Integrated Marketing Communication: Influencer Analysis Report

This report provides an analysis of Integrated Marketing Communication (IMC), specifically focusing on influencer marketing. It examines the communication activities of Australian YouTube influencer Chloe Morello, exploring her use of various social media platforms like YouTube, Instagram, and Facebook to promote beauty and lifestyle products. The report discusses the effectiveness of her communication strategies, including her makeup tutorials, product endorsements, and engagement with her audience. It also considers the role of social media metrics, the importance of consistent messaging, and the strategic use of different marketing channels to reach the target audience. The analysis draws upon relevant academic literature to support the findings and highlights the significance of an integrated approach to marketing communication in today's digital landscape. The report concludes by emphasizing the impact of social media and influencer marketing on brand promotion and customer engagement.

Integrated marketing communication
Assignment on integrated marketing communication
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Integrated marketing communication
Introduction
Integrated Marketing communications is a method of using different marketing channels
and tools for marketing and promotion of the product. Communication channels focus on
communicating the message to the desired market in the fastest, accurate and smartest way. It
works by dealing all aspects of marketing communication that is required for a product to
survive in the market. Sales promotion, direct marketing, public relations, and social media all
are used together for marketing tactics.
The influencer
Australian Youtube influencer Chloe Morello is active on different social media as well.
She is beauty blogger and Vlogge, she started her you tube career in March 2012. She created
some of the most exciting and unique makeup tutorials on YouTube. She also creates lifestyle
contents that are featured not only on youtube but also on instagram, facebook, blogs and other
social platform. As of today she has 2,643,788 subscriber only on you tube, where as 9,071,000
followers on instagram, and 1,700,000 on facebook. she has almost uploaded 500 youtube videos
and on an average she gets a 2,673,480 lacs of video view for only post.
She is a very famous Australian beauty, lifestyle, and fashion YouTube influencer. She
has a vision to educate her audience how to do exclusive dramatic makeup looks on their face.
She frequently shares style videos and also hauls videos where she gets a huge amount of
sponsorship. She is branding many upscale beauty products like Fenty, Sephora, Tarte, halo and
Pixi. She is paid for every item used on her video while creating her makeup look.

Integrated marketing communication
Communication activities
Chloe is an Australian youtube influencer she is most active on all sorts of social media
platform. She endorse several beauty products and does her make up by referring to their type,
quality, texture and effectiveness. Sometimes she takes her audience to the beauty shop of some
major brand as a part of her endorsement, she explains the beauty product she is targeting, and
all the good things about it. She is also very active on giving excellent beauty tips.
I Followed her for last 3 weeks, I came to know her pattern of creating the videos. She is
mostly engaged in presenting the perfect picture of her products. The makeup she applies in the
best possible manner helps customer to get attracted towards the effectiveness of the product.
She posts pictures and video on every alternate day on Instagram and Facebook. While
reviewing her social account I saw that she was constantly posting videos, picture of her daily
beauty routine. She was using Dior, Fenty and other upscale beauty products like lipstick, gloss,
eye shadow eye liner for her makeup.
Effectiveness of the communication
The method of effectively delivering her message to the target audience is only making
her one of fastest growing Youtuber in her domain. The posting of attractive picture of her make
up on Instagram, Facebook and twitter keeps her audience updated. They keep coming back to
her site to know what else she will be doing in the next videos (Porcu, Del Barrio-Garcia, & Kitchen,
2017). Some of her makeup tips and makeup tutorial has attracted customers to watcher her
videos over and over again. She has followers from all over the countries. The medium to do her
social media marketing is very common as used by almost all influencer in the industries. She is
also active on blogging she keeps posting on her on created website named on her name
(Misirlis, & Vlachopoulou, 2018). There she also markets her own beauty product that she has

Integrated marketing communication
launched recently. After her marriage she and her husband is using the same social media
platform extensively to promote each other channel. She keeps her videos to the point with
important messages and all her videos are not lengthy. To engage her audience she also launches
competition for beauty on her site. Integrated marketing communication works on the strategic
plan to comprehend the end result as per the desire of the marketer (Světlík, 2017). Its gives a
holistic approach by making sure that consistency is maintained both online and offline (Bruhn,
& Schnebelen, 2017).
Conclusion
Integrated marketing is a combination of several platforms to reach the target audience.
To keep the audience engaged on the website or social media platform is as essential as giving
discounts. It plays an essential role giving a unified message to through various channels thus
improving the chances of attracting customers. Social media platform are one step forward for
the doing the communication the audience easily (Alalwan et al., 2017). Half of the population
all over the world is very much active on social media platform and they believe the reviews of
their favorite stars, Thus by using social media platform extensively will be very effective for the
products to reach the all kinds of audience.

Integrated marketing communication
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), 1177-1190.
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing.
Misirlis, N., & Vlachopoulou, M. (2018). Social media metrics and analytics in marketing–S3M:
A mapping literature review. International Journal of Information Management, 38(1),
270-276.
Porcu, L., Del Barrio-Garcia, S., & Kitchen, P. J. (2017). Measuring integrated marketing
communication by taking a broad organisational approach. European Journal of
Marketing.
Světlík, J. (2017). Integrating online advertising into integrated marketing
communications. Marketing Identity, 5(1/1), 206-215.