What Is Integrated Marketing? Definition, Tips

Running head: INTEGRATED MARKETING MANAGEMENT
A study on the impact of e-commerce on customer loyalty: A case study of
Woolworths Limited, Australia

INTEGRATED MARKETING MANAGEMENT 2
Table of Contents
1 – Research plan........................................................................................................ 3
Area of research...................................................................................................... 3
Theories you are going to support that your analysis..........................................................3
Recommendations to the company................................................................................3
2- Summary of research................................................................................................ 5
Background of the company....................................................................................... 5
Problem of company................................................................................................. 5
Literature review..................................................................................................... 5
Details of theories.................................................................................................... 6
Network Theory................................................................................................... 6
Collective Intelligence theory...................................................................................7
Generational Theory.............................................................................................. 7
3- Challenges and solutions associated with doing the project.................................................8
Research methodology.............................................................................................. 9
4- Final analysis........................................................................................................ 11
Executive Summary................................................................................................ 11
Background of the company..................................................................................... 11
Issues / Problems that being analysed..........................................................................12
Detailed analysis of the identified issues by referring to disciplinary knowledge and skills learned
from your degree................................................................................................... 12
Recommend solution/ Suggestions.............................................................................. 20
Plan of your career or future study..............................................................................20
References.............................................................................................................. 22

INTEGRATED MARKETING MANAGEMENT 3
1 – Research plan
Area of research
In the current e-commerce sector, businesses not only focus on gaining competitive
advantage but also, facing some challenges. The main challenge that Woolworths faces is
maintaining and developing the satisfaction extent of distinct kinds of consumers. Other
challenges are cultural diversity, distinct viewpoints, demands and needs to have long-term
development of their businesses. Hence, there is a requirement to facilitate use as well as,
interesting data related to challenges of e-commerce business that can affect customer loyalty
(Nisar and Prabhakar, 2017). The key objective of this investigation is to address the
significant e-commerce challenges that can affect customer loyalty and explore the
association between e-commerce and customer loyalty of Woolworths limited.
Developing new consumers and maintaining them has the requirement of huge efforts. One of
the key challenges that e-commerce firm faces in developing trust and loyalty among
customers is that buyers and sellers do not know each other because they cannot see each
other. Therefore, the customer is robbed of senses that they will normally depend on with
respect to face to face transactions. It could only be developed through efforts and time. In
across different transactions, the company can develop loyalty and trust (Jiang, Jun, and
Yang, 2016).
Theories you are going to support that your analysis
Network Theory, Collective Intelligence, and Generational Theory would be used to support
the analysis related to impact of e-commerce on customer loyalty with reference to
Woolworths limited, Australia.
Recommendations to the company
For overcoming the problem, Woolworths limited should apply tactics in order to help the
customers and create a base for them as it would aid to increase the lifetime value of

INTEGRATED MARKETING MANAGEMENT 4
customers. The company should constantly optimize the efforts in transforming both email
leads and visitors of websites into the customers (Luo, et. al., 2016). It can be recommended
that retailers should significantly leverage the PPC, retargeting, SEO, affiliates, display
advertisement, social media, email, and shopping engine helps in driving qualified traffic for
their online stores. Retailers should also be visible as it aids to pull the attention of customers
(Ting, et. al., 2016).
A company should give incentives to consumers to suggest the store to their friends because
it is a good mode to enhance the advocacy and addressing new loyalties of a brand. A
company can also do this by rewarding loyal consumers with loyalty points and coupon codes
of the store as well as, a company can appreciate by saying ‘nice thank you’ while someone
shares the store. It is significant for motivating tremendous strong behavior (Huang, 2019).
A company can also execute the customer rewards program in order to create loyal
consumers. It would permit a company to demonstrate appreciation to all customers and
facilitates exclusive offers to the best consumers and motivates the brand advocates to refer
their friends to the store. By executing the reward initiatives, the company would be on the
right track in terms of enhancing customer loyalty. The key is to develop a community is in
content that the company produces and distributed via email and social media (Suciu, et. al.,
2018).

INTEGRATED MARKETING MANAGEMENT 5
2- Summary of research
Background of the company
Woolworths Limited was established in the year of 1924. The mission of the company is to
provide superior products in value, convenience, and quality for customers. It has also
engaged 201,000 team members who deal with 29 million consumers across the brand in
each week. Moreover, company is a reliable business association with thousands of local
farmers as well as, producers (Woolworths, 2020).
Problem of company
The main problem is designing a site that could be attractive on first viewing as well as,
interesting enough in terms of motivating repeat visits. In addition to this, customers are
becoming highly open for competitive advances as well as, are more renowned with a brand.
Thus, satisfaction could not be feasible for making sure the long-term commitment with a
single provider of online services. In addition to this, the online firm is looking beyond the
satisfaction in terms of creating trust in terms of declining the perceived risk for using
services. Trust could be seen as being a critical factor for considering significance in the
procedure for developing and creating relationships in online facilities (Hjort and Lantz,
2016).
Firms may also face a challenge in terms of enlarging the public application of e-commerce.
In addition to this, customers would have to feel that the data provided by them would be
confidential and not to share with others. Hence, firms should develop trust that online
transactions are secure (Suciu, et. al., 2018).
Literature review
E-commerce is associated with purchasing and selling, marketing with servicing of products
and services as well as, data through different kinds of computer networks. There are
different firms that are entailed in and sponsoring different categories related to e-commerce.

INTEGRATED MARKETING MANAGEMENT 6
These categories are business to business, business to consumers, and consumer to consumer
(Huang, 2019).
Moreover, customer loyalty is illustrated as a consumer who will choose a product with a
brand that has provided them a higher extent of satisfaction. Hence, there would be recurring
buy to brand. It is illustrated that when firm integrates the competency for responding and
offering the good customer demand along with, engaging more intensively through gaining
service quality as per customer's demand then, the company would be able for retaining the
customers at the longer-term (Luo, Han, and Yu, 2016).
Details of theories
Network Theory
Network theory focuses on relationships of all kinds, whether between people or things.
Social network analysis is an overlapping technique to learn regarding structures that create
within social networks as well as, how they affect behaviour. An investigator evaluates that
the achievement of entertainment product is impossible in terms of predicting as per
traditional factors like star power and plot since hits are the outcomes for persuading the
consumers for making a decision towards their products (Al-dweeri, et. al., 2017). There are
digital marketing platforms like Twitter, Groupon, Foursquare, and Facebook are significant
in this regard since it permits marketer for listening to what a consumer is stating and they
permit the marketers for leveraging the power to influence users in terms of distributing the
message throughout the networks (Unidha and Sentani, 2017).
It is addressed that business network theory illustrates the extensive body of theorizing that
emphasizes on several distinct levels such as level of actor’s attributes, the extent of dyadic as
well as, multilateral inter-firm associations. In addition to this, the extent of whole
configurations is about multinational networks of business and multinational operations of