Factors Influencing Success Or Failure Of Marketing Communication Strategies

Research objectives and questions

This research proposal documents evaluates the past literature on this subject to determine areas of research that have gaps. The research project seeks at finding ways of filling these gaps by doing extra research on the subject. The project proposal begins with a detailed statement of the problem that clearly defines the problem being under investigation. This is followed by clearly stated aims and objectives of the research which is to investigate the causes of success or failure of a marketing communication plan of an organization. The research project is important since it will help identify reasons or factors that contribute to failure or success of a marketing communication plan and make suggestions on corrective action that can be taken to prevent failure (Bowen& Ozuem, 2015). The literature review is done to identify the views and findings of other researchers and compare them in order to identify gaps in research that this study can help to fill. The methodology used in this research is a qualitative method. This method is used because the bulk of the data collected in this research is expected to be descriptive in nature (Shin, 2013). The final parts of this research proposal contain an overview of the way the study will be organized and the project budgets that will be required to carry out this research.

Marketing communication is vital for the growth and development of every organization. It has been found out that some marketing communication strategies are more successful than others. Some strategies are also effective for some organizations and ineffective in other organizations. Its due to this reason  that this study seeks investigates the factors that may contribute to the success or failure of a marketing communication plan in an organization and identify strategies that are more successful and those that result to failure(Blakeman, 2014).

The aim of this study is to identify the reasons that may contribute to the failure or success of marketing communication plan in some organizations while other fail in other organizations. The research seeks to identify the factor that influence the performance or effectiveness of a marketing communication plan in an organization.

• To find out which communication strategies are ineffective for most organizations
• To identify the most effective marketing communication strategies
• Determine reasons that some marketing communication strategies may be effective for one organization while they do not work for another organization.
• Determining the marketing communication strategies that are most effective for growth and development of an organization

This study was chosen for investigation after through research to identify the problems facing the achievement of marketing communication goals and objectives. There are many different strategies that organizations put in place to market their products and services in the market effectively. Communication in marketing refers to the transmission of messages to the desired target audience who are customers of the business organizations. In order to make sure that the message reaches the target audience and carries the weight that it deserves, the organization will need to put measures in place to ensure that this happens. This is what is refereed to as marketing communication strategies. These strategies help in implementation of the marketing plan of the organization. Marketing communication may involve activities such as broadcast advertisement, social media advertisement, print media ads, internet advertisement, free gift and sales promotion activities, road shows and use of outdoor advertising such as billboards (Finne, & Grönroos, 2017). The strategies chosen by an organization to carry out these activities effectively. Some of these strategies become successful while other strategies lead to failure in marketing and sometimes failure in the entire business. It is important to identify which of these strategies leads to failure and which strategies contribute to the success of n organization in marketing its commodities and its brand. According to, the strategies that a business organization uses to communicate its marketing objectives to the target audience determine how successful the organization becomes in the market. The strategy chosen determines the number if target audience that will be reached using that specific means of communication. The method chosen also determines whether or not the organization will reach the target audience. According to (Gracz, 2016), the strategy of communicating marketing also is important since it determines how the message will impact on the consumer and thus influence their decision making process to favor the organization.

Importance of the project

According to (Banks, Pelsmacker & Okazaki, 2015), some of the factors that result to failure of some strategies in some organizations while the same strategies are successful in other organizations include the internal environment of the organization which affects implementation of the strategies.

From the above analysis, it is clear that the marketing communication in an organization is very important. Due to this reason, it is important to identify the factors that contribute positively to the to the growth and development of an organization and at the same time identify the marketing communication strategies that contribute to failure of an organization. This study therefore seeks to identify which marketing communication strategies result to success and which ones result to failure. The study at the same time identifies factors that may cause a strategy to be successful in one organization and fail in another organization.

The conceptual framework for this study is descriptive in nature. Descriptive research describes the variables that are relevant to this study. The research involves collection of data from various sources after which the data is analyzed and the conclusions drawn from the data collected.

The literature review of this subject helps to identify the previous data collected and research collected from various sources. Many researchers have written about the success and failure of marketing communication strategies in organizations. The literature review will identify the similarities and differences in the findings and arguments of various researchers over the years.

According to the primary objective of marketing communication is reaching a particular audience or target customers to influence their consumer behavior by informing, persuading, and reminding customers of the existence and new developments in a particular product. (Sahaf, 2008), also explains that marketing communication helps an organization to boast the brand image of the organization and the reputation of the organization among customers. In addition to this, marketing communication helps to reinforce relationships with customers and other stakeholders of the business and hence establishing customer loyalty.

Effective marketing communication relies on combination of four aspects of marketing commonly referred to as 4 P`s of marketing. Some organizations go beyond the four P`s of marketing to use the 7ps in their marketing communication plan. The four P`s of marketing include; product, price, place and promotion. Each of the four elements of marketing mix play very important role in marketing communication for an organization. According to (McLeish, 2011), the role played by each of the four elements of marketing mix is determined by the whether the organization is using push or pull strategy. The push strategy of marketing is where the company designs a product and decides to market the product to the customers with the view of creating demand for the product. This strategy revolves around personal selling in order to sell products to consumers. The pull strategies are where the organization involves consumers in product design and development by identifying their needs, tastes and preferences. The company advertises and promotes the products in order to influences the demand of the product across the distribution channels.

Literature analysis

According to (Casillas & Marti?nez, 2010), the products offered by an organization are very important in marketing strategies of an organization. An organization has to list all the products that are under its product portfolio. An organization also has to state the product features and quality of the products in its marketing communication strategies. By clearly identifying and stating the products offered by an organization, the company is able to design strategies that fit the marketing of each product independently. This also helps in identifying the suitable target market for each of the product offered by the company. (Kowal, Ostapiuk,Wawrzak-Chodaczek,Kuzio &  Z?eligowski, 2015),views the product aspect of marketing communication as the axis f developing marketing strategies for an organization. He reasons that the products offered by the company are the main reason why the organizations exist. The organization should therefore emphasis on the products offered to consumers in order to design messages that will be able to market the product and create sufficient demand for each of the companies` products.

Price is also an important strategy in marketing communication. According to (Prattana& Maha?witthaya?lai, 2014), the price of a product is the monetary value attached to a product. Price is very crucial in communicating marketing information since it is the biggest determinant of demand. (Keillor,2007), argues that when designing marketing strategies, it is important for the organization to consider the price of the product and communicate the same to the customers. The marketing message communicating about the existence of the product should information the consumers the price of the product so that they can prepare themselves to buy the product. (Banks,In Pelsmacker & Okazaki, 2015) explains that when communicating or promoting a product, it is important to mention the price aspect since the price of a product influences the perception sand attitudes of  customers towards a product and the company. This in turn influences the buying behavior of customers. If a company is not able to design marketing strategy with price that influences the demand and market position of the company, the strategy is bound to fail terribly both in terms of attracting new customers and retaining existing customers. The price set by a company should be set strategically with several factors being put under consideration. A bad decision on price of a product may make other marketing communication strategies irrelevant.

Product promotion is also very important in marketing communication. There are different strategies that a firm can use to promote its products successfully. One of the strategies is the integrated marketing communication which was developed in the late 1990s.According to ,(Bowen & Ozuem, 2015) this technique advocates for the use of all forms of promotional mix to reach customers. Marketers use of product advertising, public relations and sales helps in achieving better marketing value. The integrated marketing perspective develops comprehensive databases on customers and their needs and preferences. The marketer then segments the market so as to develop messages that are tailor made for each market segment. This strategy is very successful since it reinforces mutual relationships that are profitable to both the consumers and the company. This strategy also creates synergies by coordinating all elements of promotional mix into one program that is clear, precise and effective.

Data collection and analysis

Advertising strategy is also crucial to successful marketing communication. Advertising is very persuasive, on-personal, its paid for and the message is disseminated through mass communication media(Gracz, 2016). Having a good advertisement strategy helps an organization to reach many target customers and increase brand popularity. A good advertisement strategy helps an organization to increase its customer base and hence increase its revenues.. it involves use of symbols, images and audio messages to communicate to target customers.

Public relations is another popular and successful marketing communication strategy. According to (Finne, & Grönroos, 2017), public relations is a management function that identifies, establishes and maintains mutual relations between a company and the public which are its customers. Public relations is unpaid for and it targets not only customers but also other stakeholder of the business such as employees and investors. ()Proper implementation of this strategy results to great success in marketing for an organization since it is able to create good perception and attitudes among various stakeholders and hence influencing buyer behavior.

Data for this research will be collection using both primary and secondary data collection techniques. The primary data collection methods to be used in this research project include interviews and questionnaire administration. The choice of interviews as adata collection method is because offers an opportunity to collect first hand information about the subject under investigation. This ensures that the data collected by the researcher is reliable and hence the results can be depended upon during decision making (Finne, & Grönroos, 2009).The researcher will also be able to seek clarification on any secondary data that may have been collected before and couldn’t be interpreted by the researcher. Questionnaires also will be an important source of first hand information about the subject. Questionnaires use in this study will help to offer the respondent time and chance to respond to the questions (Bothma, 2015). This therefore means that the respondents can take time to reason and arrive at good answers for the questions. The respondent will also be able to respond to questions without fear or undue influence from the researcher or any other party.

Primary data will provide first-hand information and will be collected directly from the business people and business executives. The people chosen as respondents in this study should be highly experienced in marketing and have deep knowledge of marketing communication and how it works in real organizational environment (Miles,2007).

Secondary data on the research subject will also be used to back up the primary data. Secondary data is data collected from secondary sources or data that had been collected by other researchers. Secondary data for this study will be sourced from recent journals, books and websites that have researched on communication marketing (Bidgoli, 2010). Thesis and dissertations will also be used by the researcher to collect additional data on this subject.

Chapter/Section overview

The data collected will be analyzed using tables and graphs for better understanding. By using this two analytic methods, the researcher will be able to get a better understanding of data collected since its represented through images(Ellis, 2010). This analyses method will also help the researcher to draw logical conclusions from the study as well as help the users of the report understand the information on the subject easily(Blakeman, 2014).It will be used for both qualitative and quantitative data.

The following is the structure of organization of this study;

1.1 Abstract

1.2Introduction

1.3 Statement of the problem

1.4. Aims and objective of the study

1.5Research questions

1.6.Body of the research project

Conclusion

This research project will help to fill the gaps in research identified in this research proposal. The strategies that influence the success of failure in marketing communication of an organization are discussed and the findings and views of different researchers are incorporated to make the research thorough (Finne& Grönroos, 2009). Many authors have different views on the communication of marketing and the impact that this strategies have on the organization. The research proposal also discusses the methodology that will be used in this research. The study will involve the use of quantitative and qualitative research methods. The data will be collected using both primary and secondary data collection methods and analyzed using graphs and tables.

References

Bothma, N. (2015). Integrated marketing communication (1st ed.). Claremont, South Africa: New Africa Books.

Bowen, G., & In Ozuem, W. (2015). Computer-mediated marketing strategies: Social media and online brand communities.

In Banks, I. B., In Pelsmacker, P. ., & In Okazaki, S. (2015). Advances in Advertising Research: Extending the boundaries of advertising.

Blakeman, R. (2014). Integrated marketing communication: Creative strategy from idea to implementation.

Bidgoli, H. (2010). The handbook of technology management. Hoboken, N.J: John Wiley & Sons.

Ellis, N. (2010). Business-to-business marketing: Relationships, networks and strategies. Oxford: Oxford University Press.

Casillas, J., & Marti?nez-Lo?pez, F. J. (2010). Marketing intelligent systems using soft computing: Managerial and research applications. Berlin: Springer-Verlag.

Finne, Å., & Grönroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal Of Marketing Communications, 15(2-3), 179-195. https://dx.doi.org/10.1080/13527260902757654

Gracz, L. (2016). The meaning of smartphones for marketing communication. Marketing I Zarz?dzanie, 46, 165-172. https://dx.doi.org/10.18276/miz.2016.46-17

Hu?lsmann, M., & Pfeffermann, N. (2011). Strategies and communications for innovations: An integrative management view for companies and networks. Berlin: Springer.

Keillor, B. D. (2007). Marketing in the 21st century. Westport, Conn: Praeger.

Kowal, J., In Ostapiuk, K., In Wawrzak-Chodaczek, M., In Kuzio, A., & In Z?eligowski, H. (2015). Communication and information technology in society.

Miles, C. (2007). A cybernetic communication model for advertising. Marketing Theory, 7(4), 307-334. https://dx.doi.org/10.1177/1470593107083159

McLeish, B. (2011). Successful marketing strategies for nonprofit organizations: Winning in the age of the elusive donor. Hoboken, N.J: Wiley.

Prattana, K., & Maha?witthaya?lai Thammasa?t. (2014). Ann Semonin’s Marketing communication strategies. Pathum Thani, Thailand: The Faculty of Journalism and Mass Communication Thammasat University.

Sahaf, M. A. (January 01, 2008). Strategic marketing: Making decisions for strategic advantage.

Shin, K.-Y. (2013). The executor of integrated marketing communications strategy: Marcom manager’s working model. Berlin: Springer

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