Keywords
marketing communication strategy
home security system
How to Cite
Abstract
Purpose: The article discusses the plan of integrated marketing communication with an emphasis on designing a strategy for the brand X. Marketing communication is one of the key elements of strategic marketing, as it has a significant impact on the recognition and success of a company or brand. It should be emphasized that in the era of information technology, information overload, and increasing consumer demands, the concept of marketing communication is much more complex than simply informing target customers about the existence of a product or service. Methodology: The quantitative research was carried out using a survey questionnaire technique. For this purpose, we used a web-based 1KA survey sent via email addresses. Results: The survey determined (1) the level of general interest in alarm systems for the protection of residential, holiday, and commercial properties, (2) the level of awareness of brand X. We further identified (3) the target audience of the brand X, (4) the key message for advertising needs and (5) communication channels through which to address the target audience. Practical implications: The obtained results were our key guidelines in designing a marketing communication strategy for the brand X, aimed at improving the effectiveness of current marketing campaigns and increasing the sales of products under the selected brand.
References
Armstrong, G., Adam, S., Denize, S., Volkov, M., Kotler, P. (2018). Principles of marketing. Pearson Education Australia: Melbourne.
Armstrong, G., Kotler, P., Opresnik, M.O. (2017). Marketing: An Introduction. Prentice Hall.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Access on the internet: https://books.google.si/books?hl=en&lr=&id=m-1DDwAAQBAJ&oi=fnd&pg=PR3&dq=Definition+and+meaning+of+marketing+communication&ots=RELopAnlUv&sig=S-cuo6RYB_Lr-NYu9Vxe67JXeVs&redir_esc=y#v=onepage&q=2018&f=false.
Čebulj, I. (2021). The impact of frictions in balancing short- and long-term marketing strategies on corporate marketing communication. Access on the internet: http://www.cek.ef.uni-lj.si/magister/cebulj4485-B.pdf.
Eagle, L., Czarnecka, B., Dahl, S., Lloyd, J. (2020). Marketing Communications. Access on the internet: https://www.taylorfrancis.com/books/mono/10.4324/9781003089292/marketing-communications-lynne-eagle-stephan-dahl-barbara-czarnecka-jenny-lloyd.
Flamingo Marketing Strategies. (2022, February). YouTube Ads vs Facebook Ads - Which One Should Your Business Choose? Access on the internet: https://flamingostrategies.co.uk/help-zone/blog/youtube-ads-vs-facebook-ads-which-one-should-your-business-choose/.
GZDBK. (n.d.). GZDBK Best Innovation Awards 2014-201. Access on the internet: https://www.gzdbk.si/si/aktualno/novice/?id=2247&l=2015.
Gavin. (2022, April 4). A complete guide to word of mouth marketing. Access on the internet: https://www.customerthermometer.com/customer-feedback/word-of-mouth-marketing/.
Hoffman, J. (2021, March). Get Customers to Buy Your Product & Increase Sales Using These 20 Tactics. Access on the internet: https://blog.hubspot.com/sales/get-stranger-interested-si.
Jerman, D., Završnik, B. (2013). Defining and measuring integrated market communication. Access on the internet: https://www.dlib.si/details/URN:NBN:SI:DOC-VGQC8QMW.
Kumar, I. (2022, July 14). What Makes Integrated Marketing Communications Important? Access on the internet: https://www.safalta.com/careers/what-makes-integrated-marketing-communications-important.
Markets And Markets. (b. d.). Home Security Systems Market Size, Industry Research Report, Trends and Growth Drivers, Opportunities – 2030. Retrieved June 21, 2023. Access on the internet:https://www.marketsandmarkets.com/Market-Reports/home-security-system-market-205573901.html
Moore, J. (2023, March 21). Building Trust in Your Brand: The Role of Social Proof. Access on the internet: https://www.linkedin.com/pulse/building-trust-your-brand-role-social-proof-jarrett-moore.
Oblak, T. (2016). Analysis of marketing communication in a small company. Access on the internet:http://www.cek.ef.uni-lj.si/magister/oblak2275-B.pdf.
Prachi, J. (b.d.). Integrated Marketing Communications. Retrieved 1 December 2022. Access on the internet: https://www.managementstudyguide.com/integrated-marketing-communications.htm.
Percy, L. (2018). Srategic integrated marketing communications. Routledge: London.
Seitel, T. (2022). Marketing communication plan at mides international, d.o.o. Access on the internet: http://revis.openscience.si/Dokument.php?id=9694&lang=slv.
Smith, P., Zook, Z. (2020). Integrating online and offline, customer engagement and digital technologies.
Steinbrinck, K. (2023, May 11). Complete Guide to Effective Emails & Landing Pages. Access on the internet: https://www.emailonacid.com/blog/article/email-marketing/effective-landing-pages/.
Steuer, A. (b.d.). The Value of Having a Constant Social Media Presence. Retrieved June 21, 2023. Access on the internet: https://writeforme.io/blog/the-value-of-having-a-constant-social-media-presence.
Szyndlar, M. (2023, June 16). Customer Satisfaction: Why It's Important in 2023. Access on the internet: https://survicate.com/customer-satisfaction/importance-customer-satisfaction/.
Tairova, M.M., Giyazova, N.B., Dustova, A.K. (2020). Goal and objectives of integrated marketing communications. Access on the internet: https://economic-theory.com/images/PDF/2020/45/goal-and-objectives.pdf.
Turza. (2022, September 15). What is an integrated marketing communications programme? Access on the internet: https://talkforbiz.com/what-is-an-integrated-marketing-communications-program/.
UKEssays. (2021, August 10). The Importance of Marketing Communications. Access on the internet: https://www.ukessays.com/essays/marketing/the-importance-of-marketing-communication-marketing-essay.php.
Vukasović, T. (2020). Concepts of modern marketing. Harlow: Pearson Education Limited.
Založnik, T. (2018). Enemon brand marketing communication strategy. Access on the internet:http://www.cek.ef.uni-lj.si/magister/zaloznik3079-B.pdf.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2024 Modern Management Review