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Edwards 9

Integrated Marketing Communication

Markis' Edwards

BUS 622

Dr.  Lorraine Cigainero

April 5, 2021

Abstract

Corporate organizations have grown to change their systems and way of functioning to keep up with competition and maintain visibility in the market. There have been changes in technology, globalization, and an increase in the world's population, leading to the evolution of companies from their usual marketplaces to more extensive and more mature markets. The Samsung Company has adapted to changing market trends using Integrated Marketing Communication strategies. The company has utilized these strategies to widen its market, keep up with its competitors and build long-term brand stability. Integrated Marketing Communication is aggressive since it keeps track of the system that gathers ample consumer information. This document reviews an analysis of Samsung's internal marketing communication campaigns and other marketing strategies influenced by global brands and culture.

Executive Summary

 The Integrated Marketing Communication (IMC) strategy consists of various tools integrated into a company's processes to maximize the influence and a customer's needs at the lowest cost. The incorporation of these strategies ensures the company remains competitive and thrives in the market. Samsung has used IMC campaigns to make an impression on its target audience and overall consumers. Tools used to create awareness of Samsung products include advertising, public relations, sales promotions, personal selling, direct marketing, and sponsorship (Duralia, 2018). Advertising has been used for advertising the latest Galaxy S21 with a 5G connection. The company has used mediums such as social media, print media, digital ads, and television to advertise the phone features, and it's the difference from its competition.

Integrated Marketing Communication

Globally, companies have adopted strategies to expand their operations and remain competitive in the market. Companies are increasingly growing their operations to mature marketplaces and thriving international markets (Keegan & Green, 2020). Companies use integrated Marketing Communication (IMC) strategies to reach consumers and remain relevant in the market. Samsung has used IMC strategies to send messages and promote its product to target audiences. Through IMC strategies, Samsung has used provided mediums to magnify a brand message or a marketing campaign to their targeted audience.

Example of a Samsung IMC campaign

   Through the combination of different communication channels, Samsung uses IMC campaigns to maintain sales and brand-building stability. The campaigns have impacted the Samsung Company since they have enabled it to increase its profits, drive sales, and strengthen its credibility among consumers and increase efficiency. An excellent example of an IMC campaign involves the advertisement of the Samsung Galaxy S21 with 5G internet. The campaign for the Galaxy S21 has occurred across social media on Samsung's Facebook and Instagram accounts, television, digital ads on websites, and print that is on billboards and magazines such as GQ.

Analysis of the ad in each medium and the characteristics of the medium used to display the ad.

The mediums used in the campaign are effective because they are naturally persuasive and widely disseminated through the masses. As noted above, the company uses social media, digital ads, television, and print mediums to sell the galaxy s21 to the target audience. Each medium has its characteristics, which the company manipulates to benefit the campaign. Social media ads are curated to appear when the target audience is online. The galaxy s21 is a bit pricy, and the company's target is the working class and the youth. The adverts, therefore, appear at night since many people are online scrolling through after a long day.

Digital ads appear on websites mostly. The company contracts the website with a large viewership to advertise the galaxy phone. More viewers guarantee the company will promote their product widely to increase awareness. Print media such as magazines and newspapers is also an effective IMC medium. It is effective in displaying the Galaxy s21 ad. Newspapers are widely read, giving the company an advantage over other competitors. Technology magazines are shared among the working class and the youth who like to keep up with the latest trends and want to own the latest inventions.

Elements of the campaign that make it an IMC

A campaign is considered an IMC when it incorporates communication and marketing mediums to increase product awareness to its target audience. The galaxy campaign counts as an IMC because it promotes the product using various media tools to spread the word about the phone and its unique features. The company's campaign leaves an impression on every consumer's mind by utilizing resources and marketing tools at their disposal.

Marketing communication activity

Samsung has incorporated sponsorship as part of its marketing plan. Sponsorship is also known as event marketing. It allows Samsung to advertise and promote its sales using public relations. Through sponsorship, the company builds a relationship with the consumers leading to loyalty and awareness creation. Company representatives engage with the consumers and differentiate their products from the competition.

The image above demonstrates an event sponsored by Samsung to unleash a new galaxy phone and take questions from the audience on its features and difference from other competitive brands. In comparison with the Galaxy S21 IMC campaign, they are very similar. Both strategies increase awareness for the Samsung brand, which leads to long-term brand awareness.

Sponsorship or event marketing can make or break the Samsung brand. One strength of sponsorship is the intense building of awareness on Samsung technology such as the galaxy s21. Charity events and other projects expose the technology to broader markets, creating a positive brand for the company. However, sponsorship presents weaknesses, such as the lack of a guarantee in returns (Duralia, 2018). Samsung uses many resources to sponsor some projects, but they are unsure if there will be a return on their investment.

Global brands, culture, and advertisement

Ad 1: Digital ad of galaxy s21 in Korea Ad 2: Digital ad of galaxy s21 in Nigeria

The advertisements above are marketing the Samsung Galaxy s21 in Korea and Nigeria through digital ads. They are different in the advertisement skill and resources dedicated. Further, they reflect the Korean culture and Nigerian culture very differently. The Korean advert incorporates pop icons since they are popular and a positive influence among the Korean people. The Nigeria advert does not seem like it required much effort to put together. Nigeria is a developing and economically depressed nation. The advert attracts consumers to buy the product through the promise of gifts due to the country's economic nature.

The standardized versus localized debate is a complicated marketing question that has led to differences in companies' marketing strategies. My position on the discussion is that companies need to carry out deep market research before deciding on a strategy. Top management should understand the market and reject suggestions on the reliance on knowledge from distributors and agents. A deep understanding will return the money, time, and resource investments in the company's projects.

The Galaxy S21 advert in Korea uses an entertainment type of appeal. The appeal is creative and captures the consumers' attention since the pop stars used in the advertisement are beloved among Koreans. The concept for the appeal is perfect for the setting and delivers results. The request for the Nigerian advert is different from the Korean advert. To achieve better results, Samsung can produce low-end smartphones that are readily available to Nigeria's target audience. Nigeria is the most suitable country for expansion because currently, there no giant electronic companies such as Amazon or Apple that have expanded in the region (Agwu, 2018).

Conclusion

Companies use various options to expand their markets and keep up with the competition. Chief among them is the Integrated Marketing Communication strategies. These strategies detect consumer habits through interaction with them on various platforms. Samsung has campaigned for the galaxy s21 smartphone using IMC strategies. They have been critical in spreading awareness of the gadget since it is new in the market. Other strategies used apart from advertising are sponsorship, public relations, and sales promotions.

References

Agwu, P. E. (2018). Analysis of the impact of strategic management on the business performance of SMEs in Nigeria. Academy of Strategic Management, 17(1).

Duralia, O. (2018). Integrated marketing communication and its impact on consumer behavior.

Studies in business and economics, 13(2) DOI 10.2478/sbe-2018-0022

Keegan, W. J., & Green, M. C. (2020).  Global Marketing (10th ed.). Retrieved from https://www.vitalsource.com