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How to create a marketing communication strategy
| Content Provider | Semantic Scholar |
|---|---|
| Author | Nilsson, Johan Omerovic, Sead |
| Copyright Year | 2011 |
| Abstract | Introduction: The brand and its values must be communicated both internally and externally. In order to attract new customers and maintain existing service companies have to create effective marketing communication strategy. In order to create strategy companies must find their core value of brand and from this communicate with customer through different channels. The rapid growth of digital media opened new possibilities for service companies to communicate with customers, but many service companies have difficulties to position themselves and take advantage of the digital media. Problem: In today‟s hard competitive and fast changing business environment it is not enough to a have a good product or service to be successful in market, (Kotler, 2009). Companies first must create a well thought plan on how to reach customers and through which channels, and it is often much more difficult to implement than it seems. The gap in communication between customer and company usually arise in message, because of misinterpretation in decoding of the message or because company choose less effective communication channel. Purpose: The purpose of this thesis is to investigate and analyze what kind of difficulties Vålådalen Fjällstation may face in their attempts to create integrated marketing communication strategy and through which communication channels company can more effectively communicate with their customers. Method: The empirical data was collected through a study for Vålådalens Fjällstation and by case study of four communication agencies in Jönköping. The outcome of the interviews was analyzed together with the frame of reference. Conclusion: The authors come to the conclusion that the company must find core value of the brand before they create communication strategy. It can serve as a basis in choice of communication channels, in designing message and convey of experience. It requires a well-planned strategy in which company has figured out the real purpose for each communication channel. This study points out that most of SME service companies need to be consistent, unique and creative when implementing marketing communication strategy. Many companies do not use social media effectively, because they did not thought out real purpose for it and often do not reach desired group of customers. In some cases social media can even contribute negatively to the brand if company do not thought out clear purpose with use of social media. Internal branding built through employees and stable and engaged management contribute to build effective integrated communication strategy. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://hj.diva-portal.org/smash/get/diva2:452085/FULLTEXT01 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
