MKT20025: Myer Communication Channels Analysis & Improvement

This report analyzes the communication channels used by Myer, focusing on Facebook and flyers. It highlights Facebook's effectiveness in reaching a large audience, providing customer support, and leveraging targeted advertising. The report discusses how Myer uses Facebook's analytical tools to understand consumer preferences and innovate its offerings. In contrast, the report argues that flyers are an ineffective communication channel due to their limited reach, lack of targeted marketing, and the likelihood of being discarded without being read. The analysis contrasts the benefits of social media marketing with the drawbacks of traditional methods in the context of Myer's overall marketing strategy. The assignment was prepared by a student and is being shared on Desklib, a platform that offers AI-based study tools and a wide array of academic resources for students.

Running head: COMMUNICATION CHANNEL OF MYER
Communication Channel of Myer
Name of the student
Name of the University
Author note

1COMMUNICATION CHANNEL OF MYER
The communication channel that is used by Myer is Face Book that helps them in
reaching a large audience. Face Book is a widely used social media platform and the
marketing done on these platform helps in increasing the revenue of Myer that makes it an
effective communication channel. The support is provided to the clients by taking recourse to
this communication channel. This communication channel proves to be extremely effective
for Myers because of the news feed that helps in updating the posts in relation to the
company. The video targeting campaign on Face Book is used by the company for increasing
their relevance in the market. The paid advertisements are used by the retail company Myers
for providing a direction to their business and it helps the company in getting detailed
knowledge pertaining to the consumer behaviour (Bazarova et al. 2015). There are billions of
people who use the social media platform of Face Book and information regarding target
population can be gathered by the help of this social media channel. The analytic-based tools
is made use of by Myers for gauging the preferences of the consumers and it can help them in
earning more revenue. There are different kinds of monitoring option like Hoot suite that is
used by the company for providing better service to the consumers that helps in making this
communication channel effective for the company (Rauniar et al. 2014). Myer can know
about the tastes of the audience and they are able to bring about innovations in their products
and services with the help of this social media communication channel.
Another communication channel that is used by Myers for the promotion of their
services is that of the flyers. The flyers are ineffective as the communication channel as it
does not always reach the targeted audience. There are many people who go through the
contents of the flyers but they may not be interested in the retail company, Myers. The flyers
are distributed on the streets so that it can be supplied to the passers-by on the streets. The
people who walk through the road are busy and they do not get the proper amount of time to
read the content of the flyer (Pentus et al. 2018). The flyers help in providing an overall

2COMMUNICATION CHANNEL OF MYER
picture of the company but it does not feature the main highlights pertaining to the products
of the company. The readers of the flyers do not get all kinds of information at their disposal
with the help of the flyer which makes this communication channel ineffective for Myers.
The flyers are hence often thrown away by the people and they are not read by the people.
The handing out of the flyers to that of random people does not serve the purpose of targeting
the specific market (Simon 2016). The people to whom the flyer is being handed out may not
have any interest in relation to the products of Myer and therefore this communication
channel can be stated to be ineffective for the retail company, Myers.

3COMMUNICATION CHANNEL OF MYER
References:
Bazarova, N.N., Choi, Y.H., Schwanda Sosik, V., Cosley, D. and Whitlock, J., 2015,
February. Social sharing of emotions on Facebook: Channel differences, satisfaction, and
replies. In Proceedings of the 18th ACM conference on computer supported cooperative
work & social computing (pp. 154-164). ACM.
Pentus, K., Ploom, K., Kuusik, A. and Mehine, T., 2018. How to optimize sales flyers–novel
experiment design. Baltic Journal of Management, 13(2), pp.191-208.
Rauniar, R., Rawski, G., Yang, J. and Johnson, B., 2014. Technology acceptance model
(TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise
Information Management, 27(1), pp.6-30.
Simon, F., 2016. Consumer adoption of No Junk Mail stickers: An extended planned
behavior model assessing the respective role of store flyer attachment and perceived
intrusiveness. Journal of Retailing and Consumer Services, 29, pp.12-21.