Role of Marketing in Creating Long-Term Customer Loyalty

This article discusses the importance of customer loyalty for an organization and how marketing can help in retaining old customers and attracting new ones. It also explores various ways in which the Australian Tourist Commission can gain customer loyalty, such as offering discounts, encouraging referrals, engaging customers, asking for reviews, providing value, making customers feel special, and responding to every concern. Additionally, the article explains the concept of target marketing and how integrated marketing channels can be used to drive business growth.

Assessment 2

Table of Contents
INTRODUCTION ..........................................................................................................................1
Role of marketing to create long term loyalty to an organisation..........................................1
Target marketing using integrated..........................................................................................2
marketing channels that drive business growth.....................................................................2
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
Role of marketing to create long term loyalty to an organisation.
Marketing plays an important role to promote the product of a company and help in
attaining the objective of the organisation. Loyalty of the customers is also very important as
they are the most valuable asset for an organisation. So loyalty marketing is a strategy that help
the company to encourage the public to buy their offerings and make repeat purchase of their
products. They assist in increasing profits of a business concern, improve their sales and help in
developing sustainable growth. A well defined loyalty programme can help a company in
retaining the old customers or attract new one, reduce turnover and increase profits(Atulkar,
2020). A repeat purchasing by the public provide high return on investment to the company.
In context to the Australian Tourist Commission(ATC),it has various travel agencies
which provide services of tourism such as Oliver travel agency, Peterpans Adventure Travel etc.
which enables marketing department to coordinate the activities to encourage the tourism
industry which help in gaining the loyalty of customers. So, here are few ways that ensure ATC
to gain customer loyalty who regularly purchase their products or services which are as under:
Offer discounts: This the best way to attract the customers and recognise their key
interest which makes an entity enable to get the target market and permanent customers. With
reference to the ATC, it can offer discount to get the customers and make better deal to attract
them which assist business to create loyal customers.
Encourage referral: This referral program is an impressive mode to get new customer
by providing reward to old one. The company can offer reward points to its old customer for
every friend who recommend for the company. In context to ATC, it can offer reward points to
gain the customer's loyalty for their recommendation to their friends and family.
Engage customers: The company can engage their customers through the websites,
email, messaging and social media post. An organisation attempt to attract customer to increase
their market share and profitability. With reference to the ATC, the company can engage its
customer through social media post by furnishing various amenities in their post. This will
enable company to attract public and make their permanent customer.
Ask for reviews: The company can get the opportunities to attract people when it ask for
reviews to the customer(Glaveli,2020). It is a great way which aid a company in getting long
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term customers. In relation to the ATC, it should also ask for the reviews from the customer for
the services which they experience for tourism. This will help company to gain customers and
also get opportunity to improve their services.
Provide value: A business entity needs to provide such valuable products or services
which can provide worth to the lives of the customers. This would help the company in building
a relationship with their customers. With reference to ATC, it should provide better services to
the customer so that they want to experience again their services and become their repetitive
customers.
Make customer feel special: In context to ATC, when the business grows up so it
becomes difficult for a company to keep remember each customers. Therefore, an entity needs to
input small details of the customer to get in touch with them. In this way, company can make the
purchaser feel special and also gain trust for their brand.
Ask for feedback: An organisation should always ask for feedback to the customer after
providing their services to them. This will help the company to make the customer feel valuable
and provide perspective about their products and services(.Hasni, 2018). In relation to the ATC,
feedback help to let the customer know that the company is improving its quality to serve their
customer better and provide them opportunity to experience again.
Respond to every concern: Its important for a company to keep tracking the problems of
the customer or respond to their feedback and render their services attentively. It will increase
the purchase of the services which results in getting permanent customers. In context to ATC, it
should also provide response to the concern of the customer by providing them better solution to
their problems. This enable the company to get good feedback and increase their loyal
customers.
Marketing aid a business entity to gain the loyalty of customers because there are various
benefits which as under:
Meet the customer's needs: Marketing help the company to know the preferences of the
target market and provide the customer goods and services which may resemble to their
expectations. This enable the company to satisfy the wants of the customer by providing them
better services.
Survival, growth and reputation: An organisation can survive only when it has good
number of customers which help the company in getting the market share. The company can i8n
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making their brand image by satisfying the needs of the customer beyond their expectations
which help the company in building reputation.
Face competition: A business concern can identify its competitors through target market
which help the company in maintaining balance between the expectations of customers and
offerings of the competitors(Juska, 2021). It enable an organisation to monitor the market closely
and get aid to retain their customers.
Increase market share: Marketing provide assistance to an organisation to increase its
market share through various communication channels such as advertising, sales, promotion,
events marketing etc. so, this mass human activity programme help the company to get the loyal
customers.
Better product offerings: Marketing help the company in designing and managing better
products offerings with the help of the target market. Various perspective of the customers
provides the company many ideas which assist it in bringing different varieties of offerings.
Target market
It is a segment of a particular customers that a company desires to determine the selling of their
products or services. There is no business without the customers so its important for the company
to set target market to know the consumer preferences and its competitors as well(Kim and
Moon, 2021). The customers expect such products or services in the market which they can
match their likes and preferences. These can be segmented in any form whether on basis of age,
location, income and lifestyle. The target market assist the company to get the better result from
the marketing performance and make enable itself to face competition. It drives more loyal
customers by providing them strong offerings with the help of an efficient marketing team. For
example ATC, which is a Australian based company which has targeted the customers who have
travelled with this organisation. It is developing relationship with the clients by providing them
better services with great satisfaction. It encourages customers to get their services by fulfilling
word of mouth commitment to them with improved familiarity. This market place a great
emphasis on the targeting key travel agents and professional such as Oliver travel agency,
Peterpan adventure travel, civic travel agency and so on. With the help of these agencies it
enables to identify the market segment and clients to whom it has to provide its services. This
will in targetting market into groups of buyers according to their preferences and buying habits.
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The company target all the customer whether on bases of age, gender, location, income and so
on.
Target marketing using integrated marketing channels that drive business growth.
Integrated marketing
It is an strategy for delivering an incorporated message across all channels which enables the
customers to interact with an organisation. Company can use any platform to attract the
customers by creating awareness among them such as advertising, social media marketing, direct
marketing and Public relation for their goods and services(Mang’unyi, Khabala and
Govender,2018). The company uses this marketing tool as it is cost effective which can help in
reducing costs while increasing efficiency and engagement. It helps in building relationship with
the customer as the buyers begin to recognise the brand of an organisation which leads the
company to growth of the business. The company can creates connection with the customers by
providing them durable products. There are various benefits of integrated marketing
communication which are as below:
Improved results: The marketing communication channels provides better results to the
company as it increase the market share with number of customers which provide value to the
customers. This will help company to invite the customers and enhance their experiences.
Improve brand image: The mas communicational channels improve the brand image of
the company as it provides better services or good which satisfy the expectations of the
customers and gain their trust.
Cost effective: This is cost effective marketing because it help in reducing cost because
same content can be used in different areas and platforms which provide an organisation return
on investment.
Build customer relationship: these marketing channels help in building relation to the
public which enable the company to gain trust and make permanent customers of their
brand(Ramírez Murillo and Yañez Moneda, 2021). It conveys the intended message across
marketing channels and attract the target audience.
Increase customer retention: Integrated marketing channels enable the company to
retain their old customers and invite new by gaining their trust and loyalty. An entity enhance the
experience of the customers by selling them durable and quality product or services and same as
displayed in advertisement.
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Different channels of integrated marketing
There are various channels of communication that an organisation can use to gain the loyalty of
customers which are as under:
Advertisement: This is a good communication channel for disseminating the information
among the customers which assist in promoting the products, services or ideas. With reference
to the Australian travel commission, it can create awareness through the advertisement which
changes the attitude of the customer towards their services. This would help the company to
increase their customers and enhance their profitability.
Public relation: This channels is a function of management which recognises, establishes
relationship with the public and maintain a good communication from sender to the
receiver(Singh and Kuthambalayan, 2022). It in relation to the ATC, it can make proposal to
their agencies to use two way communication so that they can be able to monitor feedback of the
customers and adjust messages and a concern for the benefit and company's development.
Sales promotion: In this platform, company can make different discount offers to get the
attraction of their customers which can enhance their productivity ans accelerate their business.
In context to the ATC, it can use this tactics of various scheme and offers to encourage the
customers to buy their services and make their brand name(Yang and Shieh, 2018). Sale
promotion motivates the public to select particular brand or luxury services which help a
business concern to gain the loyalty of the customers.
Personal selling: It enables the company or their agencies to create person to person
contact with all its customer so that they can convince the buyer for their products and services.
The role of personal selling depends on the nature and type of an organisation which help them
in knowing the interest of the customers. With reference to the ATC, its agencies can use this
plat form to make their brand know to the public and get customer's attraction towards their
services.
Direct marketing: it is method of communication directly with the targeted audience to
encourage them to buy their goods or services though telephones, mail, electronic means or
personal meeting. In context to the ATC, the company can promote its services through various
means whether use of telephones or mails. Presently company is using websites, social media
platform such Facebook, twitter, Instagram, LinkedIn and so on for promoting their services
which result in gaining customer's loyalty(Tkaczynski, Gill and Van Winkle2019).
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REFERENCES
Books and Journals
Atulkar, S., 2020. Brand trust and brand loyalty in mall shoppers. Marketing Intelligence &
Planning.
Glaveli, N., 2020. Corporate social responsibility toward stakeholders and customer loyalty:
investigating the roles of trust and customer identification with the company. Social
Responsibility Journal.
Hasni, 2018. Impact of internal branding on customer-based brand equity with mediating effect
of organizational loyalty: An empirical evidence from retail sector. International Journal
of Retail & Distribution Management.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management, 95, pp.1-4.
Mang’unyi, E.E., Khabala, O.T. and Govender, K.K., 2018. Bank customer loyalty and
satisfaction: the influence of virtual e-CRM. African Journal of Economic and
Management Studies.
Ramírez Murillo, L.M. and Yañez Moneda, A.L., 2021. Target marketing. Perception of the
municipality of San Pedro Cholula, Puebla as a tourist destination.
Singh, N.K. and Kuthambalayan, T.S., 2022. Integrating operations and marketing decisions to
manage perishability risks with target minimum remaining shelf-life available to
consumers. Computers & Industrial Engineering, 163.p.107812.
Tkaczynski, A., Gill, C. and Van Winkle, C.M., 2019. Target marketing of small-scale festival
attendees: a scoping study. Event Management, 23(3).pp.483-490.
Yang, Y.T. and Shieh, J.C., 2018, September. Target marketing public libraries’ vital readers:
before. In International Conference on Information Systems Architecture and
Technology (pp. 211-221). Springer, Cham.
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