International Marketing Communication
Executive Summary
International marketing communication (IMC) is an integrated marketing communication strategy involving the management of all sources of information regarding a product or service. With the advent of technology resulting in the 21st-century global village, social media has become an integral component of the new integration. Social media advertisements should encompass consistent and appropriate messages for target audiences while complementing and reinforcing each other to realize the added value. Through the Xaxis advertisement on its partnership with Mediacorp, the company aims at increasing its brand awareness, improve customer loyalty, and increase its clientele base through diversification. Social media increases the number and audience diversity while providing an effective and communication platform between the company and its clients. It also offers a platform where the company can keep its clients updated about its major events and learn about its competitors.
Introduction
According to Orasm (2017), international marketing communication (IMC) is an integrated marketing communication strategy involving all sources of information regarding a product or service. For effective development and implementation of IMC programs, Junwen & Aronsson (2007) notes that strategic plans and evaluation of measurable, yet persuasive brand communication programs are imperative. However, brand communication program objectives center around prospective and relevant audience rationales (Constantinides & Vries, 2020). As such, IMC programs should be customer-focused, channel-centered, and results-oriented. With the advent of technology resulting in the 21st-century global village, social media has become an integral component of contemporary integration (INFOCOMM Media Development Authority, 2018). It has resulted in the development of online marketing channels such as the Singapore MediaCorp television, broadcasting major events and other programs featuring high-profile television advertisements which often integrate communication tools to enhance communication effectiveness. Nevertheless, besides being effective, these programs should encompass consistent and appropriate message for target audiences (Jamieson, 2014) while complementing and reinforcing each other, to realize the added value (Adam, Ddb, Field, Field, & Hull, 2019).
Xaxis Programmatic Media and Technology Platform Advert
According to the “Exchange4media Staff” (2019), Xaxis, a global programmatic media and technology platform, is rapidly growing, producing an annual revenue of more than $1 billion while working with over 3,300 brands located in 47 markets around the globe (Gannon, 2008). The company has contemporarily found a niche of various producers’ needs for the audience, purchases, and solutions targeting specific customers. Through the provision of these solutions, Xaxis can empower communities, especially through employing over 1,800 employees globally, specifically suiting certain roles (AppNexus, 2018; Gannon, 2008). To understand its client needs and enhance awareness of its services, Xaxis (the Outcome Media Company and GroupM’s advanced programmatic arm) airs its partnership with Mediacorp. This partnership exclusively aims at providing clients with connected TV (CTV) Toggle’s Smart TV App inventory, allowing 100% viewable and high-quality brand-safe ads (AppNexus, 2018).
Xaxis Marketing Objectives
From the advertisement, it is clear that Xaxis’s endeavors to provide various brands with an opportunity to acquire new audience segments. Notably, the company guarantees its clients’ immediate access to about 17% of Toggle Unique Video Viewers. Generally, the advert increases brand awareness and explicitly increases its annual turnover. The increase is indicated through its comments that the targeted 17% of clients are Smart-TV users catching up with shows on their favorite channels at their convenience. Further, through the partnership with Mediacorp, the company plans to launch its services on Android TV by the end of 2019 (AppNexus, 2018).
As noted by Mediacorp Assistant VP of Yield Management & Marketing, Pierre Yves Riou, many brands endeavor to access efficient and sustainable methods of attaining and retaining clients, despite fierce market competition (AppNexus, 2018). To provide better services and better equip its clients in contemporary market dynamics, Xaxis aims at continuously improving expertise on various regions and international market’s needs, in addition to remaining ahead of the programmatic space market curve. Indeed, Pierre Yves Riou confirms that Xaxis was Mediacorp’s programmatic partner on CNA Lifestyle in 2018, delivering significant customer results in the automotive, travel, and insurance sectors. From these remarks, it is clear that Xaxis advertisement is meant to assure its commitment to providing quality services, increase brand awareness. It announced its loyalty to its customer. The company also endeavors to provide advent advertising opportunities to its clients through its partnership with Mediacorp (AppNexus, 2018).
Social Media Campaign
According to Junwen & Aronsson(2007), the social media campaign is an integrated and coordinated effort of creating brand awareness of certain company’s products and services through online communication platforms such as Facebook, Youtube, LinkedIn, and Twitter, among others. Social media campaigns designed to reinforce information regarding a particular company or sentiments regarding certain products and services (Szabó, 2019). Social media campaigns should be focused, target measurable results, and ultimately influence specific reactions among social media users. A company’s social media campaign should be specific, objective, and budget online. Besides, a company should consider exercising discretion when scheduling its advertisements ant trailers on social media, such that they are appropriate for the target audience, taking into account racial, religious, social, and other human diversity in a certain market. Besides identifying the target audience, a social media campaign should be structured to consider the standard “five Ms of advertising.” These include;
Mission: This mainly defines objectives and the principal purpose of the social media campaign drive.
Money: Financial resources are critical as they influence the skills required and impact the format and placement of the social media campaign on various platforms.
Message: This encompasses the information relayed through the campaign, structured for a specific audience.
Media: This includes the various channels the message will be conveyed, targeting specific audiences.
Measurement: This includes defining the information that will be tracked to determine the number of audiences reached by the campaign. This may including tracking reactions such as comments and likes on the social media post.
Taking the above rationales into consideration: Xaxis TV advertisement could have been accompanied by a social media campaign, mainly designed as;
“We are here to provide you with an opportunity to market your brand and empower communities. We have partnered with Mediacorp to enhance your brand presence in the market while improving your client experience through our customized services. Xaxis, your walking companion, is opening new doors for you.”
The Role of Social Media in Effective TV Advertisement.
Marketing communications are founded on promoting an organization, its products, and services (Orasm, 2017). IMC recognizes the significant role that an organization plays in marketing its products and services and how these communications can influence the company, including its clients. The primary advantageous role that social media provides to both the company and its clients are providing an interactive platform (Junwen & Aronsson, 2007). Indeed, an organization can scroll through numerous tweets, Facebook postings, and information that customers provide on various social media platforms, besides direct communication. Also, social media ease obtaining feedback as both the customer and client can raise concerns or complements through the direct messaging service provided by these platforms. Besides enhancing communication, it also provides an efficient platform where a company can learn about its competitors and strategize on gaining competitive advantages.
Effectiveness of Social Media In Advertisement
Every advertisement or promotion mix element has differing abilities to communicate and attain intended objectives (Jamieson, 2014). The effectiveness of each advertising tool can be tracked through various tools, especially the purchases and order decision-making processes. In this process, entrepreneurs perceive that consumers migrate from a state of being unaware, understanding the product, and finally deciding to buy a certain product or service (Shaw, 2009). Advertising introduces a certain product in a certain market, increases awareness among clients, and improves the company’s revenue (KPMG, 2019). Besides, it persuades the customer buying behavior by encouraging them to see some aspects of the product or service, complementing its quality. However, advertisement tools should ultimately suit a company’s needs and resources.
Adam et al. (2019) note that social media advertisements complement most of the company’s needs while minimizing resources used. Indeed, 91% of online marketers involved in a study accentuated that social media is an effective advertisement tool, reducing cost and time compared to conventional methods of advertisements. In addition, social media offers a wide range of clients, keeps the clients satisfied through efficient communication, and keeps the audiences updated about the company. Ultimately, social media offers a company the opportunity to monitor its consumers’ activities, interests, and opinions, therefore providing it with crucial market insights.
Conclusion
International marketing communication (IMC) is an integrated marketing communication strategy involving the management of all sources of information regarding a product or service. Brand communication programs should target prospects and relevant audience rationales. With the advent of technology resulting in the 21st-century global village, social media has become an integral component of the new integration. Social media provides to both the company and its clients is the provision of an interactive platform and allows a company to learn about its competitors. It also eases obtaining feedback as both the customer and client can raise concerns or complements through the direct messaging service provided by these platforms. From the advertisement, it is clear that Xaxis’s endeavors to provide various brands with an opportunity to acquire new audience segments. As such, the advertisement aims include increasing brand awareness and clientele base.
