, 2021).
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 Company Website. Smartly designed company's website can be another significant
marketing channel. Company's website must offer an effective impression in the mind of
viewers and company should clearly symbolize their products, brand and services in an
attractive manner. This is the ultimate platform where users will come and when they
become obsessed with representation and will be interested in learning more about the
company. For company like Zappos.com who do online business it is very much
important tool to attract customers with their website and if viewers can’t find what they
are looking for then they will move as soon as possible even they will not going to stick
around to find out.
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Illustration 2: Top Cyber Email Design

TASK 2
Define communication objectives for organisation.
Communication play vital role for organisation as through communication process
various informations are exchanged and understood between more than one people. A good
communication successfully reflect true intentions for carry out any particular conversation and
similar way in business as well (Ang, 2021). Communication act like life blood for any company
hence any shortcoming could damage the business. In order to understand the objectives of
communication in terms organisation, in following section the objectives are mention:
Exchange Information. One of the primary goal of business communication is to
exchange information with both inside and outside parties of the company. Internal
communication of organisation is done through variety of ways like; Suggestion, instructions,
orders, opinions etc.
Develop plans. Plans act like blueprint for future actions and guide the path for the
company (Porcu, Barrio-García and Kitchen, 2012). Plans should be developed for
accomplishing organizational objectives. Thus in order to developing any plan, management will
need information. In this respect, the objective of communication here is, to supply requisite data
to the concerned management authorities.
Implementation of Plan. Once the plan is ready, next step is to be implementing the
plan which require proper communication in order to avoid any mistakes. It also require well-
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Illustration 3: Zappos.com

timed to communicate with the concerned authorities. Thus, communication intent to
transmitting a plan end-to-end of the organization for its successful implementation.
Assist in Policy Formulation. Policy act the road map for executing organizational
activities. It also known as standing judgements for any recurring troubles of the organisation.
Thus it is important and company needs to create proper policies to lead operations within the
organisation (Rakić and Rakić, 2014). While making policies, it need information from various
sources and various departments. Therefore, main purpose of communication is to gather
necessary information in order to formulate policy.
Coordination. It is a primary management function which involve tie-up the various
functional departments of organization into integrated towards common objectives of the
company. Without effective coordination, organizational goals are impossible to achieve.
Another important objective of communication is to establish synchronizing the functions of
several branches.
Motivate Employees. Employees of an organisation are the most crucial asset hence for
continuous and effective performance of its workforce, they need motivation which can be
provide either with different financial rewards or through non- financial rewards to the
employees (Ots and Nyilasy, 2017). Financial needs, which include monetary returns whereas, in
order to fulfil non-financial needs, management need to communicate with employees on a
consistent basis both formal and informal way.
Achieve Organizational Objectives. In order to achieve cooperative efforts of managers
and workers, where both are the indispensable for attaining managerial objectives.
Communication help in establishing coordination and synchronize the attempts of every
employees at different stages to accomplish the specified objectives for the organization.
AIDA for Zappos:
The AIDA Model help company to determine cognitive phase that it goes through during
the buying process for a product or service by setting a purchasing funnel where buyers go to and
way back at each stage in order to support them in making customer with their final purchase.
Simply put, model is applied in marketing process that define the path for customer which goes
through in the process from purchasing a product (Shin, 2013) to making payment. For instance,
the success of the product presentation in online shop could be analysed by applying the four
phases of the AIDA.
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Awareness: It refers to developing brand awareness or association with company's
product. Since zappos through it continuous online present at every platform, its customers have
strong awareness about company's offerings and their strong existence at every level. Zappos
uses different platforms like, social media, newsletter, TV commercials etc. where company
deliver its message to provide assured WOW experience to every customers who join them.
Interest: This refers to creating interest in the benefits of company's product and also
enough interest to promote buyers to start to research further about product. By creating
sensational contents that influencing commercials ad in television and social media platforms
where Zappos offer its different products, from shoes to clothing and accessories with major
brand and occasional or seasonal offers, are successfully catches the attention of its customers
and hence they successfully make interest among them.
Desire: In this part of the model where company with their product, try to build an
emotional connection through which customer can share their emotional attachment with product
which in return create brand personality that drive consumer from liking the product to wanting
it. Zappos after take over by Amazon, company left curious to its customers, like what will be
the strategy that can offer new products after merging with Amazon. This create buzz among
people and excitement to see offerings.
Action: Ultimately at the final stage of the model change buyer by continuous
interactions with company's offering into next stage that is the final one where company
successfully convert potential customer into ultimate buyer of the product. Where company take
suitable actions through various mediums like; downloading a brochure, making the phone call,
any event, joining company's newsletter or engage in live chat or much more.
Give justifications for selection and integration of communication channel chosen.
For Zappos.com, at present the most suitable marketing communication channel is social
media platform as it provide easy access to its customers and prospect customers around the
world. Social media platforms allow people to exchange informations than any other mode.
Hence, choosing right platform, from where people can see or share informations is significant
for company that drive benefits to them (Nelson, 2018). This marketing communication channel
help to reach millions of customers worldwide. On following reasons, Zappos select social media
as IMC:
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 It is Cost-Effective. It is the most cost-effective way to marketing. Zappos by opening its
business account and signing up for free of cost is the most attractive point but though
there are paid services are also available but charges are very nominal. Being cost-
effective is necessary as this help in gaining greater return on investments. By investing
less money and time can significantly increase the conversion rate for the company and
hence increase the ROI.
 Built Brand Awareness. Being active on these social media platforms can improve the
brand awareness among the users of these platforms. Social media allowed good
visibility of brand and increase the presence of the company (Kitchen and Burgmann,
2015). Zappos, using social media strategy, have helped company significantly to
increase brand acknowledgment also by spending only a few hours on regular basis on
these platforms, company have observed their social marketing efforts increased
significantly their brand perceptibility and enhance experience among the users.
 Engage with Customers. It is a good way to engage and interact with customers. The
more company is able to communicate with its target audience, the more chances are
there to increase the conversion. Company by set up a both-way communication with
their target audience so that customer's demands or need can be know and also their
interest are catered easily (Mihart, 2012). Furthermore, communication with customers is
one of the ways to capture their attention and intercommunicate them company's brand
message. Thus, Zappos with the help of it, connect with more audience in reality and get
their brand recognised without any trouble.
 Customer Satisfaction. Since these platforms plays an essential role in networking with
customers around the world. Thus with the help of it, developing a voice for Zappos is
significant that will improve the overall brand image where they will response every
customer or prospect customers in sophisticate way instead of computerized message
that people feel like emotionless. A brand is create when company value its customers,
where company like Zappos takes their time to create a personalised message, which can
be sensed naturally with positive note.
 Increase SFO Rank. Today presence in social media platforms are becoming so
important factor while calculating rankings as per Search Engine Optimization also SEO.
At present scenario of technologies where gaining ranking at SEO requirements are
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continuously changing with change in way of marketing at online platforms (Ratcliff,
2014). Therefore, company it is not sufficient enough only doing optimization of website
and regularly updating blog but also require company share its content on social media
that stand out with strong brand gesture in search engine that expresses Zappos brand
soundness, integrity and its stability.
TASK 3
Make a marketing communication plan that effectively meet the communication objectives.
STEP 1:
SMART Objectives
Specific
Goal should be clear and specific, otherwise you won't be able to focus your efforts or
feel truly motivated to achieve it. In relation of selected entity, they have a specific objective on
the basis of which it is easy to achieve further benefits.
Measurable
It's important to have measurable goals, so that you can track your progress and stay
motivated. Assessing progress helps you to stay focused, meet your deadlines, and feel the
excitement of getting closer to achieving your goal.
Achievable
Goal also needs to be realistic and attainable to be successful. This is another element in
which it states about the how the set objective is going to achieve by enterprise.
Relevant
This step is about ensuring that your goal matters to you, and that it also aligns with other
relevant goals. With proper relevancy of goals, it is easy to make decisions in correct manner. In
reference of selected entity, they have a relevant objective as well as goals.
Time oriented
very goal needs a target date, so that you have a deadline to focus on and something to
work toward.
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Marketing communication Plan usually made keeping in the mind only an upcoming year
for the company. A Marketing Communication Plan of company should address the following
question:
 What message company want to communicate with its audience?
 What company want its audience to know about company?
 What is the mission and purpose of the brand?
Marketing Communication Plan in context to Zappos.com:
Mission Statement: Delivering WOW through service.
Business objective: Zappos aim is to give the best customer service as much as possible
and also increase their sell by 2025 by 20 percent.
Unique Selling Position: Best customer service and Free shipping.
Effective Messaging and Positioning: At Zappos, company truly represent what it
means to make employees happy, so they can make customers happy.
Executing Marketing Channel: Social Media and Email Marketing.
Following can be main four part of Zappos marketing communication content:
Audience: People from all age group and all level.
Message: Zappos.com offer its customers a complete selection of styles in every brand
they offer under their brand which able to make shopping experience much more pleasurable to
its customers.
Timing: 24x7
Place: Zappos.com, Instagram, Facebook
STEP 2:
Communication Channel for Zappos:
Communication channel is the supreme medium through that people within organization
communicate and interact with each other. Without the proper communication channels within
organisation it can be highly challenging for management body at organisational level to line up
its workforce with the business objectives and drive innovation (Top Communication Channels
to Consider for Your Business. 2020). There are majorly two types of communication are
formed; namely Formal and Informal commutation channel which have further divided into other
type of business communication. For internal communication at Zappos, use Intranet, email,
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private messaging software, employee newsletters, internal social media etc. Mainly company
follow three types of communication in their workplace:
Digital communication: In this type of communication where company use electronic means of
communication including; email, internal communication platforms, software systems and
intranets for communicating digitally. These are most popular and utmost used forms of channels
for workplace.
One to One communication: Other than electronic means of communication at workplace there
is still one-to-one communication is exceptionally significant to understand the emotion behind
it, where electronic medium fail to do so. This method is more private and it have human touch
in it.
Intranet: It is the commonly utilised channels for inner communication at workplace. They are
customized and designed in way that employee can be stay up-to-date about what is happening in
the company and share information among them.
Employee Newsletters: Employee newsletters where company can update information to their
employees. Employee newsletters, when added with creativeness, this can be an effective way to
engage employees and keep them informed with necessary info that is significant to them.
SWOT Analysis for Zappos:
Strength
 Strong brand image of Zappos
 Establish business model
 Clear vision and mission statement
 Strong online presence
 Strong customer retention
Weakness
 Ownership Amazon made negative
impact on Zappos customers
 Similar product line with Amazon
 Less security to customers data
 Limited profit margin
Opportunity
 New product line reduce dependability
on shoes products only increase sales
by 50%
 Increase online security for its
customers and company as well-being
 Zappos can increase operations in other
countries as well
Threat
 Increasing rate of cybercrime
 Low wages to its employee can reduce
employee retention
 Strong competition in the industry
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Budget. Budget is an estimation of revenue and expenses over a specified time period
and can be reviewed and revalued on periodic basis. A budget can be broadly categorised into
two i.e. long term budget and short term budget. In long term budget where estimation of overall
expenses are made for more than one year whereas in in short term period budget can be made
for less than one year depending on the firm's operations.
Annual Promotional budget by using objective task method
Evaluation of marketing communication plan
Marketing communication plan is crucial as it helps in execution of business idea in
proper manner. This is also essential to focus on development of communication plan so that it
is easy to achieve goals within time period. Moreover, it is also stated that a proper analysis is to
be maintained so that planning is improved and accessed in easy way.
Main benefit of this plan is that it helps in making of business more effective as well as it
too assist in development of business goals & objectives.
Limitation of communication plan
 Main limitation of this plan is that it is time consuming process and need proper
knowledge as well as expertise.
 Another drawback of this communication plan is that it require proper resources and
connection to execute it.
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TASK 4
Assess marketing communication plan in context to communication strategy, channel choice and
creative content.
Today internet play vital role in overall performance for online business and also in
traditional businesses too. In increasingly booming and continuous fluctuating digital age, where
people live and Internet is gaining bigger role in developing marketing communication which is
no longer any negligible factor for company. Internet marketing have now become a critical part
of organisational achievement of company (Finne and Grönroos, 2017). With the help of IT
support from generating lead to sales. Today Internet marketing is advantageous to nearly every
prospects of the business.
Today, Internet marketing, known with various names like; online marketing, digital
marketing, web marketing, e-marketing, etc., is characterized as the method of endorsing brands,
products or services by using Internet facility. Marketing communications do many things
instead of just promote company or its products. Which include; advertisement, social media and
PR that should support the company's general marketing strategy, including brand-management
strategy and much more. Thus it is important to understanding how organisation can assess the
effectiveness of all the try is made that help company spend marketing budget more better way.
After assessing what is best for company's target audience in order to each them is
essential and then only company can deliver message using suitable strategies and customer's
prefer communication vehicle (Batra and Keller, 2016). Since Zappos is dealing with clothing
accessories and majorly shoes as online retailer. Company by following the above mentioned
piece of content, Zappos can maximize their chance of getting found and loved by its target
customers. Since company use social media platforms as their communication strategy which
include different media and offer continuous motoring on its customer behaviour and their taste
preference and importantly trend that hitting of their social sites (Duralia, 2018). Company other
than social media platform also significantly use email marketing to communicate directly with
its customers and provide offers in their personal mail system. So that its customer in spite of
their busy life can be stay informed for any fresh product or any seasonal offer to its customers.
Through email marketing, it can provide high ROI for organisation as it consume time to create
and segregate all. Thus in email marketing in order to distribute this advanced ROI, company
need to create a campaign strategy that confirm company manage and segmentation list,
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designing a persuasive email with a call-to-action which may include a home page for the
company website but generally for the campaign.
A flourishing marketing campaigns typically apply strategies across multiple channels in
order to guarantee the message reaches company's target audience. But important thing is to be
noted here is, not all channels carry the same importance when it comes to how precious the
connection is to organisation. For example, someone who subscribes to company's email list are
more valuable than an individual who only hit a like on the company's post in Facebook page or
on Twitter. Hence, it is imperative to inform about the objectives of company's marketing
activities is in order to decide the best channel needs.
Conclusion
From above report it can be concluded that Integrating marketing communication play
vital role in overall company's performance with external participants of the company. It is the
process through which company identify its different communicational participant in whole
process of the company. Communication is the ultimate key to successful management of
activities of each departments. Selecting most suitable communication channel while marketing
is essent6ial to carry the brand's message to public who are potential and may be the final buyers
of the product. Communication channel choice however the major part where management
bodies must analyse the effectiveness of it. When company operate on a large level and hold
higher value centric vision, they need emotional drivers for the success of marketing
communication. Since Zappos promise to provide satisfaction service to its customers with their
product that do not involve any hassle that make their customers think to re-purchase or not.
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References
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