Marketing Communication Strategy and Integrated Marketing Communication Plan

Marketing
communication

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Marketing communication strategy.............................................................................................................3
Integrated marketing communication plan...............................................................................................6
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

INTRODUCTION
The marketing is considered as the most essential functional area of the business as it
involves communicating and promoting the offering which can help in attracting and retaining
the potential customers. Marketing communication is referred to as the complex and fundamental
part of the efforts of organization. In simple terms, it is described as all the media and messages
which a company deploys in order to communicate in the market. It includes direct marketing,
advertisement, packaging, printed material, branding, sales presentation, etc. It is aimed with two
objectives which include firstly developing and sustaining the demand and secondly to make
preference for product by using communication tools in order to position it in the minds of target
customers (Andrei and et. al., 2017). This report shall cover evaluation of current marketing
communication strategy in UK and integrated marketing communication plan.
MAIN BODY
Marketing communication strategy
It is a method that is being used by organisations in order to reach the targeted areas and market
with a proper communication with the customers it helps out to maintain a strong relation
between the customers and the target market it by promoting and advertising the products with a
proper channels and mediums. It is mainly any kind of integrated marketing communication
channels, which helps out to properly align the brand, budget and the requirements of the
customers through which they can use various sources to advertise their product. Marketing
communication strategy implements to create a plan through which targeted customers can be
connected and also a proper investment with proper allocation of resources can be analysed with
the help of customers. It helps out to maintain a unique selling proposition for the customers and
also provide the needs of the customers in the market through various channels and mediums that
are like online advertisement, direct marketing, events, traditional marketing practises and many
more (Bast, 2021). All this practices can be done through various platforms like social media
which involves Instagram, Facebook, Twitter, websites, applications, campaigns etc. All this
helps out to approach the market areas and to build a success with an important promotional
growth.

In M&S as it is a leading company it use various digital medium and platforms through
which they tries to connect with their customers and to serve than the better quality of products
that are being needed in the new complicated and integrated market.
Marketing channels used by M&S
As M&S The leading brand it used to cover various important mediums through which the
product campaigns can be maintain and reach to all the targeted customers can be framed out
they are like advertising through various digital channels like Instagram, Facebook and various
Google advertisement other than that they try to use the traditional marketing with an email
marketing and all the other channels through which they can connect with the targeted customers
(Bhengu and Chiweshe, 2019). Some of which are mentioned below:
Digital channel: As this is the well-known and most favorably used medium as it helps out
to reach the maximum customers in a limited time. And also provides the methods through
which the customers can easily be attracted and also be made focused towards the products and
their quality. M&S Tries to maintain various digital campaigns through which they reach
towards the customers with various products and also create a high impact with various multiple
channels and institution of execution. It helps out to maintain a conversation with the customers
about their products that can be clothing, home products and all the essentials that are being
given by them through the digital channel mediums (Lembrych-Furtak, 2017). There are some
important channels that are being used by them are:
 Facebook: As in today’s time almost whole of the generation is being connected on the
social media platform and this used to serve out to connect with maximum reach of the
customers M&S use this platform effectively by making the shoppers and retailers aware
about their products.
 Instagram: The team of M&S use to develop the account through which they used to
manage their teams to develop the channels in which the campaigns are being made of a
higher popular channel and used to highlight the product with a proper check in areas.
Through which inspirational videos and some eye catchy post and stories are being
uploaded by the team so as to connect with the customers in an easy manner and to make
them aware about the product and a new brand launching.