Integrated Marketing Communications and the Changing Media Landscape

This assignment discusses the importance of implementing creative, messaging, and integrated strategies in targeting digital audiences for selling Samsung mobile. It covers the creative strategy, messaging strategy, integrated strategy, marketing communications objectives, promotion mix, and media strategy. It also explores B2B marketing, marketing information systems, and measuring marketing activities.

Running Head: MRKT 310
Principles of Marketing
Student’s Name:
Student’s ID:
Product’s Name: Samsung mobile

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Assignment
Part 1: Integrated Marketing Communications, and the Changing Media Landscape
Integrated Marketing Communications
To target digital audiences for selling Samsung mobile, it is important to implement the
creative, messaging and integrated strategy. They are as follows:
Creative strategy
The new Samsung mobile “Galaxy S10+” will be marketed by the media influencers as a
high-end, most-favored gadget and should have digital or accessories items for 18-36 years old
whose annual income is nearly $50,000. The integrated marketing communication strategy of the
firm will involve, web, in-store branding, television, radio, and print.
Messaging strategy
To market the product, a new marketing tagline will be created, presenting an attracting
message: "Your Most Beautiful Galaxy" that will be executed by the model of persuade, inform,
reinforce and differentiate (Luxton, Reid & Mavondo, 2015). Direct marketing, web marketing,
social media marketing, sales promotion, sponsorship, public relations and promotional mix of
advertising will be utilized by Samsung to make sure that the messages are effectively delivered
to the targeted customers.
Integrated strategy
The product will be launched through massive social media campaigns, magazines ads,
radio, billboards and television advertisements along with sponsorships, in-store banners, and
YouTube videos. Radio and TVC commercials will feature the media influencers, or new
product endorses.

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Assignment
Marketing communications objectives
The marketing communications objectives are as follows:
 To generate awareness regarding Galaxy series
 To differentiate the product from its competitors
 To reinforce the objective of brand messaging that the Galaxy series can
beat in the smartphone wars
 To persuade the customers to shift their loyalty towards Samsung
Promotion mix
By the first objective to differentiate the new product Galaxy series from its rivals, the
new promotional tool will be used such as, web or social media that possess microsite and
landing pages to promote the concept "Your Most Beautiful Galaxy." It will provide an
immersive experience to its target market. Augmented reality (AR) devices will be made
available on the stores to enable consumers to experience the unique features of the new Galaxy
series.
Moreover, to achieve the second objective of reinforcing the brand messaging, different
advertisements will be used to highlight the features of the mobile (Bruhn & Schnebelen, 2017).
The company aims to use traditional and online marketing and advertising tools with publicity
appearing in cinema ads and TV, at art and sports events and on billboards (Finne & Grönroos,
2017).

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Assignment
To achieve the third objective of persuading the customers, sales promotion tool will be
used effectively. It is determined to be an incentive tool that will include, demonstration, free
trial, coupons and samples to grab the attention of new consumers. This tool will help shift the
focus of the consumer towards the Galaxy series. The company will reward the existing
consumers that will increase consumption of occasional users.
Media strategy
Social media is determined to be the best strategy to advertise and promote the Galaxy
series to digital customers. The company will make use of Facebook which will help in creating
awareness regarding the product. It is considered to be perfect for launching the new product
such as the Galaxy series through information and news spreading and supporting existing
campaigns. Instagram, YouTube, and Twitter will also be used as they are regarded as an
engaging platform for communicating directly with the people (Valos, Haji Habibi, Casidy,
Driesener & Maplestone, 2016). This platforms will help to attract the targeted customers to
achieve the marketing objectives.
HGTV channel is another media strategy that will be used to promote the product. This
media platform will be used through the advertising strategies as it attracts 9.7 million people
each month. It delivers stunning reveals, compelling renovations and trusted experts that helps in
achieving the desired objectives. With the help of its creative or innovative strategies, the
company will effectively launch its new product Galaxy series (Kitchen & Burgmann, 2015). It
will be helpful for the company to gain the trust of the consumers by fulfilling their needs.
Therefore, it is the best way to get an inspirational, relatable and entertaining advertisement of
the product to attain the objectives.

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Assignment
Part 2: Special Topics in Marketing
B2B Marketing, Marketing Information Systems, and Measuring Marketing
Activities
B2B marketing
The new product Samsung Galaxy series offers new customers with computing devices
along with additional features. It offers a unique or extraordinary experience to its new customer
base. Samsung aims to target the B2B market such as Global sources and eWorld Trade to
promote its product. Global sources are determined to be one of the B2B market well-known for
various quality suppliers from various industries (Erevelles, Fukawa & Swayne, 2016). It will
help Samsung to facilitate international trade by focusing on bringing traders across the world. It
will enable the concept of customer service, design, functionality, and durability.
On the other hand, Samsung also aims to target eWorld Trade which is an online B2B
site that creates improved and new ways for sellers and customers. It will help the company to
reach its potential audiences effectively. It is determined to be the fastest growing online
marketplace that will help Samsung to meet their potential customers across the world.
Segmenting B2B markets
On the basis of Harrison, Hague, and Hague behavioral-based segment model the most
appropriate segmentation schemes for Samsung is demographic as well as psychographic
variables. Demographic variables enable Samsung to segment its buyers through personal
characteristics like family size, religion, occupation, nationality, ethnicity, income, and age. It
will be appropriate for the company as its databases are available all over the world (Huotari &
Hamari, 2017). This is a relevant choice as the Samsung products are mainly offered for all

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Assignment
family sizes which are equally beneficial for female and male. Based on occupation the company
has divided the customers into various categories such as teachers, students, self-employed and
businessman.
Furthermore, psychographic segmenting is another appropriate choice for Samsung,
which gathers information regarding the lifestyles, values, attitudes, opinion, interests, and
activities of the customers. It is relevant for Samsung as it classifies the lifestyle of the customers
by outdoor oriented, sports-oriented and culture oriented.
Marketing Information Systems
To make appropriate decisions in a comprehensive marketing information system,
Samsung must use three types of marketing information such as marketing research, competitive
intelligence and internal data.
Internal data
Internal data possess the data gathered by the companies regarding their consumers and
potential consumers as a part of their internal operations. It will help Samsung to maintain
information regarding consumer interest and how they communicate with the consumers
(Shankar et al., 2016). The company must use internal data to interact with the prospects and
consumers and manage communication.
Competitive intelligence
It is considered to be a piece of marketing information that helps the organizations to
have a better understanding of their competitive market dynamics and rivals. After a buying
decision is made Samsung may conduct win or loss analysis when marketing activities are
related to complex decision-process.

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Assignment
Marketing research
It is a systematic process for using customer insights, solving marketing problems and
recognizing marketing opportunities by analyzing marketing information. It is determined to be a
wise investment for Samsung while undertaking to inform decisions including corporate image,
tone, message, brand, and product (Seoul, South Korea | Samsung Strategy and Innovation
Center. 2018).
Marketing Metrics
Financial metrics
Profit contribution
It is determined to be the selling price per unit subtracted by the variable cost per unit. It
will represent the part of Samsung's sales revenue that contributes to the fixed costs and is not
consumed by variable costs.
Performance metrics
Evaluating marketing performance
With the help of these metrics, Samsung will measure the marketing performance
through marketing performance management (Hofacker, De Ruyter, Lurie, Manchanda &
Donaldson, 2016).

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Assignment
User interaction
Through this Samsung could get relevant feedback from its new customer base regarding
their products. The feedback will help the company to create products as per the needs of the
customers.
Post Engagement rates
It will help in measuring the percentage of user post that is responded by the company. It
will Samsung to measure its followers who are highly interested in buying their products.

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Assignment
References
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing, 51(3), 464-489.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463.
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016).
Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34,
25-36.
Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the
service marketing literature. Electronic Markets, 27(1), 21-31.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), 34-39.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Seoul, South Korea | Samsung Strategy and Innovation Center. (2018). Samsung Strategy and
Innovation Center. Retrieved 27 March 2019, from
https://www.samsung.com/us/ssic/location/south-korea/

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Assignment
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016).
Mobile shopper marketing: Key issues, current insights, and future research
avenues. Journal of Interactive Marketing, 34, 37-48.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016).
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence &
Planning, 34(1), 19-40.