Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD identified language as influential tool in international marketing communications. ETEL has also combined the use of on events and road shows, sponsoring Nigeria home movies that the picks the interest of the younger generations. This form of campaign is very prominent in Nigeria particularly in locations that are densely populated by illiterates’, poverty and less privileged. However, the mix of marketing communications media most often poses some challenges to marketers (Kotler and Amstrong, 2010). The problem arises from the use of different message contents in different media as most organisations decentralises their marketing communications. But, this can be mitigated by organisations centralising communications under a department or unite, to ensure a uniform message content across the media as is the case of Lebara and MTN. No doubt, online communication is fast growing and more cost effective as argue by the Institute of Direct Marketing that online marketing communication experience will be invaluable to any marketer who recognises that in today’s online world, success will lie in turning yesterday’s customer communication into tomorrow’s audience participants (IDM, 15 January 2010). However, Anderson (2008) advocates for an integration of marketing communication tools to achieve communication objectives and overall marketing goals of the organisation. Also, the chief executive of Internet Advertising Bureau (Phililipson Guy) predicts that television will remain resilient despite competition from the web. He argues that time will come when television and online will become the lead media because they work together extremely. Lebara, MTN and ETEL in reaching the expected audience has combined the use of both television advert (iTV, AIT, NTA) as well as SMS with linking details online. This supports Hallerman (2009) that TV is not losing its place to online video advertising anytime soon and justifies the mix of marketing communications media currently used by these mobile telecommunication firms in launching and developing their brands in 2010. Conclusion and Recommendations Critics of offline and mobile communications may suggest that online communication is the only way to go to launch and develop brand now and in 2010 within the B2C organizations. A counter argument can be put forward based on the forgoing discourse. It is quite an acceptable fact of the great potentials of online communications, but it does not follow that mobile and offline communications will remain redundant now and in future. As pointed out by Abraham et al (2010, p.187), though, online communication is relatively cost-effective and powerful method of direct marketing, it also has some dangerous challenges as most B2C organizations constantly teeter along slippery slope of spam. B2C firms that rely all their communication tools on online may run the risk of not covering the market segments as Nunes et al ((2010) argues that the essence of communication is to build a wider awareness among target audience and build trust which creates long term relationship. For instance, in the UK, 35% of UK households according to the office of National statistics do not have internet. As reported earlier in this essay, 3.9% of Africa population use internet. So it follows that communicating brands to this segment will be through the offline or mobile tools. In three repeated survey in 2004; 2007 and 2009, Dynamic Logic Research found that all three media – television, magazines and internet – are effective at increasing consumer awareness, preferences and purchase intent. They argue that TV remains a strong media for increasing brand and advertising awareness, when considering overall reach audience. The recent MTN and ETEL brands discussed earlier used TV programs to enhance the awareness among the target audience. In most Universities around the world, online and offline communications have been used jointly to promote the Universities’ programs. A critical case is the ‘Brookes Business School’s open days’, participation in international exhibitions, and campaign through the University’s website. In the political world, Barrack Obama’s success history as the current President of United States of America cannot be discussed without a mention of his team’s online and offline campaign. Borrowing from the words of Pickton and Broderick (2005, p.122), 498
Challenges in the Era of Globalization Edited by Emmanuel Obuah It is important to emphasis the benefits of using a range of media in integrated marketing communications. Too great a reliance on a single medium or unnecessarily limiting the media selected can reduce the effectiveness of individual campaigns and the total IMC impact. It is perfectly reasonable to select a particular media for special emphasis and it is quite usual to choose a primary medium to be enhanced by a range of secondary or support media. This discourse concludes by disagreeing with the proposal that ‘online communications is the only way to go to launch and develop brand now and in the future, all other forms of communication are redundant in 2010’. Evidence from the cases cited shows that both online, offline and mobile communications are currently running and hope to run in future, we therefore argue based on our findings that B2C organizations could be more effective in terms of their marketing communication by choosing a mix media of communication and also integrating all facet communication messages. As argued by Jensen (2008), Gurau (2008), and Cammerer (2009) integrated marketing communication has generally been accepted as a profound and, current way of executing marketing communications. This paper therefore concludes that it is integrated marketing communication not only online communication that could be used to launch and develop brand now and in the future. References. About Lebara Retrieved from http://www.lebara.com/about.html Accessed on 15 March, 2010. Abrahams, A.S; Chaudhary, T and Deane, J.K. (2010), “A multi-industry longitudinal analysis of the email marketing habits of the largest United States chains”, Journal of Direct, Data and Digital Marketing Practice, Vol. 11 No. 3 pp. 187-197. Anderson, E.R. (2008), “Next-generation campaign management: How campaign management will evolve to enable interactive marketing”, Journal of Direct, Data and Digital Marketing Practice. Issue 10, pp 272– 282. Ashcroft, L. and Hoey, C. (2001), “PR, marketing and the internet: implications for information professionals”, Library Management, Vol. 22 Nos. 1/2, pp. 68-74. Bamba, F. and Barnes, S.J. (2007), “SMS advertising, permission and the consumers: a study”, Business Process Management Journal, Vol. 13 No. 6 pp. 815-825. Barwise, P. and Strong, C. (2002) “Permission-based mobile advertising”, Journal of interactive marketing, Vol. 16 No. 1, pp. 14-24. Boyle, E. (2007), “A process model cocreation: brand management and research implications”, Journal of Product & Brand Management, Vol. 16. No. 2, pp. 122-131. Brands damaged by dodgy online association (11 September, 2008) Retrieved from http://www.theidm.com/resources/archives/research-nuggets/brands-damaged-by-dodgy-online association/ Assessed on 9 March, 2010 Brands for life Retrieved from http://www.unilever.com/brands/?WT.GNAV=Our_brands Accessed on 15 March 2010. Cammerer, B. (2009), “The planning implementation of integrated marketing communications”, Marketing Intelligence & Planning, Vol. 27 No. 4 pp. 524-538. Chaffey, D. (2009) E-Business and E-Commerce Management: Strategy, Implementation and Practice, 4 th ed, Prentice Hall, England, UK. Chaffey, D; Ellis-Chadwick, F; Mayer, R. and Johnston, K. (2009) Internet Marketing Strategy, Implementation and Practice, 4 th ed., Prentice Hall, England, UK. Combining mobile and online marketing improves brand awareness (15 February 2010) Retrieved from http://www.theidm.com/resources/daily-newsfeed/combining-mobile-and online-marketing-improves-brand-awareness/ Assessed on 27 February, 2010 Creating a better future every day: about us Retrieved from http://www.unilever.com/aboutus/?WT.GNAV=About_us [Accessed on 15 March, 2010]. 499
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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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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Abstract Land Based Sources of Poll
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Abstract On the Mitigation of Rever
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Assessment of pollutants in nigeria
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Figure 1: Lagos off shore survey po
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Table: Model Fitness Regression Sta
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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Defining the Organisational Culture
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Convenient location of banks Challe
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Banks in Ghana Challenges in the Er
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References: Challenges in the Era o
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Figure 5: Causal loop diagram inclu
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The study seeks to: • examine typ
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Figure 2: Customer Perception of MT
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Relationship Commitment Total 1264.
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Abstract Marketing Nigerian medicin
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References Challenges in the Era of
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Conclusion Dissatisfied 6 3.4 3.6 7
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Abstract Customer satisfaction with
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Methodology Challenges in the Era o
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Discussion Challenges in the Era of
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Postgraduate 19 Internet experience
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Average daily Internet hours z P-va
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Conclusion Challenges in the Era of
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Football Spectatorship Challenges i
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