Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD Is online communication the only way to lunch and develop brand now and in the future?: Case study from mobile communication from UK and Nigeria Abstract N. Gladson Nwokah gladsonnwokah@yahoo.com Department of Marketing, Faculty of Management Sciences Rivers State University of Science and Technology Nigeria. Juliet Gladson-Nwokah juglad@yahoo.com Department of Marketing, School of business Rivers State Polytechnic, Bori Nigeria. The purpose of this paper is to participate and make a positional argument on the on-going debate that “online communications is the only way to go to launch and develop brands now and in the future, all other forms of communications are redundant in 2010”. A descriptive research approach was adopted since the nature of the research is on argumentative and requires supportive evidence based on theory and practice. Relevant literature was surveyed from academic and practitioners; and evidence from trade journals, internet and flyers were used as the basis for argument. In depth studies of three B2C firms in the mobile telecommunications industry were explored and their marketing communications strategies were identified and discussed with reference from theoretical brand models. The essay found that, there are three basic modes of communications – offline, online, and mobile, currently being utilised by various organisations to launch and develop their brands. Based on the findings from the three indepth studies discussed, the author disagreed with the proposition but concluded with recommendations that rather than focusing on one mode of communication, a B2C organization can use mix media tools of communication to launch and develop brands as well as integrating communications message contents in all the media. This will not only enhance their communication efficiency and effectiveness, but will also strategically position the brand effectively to all categories of customers and finally, increase return on investment (ROI). Introduction The pre-industrial society, which was predominantly agrarian, could be argued to be a ‘natural’ society, or a society very close to nature in all ramifications. Marketing activities in such society originated fundamentally from man’s interactions with nature as a part of nature itself, for the main purpose of feeding and taking care of man’s immediate personal well-being. Marketing communications were predominantly offline as emphasis and communications contents were more on the brand attributes and qualities. Fewer emphases were made to customers’ values as competitions were less. Marketing communication tools were more of personal or one-to-one or offline word of mouth communications. Later other media for offline communications such as televisions (TV), radio, newspapers, posters, flyers, cinema and direct mails emerged and these were predominant which encouraged a “push” approach (Rowley, 2004). Communications were not targeted and non-interactive; thousands of people could be contacted and in most cases could be offensive to some listening audience who may not be interested in such communications. At this early period brand was seen as a name, symbol or a shape/combination of these elements that are used for recognising and distinguishing various products and services of a company or a group of companies from competitive companies (Vukasovic, 2009). 494
Challenges in the Era of Globalization Edited by Emmanuel Obuah The late twentieth century (late 1990s) according to Okazaki (2005) saw a revolution in communications associated with application of online and mobile technologies. This revolution gave birth to the use of new media ranging from the Social Network sites (Facebook, Netlog, Linkedin); Forum/Bulletin Board; Social Bookmarking/Tagging (Delicious, Digg. Stumbledupon); Blogs; Online Video (YouTube); Virtual Worlds (Second life); Podcast/Vodcast; Microblog (Twitter, Plurk, Jaiku); Wiki (Wikipedia) and RSS to Specialty Magazines, Cable Television Channels, and Video On Demand (VOD). Without the necessity of physical presence and the normal restrictions of time and place utilities, the new media including mobile provide ideal forum for group communications and interactions (Kotler, Amstrong, 2010; Peng, Hackley, 2007; Ashcroft, Hoey, 2001). The primary importance of communication in this revolution is to generate engagement with consumers by creating brand values which provokes consumers’ positive behaviour and then build emotional relationship between the consumer and the product. However, some scholars (Chaffey, 2009; Parkin, 2009) believe that the new marketing communications modes will consist of a shifting mix of both traditional mass media and more targeted and more personalised digital media. Vukasovic (2009, p.166) supports this in his words ‘communication is successful only when both types are combined’. A careful choice of media tool and content must be taken into consideration since one little mistake can ruin the brand’s reputation. The Institute of Direct Marketing news (15 September, 2009) cited Robin Wright, president of communications agency advise that marketers should not be carried away with potentials offered by new media, but should use a combination of digital marketing techniques and television advertising with both providing effectiveness in reaching the target audience. The question of whether online communications are the only way to go to launch and develop brands in the context of Business -To-Consumers (B2C) will depend on some factors which Tapp (2008) classified as AIMRITE (Audience, Impact, Message, Response, Internet management and the End result(s)). Thus, the purpose of this discourse is to ascertain whether online communication is the only way to go to launch and develop brand now and in the future, and to investigate whether other forms of communications will remain redundant in 2010. We shall in this discourse begin with in-depth studies of three B2C organisations’ communication strategies in launching and developing brands. In the first in-depth study, we present the case of one mobile telecommunication provider based in the UK, and in the second and third cases, two mobile telecommunication firms based in Nigeria are explored. This will give credence to a critical reality built in our argument in terms of communication strategies of similar firms in the same industries in different cultures based in the developed and developing nations. Finally, conclusions and recommendations are drawn which provide a summary of the argument and explains our position in the on-going debate. IN-DEPTH CASE STUDIES Lebara Mobile Telecommunication The Lebara group, founded in 2001 has the aim of offering tailored innovative telecommunications solutions so that families, friends and colleagues can keep in touch both at home and abroad. Lebara UK is currently using a carefully coordinated mix of media in the on-going campaign of ‘£10 free call credit when you top up £20’. This new product commissioned in January, 2010 and expected to end on 31 st March 2010 is part of the Lebara’s brands extention strategy earlier developed by Keller (2003); Taylor and Bearden (2003) as cited from Montaner and Pina (2009). Keller (2003) refers this as a ‘line extension’ since the new product is offered within a current product category (Kim, 2003). To communicate this message, short message services (SMS) through mobile phones are sent to existing customers and reminder are also sent to customers’ e-mail boxes. Okazaki (2005, p. 160) reveals that ‘SMS has become a new technological buzzword in transmitting business-to-customer messages to such wireless devices as cellular telephone’. Adopting Zhang and Mao (2008) and Xu (2006), Phau and Teah (2009) argue that SMS advertising is a part of mobile marketing that utilises the SMS technology, that allows marketers to send messages to consumers through the use of a mobile devise and is considered as 495
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Table of Contents Challenges in the
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Conclusion Challenges in the Era of
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Abstract The Changing Requirements
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Abstract Exploring Organisational R
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Banks in Ghana Challenges in the Er
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Relationship Commitment Total 1264.
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