Effectiveness of Target Marketing through Market Segmentation and Integrated Marketing for ATC

MARKETING
MANAGEMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8
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INTRODUCTION
This essay will be identifying and analysing the effectiveness of target marketing through
market segmentation and integrated marketing channels which can also influence customer
loyalty. The essay will outline the business growth and evaluation of various sectors. The report
will be discussing the marketing strategies and channels that will be used by ATC for making
Australia a popular destination that can gain travellers attention and will also reflect how the
strategies can support in enhancing the economic conditions and growth of companies.
MAIN BODY
Over the years, Australia is one of the liked holiday destination of UK which is rapidly
getting attention of a greater number of travellers. The destination have been getting attention
due to the diversity of travel destination, beaches, rainforests, city lifestyle, adventure and
outback. The surge in demand of travelling to Australia has been supporting in enhancing the
economic conditions of UK (Adams, Freitas and Fontana, 2019). While the attention of travellers
to Australia is increasing, on the other hand Australian Tourism Commission (ATC) have been
facing challenges as well where they can face issues related to the alternative that are available to
the customer for other countries. The purpose of developing ATC was to promote Australia as
international tourism destination which will be helpful in increasing the number of visitors
which can also enhance the economic conditions of Australia.
Loyalty marketing is the approach followed by companies through which they can
encourage customers in making repurchase that will bring various advantages to the company.
This strategy is helpful in attracting existing and new customers through which business growth
and development can be fostered. The company follows various marketing strategies through
which they can built customer loyalty and create a lasting customer experience (Kotler and et.al,
2019). Talking about ATC, the authorities focus on communicating the values, offering quality
customer service, connect through attractive content and this will be helpful in attracting tourist
at larger number.
Integrated marketing is strategic approach of combining communication channel through
which an interactive user experience can be delivered. This helps in ensuring all messages and
strategies are delivered by making consistent use of marketing channels which will be helpful in
meeting customer demands that will support in creating customer loyalty. With the help of
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