University Marketing Communications Critique Report - MKTG101

This report offers a critical evaluation of a marketing communications case study, focusing on the DRIP model (Differentiate, Reinforce, Inform, Persuade). The student analyzes the existing answers to the case study questions, stating that they are correct and require no changes. The core of the repo...Read More

MARKETING COMMUNICATIONS

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Table of content
1. What would you have changed and why? 2
2. Explanation to theories and frameworks 2
References 6

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1. What would you have changed and why?
The answers presented in response to the case study questions are all correct and I would not
like to change anything.
2. Explanation to theories and frameworks
DRIP model
Drip model is used for supporting the marketing and communication plan. The concept was
introduced by Chris Fill. DRIP is an acronym for differentiate, reinforce, inform and persuade.
The model that has been used for responding to the case study questions is actually very useful
tool for setting the broader communication goals (Mathieu and Löfgren, 2018). This model can
be used to formulate a marketing campaign which can be used for either new products or the
existing ones. Hence it is necessary to analyse each of the elements mentioned in the DRIP
model.
Differentiate Differentiation is necessary for business
organisations when it tries to communicate
their products and services in the portfolio to
the customers. In order to overcome the
competition in the market, the organisation
needs to be very clear on their unique selling
point. In simple terms it can be explained as
establishing the market where in the company
has positioned its products and services. In
order to capture the niche market, it is
necessary for business organisations to
portray their specialisation.
Reinforce Reinforcing the message sent to the
customers is a very vital aspect of a
marketing campaign and it requires
strengthening by demonstration of the
uniqueness of the brand. The product may
have any attribute like it may be cheaper,
made of better quality goods, is
environmental friendly, easy to use to name a
few. Demonstrating specialisation is not the

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only aspect of a marketing campaign.
Consumers need to be systematically
informed by demonstrating the strength of
their specialised products and services and
this will be in food the trust and belief of the
consumers towards the company and the
product as well as the services.
Inform In order to survive in the market it is vital that
the consumers know the existence of the
company. Irrespective of the fact of the
quality or usability of the product, if no one
knows that the product exists, no one will
purchase it. Hence it is necessary to inform
the the consumers of the product of the
positive qualities that are fundamental to the
differentiation of the company and its Rivals.
Informing is one part of the deal, the other
part is educating the customers.
Persuade The final element of the model suggest to
encourage the audience to undertake the
Purchase Decision. This means the company
needs to persuade the consumers to
undertake more such positive actions without
letting them forget about the brand, the
product and the services. However it is
necessary to keep in mind that there exists a
fine line that separates persuasion and being
pushy. It is important to persuade the
audience in such a way that they do not
experience any pressure.

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The concept behind the DRIP model is actually very simple. It can be stated that the model
helps in understanding the ability of a business organisation to send out advertisement
campaign materials that have been based on specific actions of the consumers within specific
timelines (Obeidat et al. 2015). This model based marketing will help in making and retaining
genuine relations and connections with very specific groups of individuals which again depends
on the specific events. This model is beneficial because it allows the potential customers to
acquire the right information at the right moment. According to Bell (2017), this kind of marketing
can be done in such a way that everything involved in a marketing campaign takes place
automatically. DRIP marketing can also be used for educating the user, creating rewards and
incentives for the consumers as well as assistant individuals who required assistance for the
product or service they have purchased.
The key components of a marketing campaign based on DRIP model are:
Relevance Every lead that has been found must be
considered unique as these individuals have
their own unique opinions, likes, preferences
and dislikes. Ignoring this is very harmful for
the campaign itself.
Personalization The marketing campaign needs to be about
engaging With The generated leads in a very
personalized manner as it is simply not the
case of broadcasting and sitting back. This is
necessary as it will help in taking into account
the unique interests of the leads based on
their actions.
User behaviour Everything pertaining to the marketing
revolves around the fact on how the user
reacts and behaves in context of the brand,
product or the service.
Pre-written DRIP based marketing allows the containers
to make use of pre-written emails that tracks
down the actions of the lead.

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Automated and Scheduled This type of marketing can be highly
automated and Scheduled which can help the
company to take the risk for a marketing
campaign even in time crunch.
It is very simple to understand the concept behind the DRIP model and the ease of use is
immense. The main goal of the model is to keep the consumers engaged with the products.
Hence this type of marketing campaign is used by individuals who actually want to nurture the
leads. It is also quite useful to educate the consumers regarding the qualities, attributes,
products and the services that helps in differentiating the business organisation (Chou and Ha,
2018). Such type of marketing can be also used for getting solutions for onboarding,
engagement, conformations, renewals as well as recommendation.
The benefit of using this model is that the business organisation will become able to automate
their marketing process as they will be able to launch a campaign that is actually based on
specific actions that are undertaken by the consumers which helps in easing the efforts food by
the business organisation for tracking and maintaining the marketing campaign. As observed by
Kimmel (2018), since the users are being communicated based upon their actions, this results
in the consumers having less chance of developing a wrong perception of the brand as it is not
irritating the consumers.

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References
Mathieu, A. and Löfgren, T., (2018). Persuasive Marketing Communications: Football
organizations pursuit of increased attendance levels through season ticket sales.
Bell, G., (2017). 1 Introducing Marketing Communications. Marketing Communications: An
advertising, promotion and branding perspective.
Obeidat, M., North, M., Burgess, L., Parker, R. and North, S., (2015). DRIP–Data Rich,
Information Poor: A Concise Synopsis of Data Mining. Universal Journal of Management, 3(1),
pp.29-35.
Chou, J.R. and Ha, J.L., (2018). Coupling Products and Services in Design Processes: A Case
Study of Smart Drip. KnE Social Sciences, 3(10).
Kimmel, A.J., (2018). Psychological foundations of marketing: the keys to consumer behavior.
Routledge.