Designing a Comprehensive Integrated Marketing Communication Plan

for a Product Launch

 Table of Contents

1. Introduction............................................................................................................................4

2. Marketing Channels Evaluation for Acquiring the Communication Objectives...................4

2.1. Definition of Marketing Communications......................................................................4

2.2. Marketing Communication Channels Strategy...............................................................5

2.3. The Purpose of the Marketing Communications Mix.....................................................7

2.4. The Role of Marketing Communication.........................................................................8

3. Communication Objectives Setting........................................................................................9

4. The Role of Budgeting and Scheduling in IMC...................................................................10

4.1. Making a Schedule and Communications Plan.............................................................10

4.2. Addressing the Appropriate Channels...........................................................................11

5. Channel Selection and Integration.......................................................................................12

5.1. Integration with Social Media.......................................................................................13

5.2. Content Marketing........................................................................................................14

5.3. Email Marketing............................................................................................................14

5.4. Public Relations............................................................................................................15

5.5. Retail Channels.............................................................................................................16

6. Create Content for a Marketing Channel for Meeting the Specified Communication
Objectives.................................................................................................................................16

7. Applying the Methods of Monitoring and Evaluating Integrated Marketing

Communications Plan (IMC) with Acquiring ROI..................................................................19

7.1. Importance of Monitoring Integrated Marketing Communications Plan......................19

7.2. Methods for Acquiring ROI..........................................................................................22

8. Recommendation for Improving Marketing Communication and Business Objectives.....24

9. Conclusion............................................................................................................................26

10. References..........................................................................................................................27

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1. Introduction

In the current highly competitive marketing environment, an integrated marketing

communications plan is required for a product launch to be successful. The introduction of

EcoSip, a water bottle that is both ecologically friendly and sustainable, presents Green

Innovations with a unique chance to interact with a market that is environmentally conscious

and to increase the recognition of their brand. The purpose of this study is to propose an

integrated marketing communication (IMC) plan for the launch of EcoSip. The plan makes

use of efficient monitoring mechanisms, clear communication goals, and the combination of a

number of different marketing channels to assure the launch's success.

2. Marketing Channels Evaluation for Acquiring the Communication Objectives

2.1. Definition of Marketing Communications

A new eco-friendly product, the EcoSip water bottle, is about to be unveiled by Green

Innovations, a local firm that places a heavy emphasis on sustainability. It's possible that GI

will reach its target demographic via marketing communications (Marcom) channels and

technologies. Advertising, public relations, social media, and packaging are all part of this

category. Through brand, product, and company education, marcom helps to shorten the sales

cycle. In order to stand out in a competitive market, GI can employ a number of unique

methods and tactics (Ashley and Tuten, 2015). They use a wide variety of marketing

platforms and technologies to make sure their message gets through to potential customers.

Social media, sponsorships, public relations, advertisements, and promotions are all parts of

these communications. In marketing communications, you will find things like ads,

discounts, sales, logos, campaigns, events, and even internet promos. The audience at large

can learn about a brand, understand it, and its products or services better using this method.

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After people learn about a brand, the objective is to make them choose it over competing

brands (Hoffman and Fodor, 2010). Customers can now take part directly thanks to evolving

methods and technology. Product development and brand marketing incorporate their

products and ideas to achieve this. If GI wants its branding efforts to be successful, it needs to

target those who share its values and are enthusiastic about its mission, values, and marketing

campaigns.

2.2. Marketing Communication Channels Strategy

Channel Purpose Key Actions Target Content Integration

Audience Type

Social Increase Run targeted Environmentally Ads, Stories, Integrate

Media brand ad conscious users Posts with

visibility campaigns; content

and Engage with marketing

interaction user and PR

comments

Content Highlight Develop Green lifestyle Infographics, Promote on

Marketing EcoSip’s infographics, enthusiasts Case social

unique case studies, Studies, media and

selling and how-to Guides through

points guides email

campaigns

Email Strengthen Send follow- Current and Follow-up Link to

Marketing customer up emails, potential Emails, content and

relationships special customers Offers, social

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 offers, and Surveys media

surveys updates

Public Enhance Organize Media Press Align with

Relations brand press events, professionals, releases, social

reputation feature General public Features, media and

and outreach articles, and Interviews content

interviews strategies

Retail Attract Launch eco- Eco-conscious In-store Highlight in

Channels sustainable friendly shoppers promotions, social

product product lines Product media and

shoppers in eco-stores displays PR

campaigns

The majority of the time, individuals who find satisfaction in reposting look for content that

is not only entertaining but also emotionally engaging, as well as content that is driven by

ethical ideals. We anticipate that by tweeting hilarious comments that make our audience

laugh, the marketing team at GI will be able to improve the number of shares and

engagements they receive. According to Pulizzi (2012), Gi needs to incorporate social sharing

buttons within their blog articles, e-commerce website, and an assortment of their email

content in order to enable their audience to share content from several locations. Establishing

solid relationships with customers is necessary in order to increase both revenue and

exposure for the business. The General Insurance Company (GI) can assist its network in

becoming more familiar with the brand by connecting with customers on social media. After

reading the responses to the questions, visitors will have a better understanding of your

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organisation and the level of professionalism that GI possesses. Customers in the future will

have more faith in the company if these statements are representative of the way GI conducts

its business.

Over the course of the past few years, social media has developed into a potent instrument

that businesses can use to expand their consumer foundation. Therefore, the majority of firms

swiftly establish branded accounts on various social networking platforms. Organic social

media is a terrific method to rapidly and inexpensively update your content, communicate

with customers, and promote specials and other deals. Paid social media advertisements, on

the other hand, allow you to reach specific demographics with brand awareness campaigns.

According to research conducted by Smart Insights (Grewal, Roggeveen, and Nordfält,

2017), more than four billion people all over the world make use of social media. In light of

this, GI has a multitude of opportunities to engage with potential customers and to increase

awareness of the brand. For the purpose of promoting "EcoSip," GI may choose to make use

of visual assets in social media marketing or to make use of Facebook posts that contain

photos, which have a 2.3 times higher engagement rate than posts that do not have them.

Images (80%), videos (63%), blogs (60%) and live video (35%), among the many sorts of

content that can assist GI in attracting a wide and relevant audience, are among the more

common types of content.

2.3. The Purpose of the Marketing Communications Mix

There are several parts that make up a communications mix. The several avenues that GI

might use to reach its customers are part of the marketing communications mix. These days,

marketing communications are crucial, which is why marketing is so important. This

highlights the significance of the communications mix and the marketing vehicles used

within it in the marketing mix. The marketing concepts show that several various ideas were

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used when manufacturing in GI first started (Kotler and Keller, 2016). It is common practice

for GI to use a wide variety of communication channels in its marketing communications

plan. Because we want the end user to understand what the GI is trying to say, we do this.

Moreover, the customer's chance of remembering the brand is enhanced by simultaneously

repeating the brand message across numerous media. Making sure there is no repetition is

how this is achieved.

2.4. The Role of Marketing Communication

The marketing communications department of Green Innovations (GI) is tasked with

enhancing public knowledge of the company and its products. Establishing a devoted

customer base necessitates time. A key function of marketing communications is to uphold

customer faith in the brand, its products, and its goals. Even if GI has an exceptional new

product or service, such as "EcoSip," it does not guarantee consumer purchases; awareness of

its availability is equally essential. Marketing and communications specialists in the

gastrointestinal sector invest considerable time and effort to engage those who may benefit

from or have an interest in their products and services.

The sales cycle may be abbreviated. Reducing the sales cycle is one potential advantage for

GI. To advance towards this target, GI must perform market research to gain insights into

client needs, desires, influences, and purchasing behaviours. This purpose can be achieved by

employing this data in customer contacts (DigitalMarketer, 2024). To maintain a competitive

edge in the current business landscape, GI has engaged marketing communications specialists

tasked with promoting the unique attributes of their products and services relative to

competitors.Recognising and engaging with the relevant stakeholders. Lamb et al. (2018)

propose that this may assist GI in recognising and addressing key stakeholders. Effective

marketing communications teams possess an in-depth understanding of their audiences and

engage with them in a manner that produces significant commercial outcomes.

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3. Communication Objectives Setting

The aims and principles that direct the interactions that an organisation or an individual has

with its stakeholders, such as customers, employees, and other parties, are referred to as

communication objectives. Through the development of communication plans, offices are

able to establish and uphold clear expectations through each and every engagement. The

goals of communication include the reasons why a company or an individual chooses to

engage or communicate with customers, employees, associates, or other businesses, as well

as the anticipated benefits that would result from the relationship (Digital Marketing Institute,

2024). Communication can take place in a variety of ways, including verbal exchanges,

written remarks, advertisements, or any other manner of providing information. The process

of establishing goals prior to engaging in conversation can assist an individual or organisation

in developing plans that will direct the content of each communication. This may make it

easier for them to achieve the goals they have set for themselves.

With the use of public relations and social media, EcoSip intends to expand its audience and

increase the amount of people who are familiar with its brand. The audience will be engaged

through the use of content marketing and social media by the brand through the utilisation of

interactive material, contests, and influencer alliances  Coombs and Holladay, 2012)

 . The usage of targeted promotions and email campaigns with the goal of converting leads

into customers through the use of social media and email marketing will be utilised in order

to drive revenues. Additionally, in an effort to increase consumer loyalty, EcoSip will take

advantage of content marketing and social media in order to showcase its commitment to

sustainability.

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4. The Role of Budgeting and Scheduling in IMC

Organisations can obtain a good idea of what they can expect to spend on advertising and

marketing with the use of an Integrated Marketing Communications (IMC) budget, which is

an all-inclusive financial plan. All of the channels and tactics that the business plans to

employ to reach out to clients are covered by the project budget. Some examples of these

include conventional and online forms of advertising, social media, email, and search engine

optimisation (Pulizzi, 2012). This IMC budget is crucial because it affects many other areas,

including but not limited to: cost control, resource allocation, strategic planning, and the

analysis of marketing effectiveness. By creating a spending plan, GI may ensure that their

marketing campaigns are within their means and in line with their long-term goals.

4.1. Making a Schedule and Communications Plan

Task Description Start End Responsible Milestones Status

Date Date Team

Market Conduct 01- 07- Marketing Research In

Research research on Oct- Oct- Team Report Progress

target market 2024 2024 Completed

and

competitors

Campaign Develop IMC 08- 14- Marketing Strategy Not

Strategy strategy and Oct- Oct- Team Document Started

Development objectives 2024 2024 Finalized

Content Create content 15- 21- Content Content Not

Creation for social Oct- Oct- Team Ready for Started

media, email, 2024 2024 Review

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 etc.

Design and Finalize logo, 22- 28- Design Team Branding Not

Branding slogan, and Oct- Oct- Assets Started

color scheme 2024 2024 Approved

Launch Prepare for 29- 04- Operations Launch Plan Not

Preparation product Oct- Nov- Team Finalized Started

launch, 2024 2024

including

scheduling and

logistics

Product Official launch 05- 05- All Teams Launch Day Not

Launch of EcoSip Nov- Nov- Started

water bottle 2024 2024

Post-Launch Evaluate the 06- 12- Marketing Performance Not

Evaluation effectiveness Nov- Nov- and Analytics Report Started

of the launch 2024 2024 Teams Completed

Communicati Objective Key Content Timin Responsi Metrics

on Channel Activities Focus g ble Team for

Success

Social Media Increase Regular Product Weekl Social Engageme

brand posts, features, eco- y posts Media nt rate,

awareness paid ads, friendly follower

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 and influencer benefits Team growth

engageme partnershi

nt ps

Email Drive Targeted Special Bi- Email Open rate,

Marketing conversio email offers, weekly Marketing click-

ns and campaign product Team through

nurture s, updates rate

leads newsletter

Content Educate Blog Eco-friendly Month Content Blog

Marketing and posts, tips, product ly Team traffic,

inform articles, benefits content

about and how- shares

eco- to guides

friendly

living

Public Build Press Launch As PR Team Media

Relations credibility releases, announceme needed coverage,

and media nts, product press

generate outreach reviews mentions

buzz

Retail Highlight In-store Special deals, Month Retail Sales

Channels promotion displays, eco-friendly ly Team volume,

s and retail in-store

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 build promotion messages engageme

retail s nt

partnershi

ps

4.2. Addressing the Appropriate Channels

Channel Purpose Key Actions Schedule Metrics

Social Increase brand Develop and share Weekly Engagement

Media visibility and posts, run ads; updates rates, Reach,

engagement Partner with New followers

influencers

Content Inform and attract Create blogs, Monthly Page views,

Marketing target audience infographics, and Time on site

videos

Email Convert leads and Send targeted email Bi-weekly Open rates,

Marketing retain customers campaigns, Click-through

newsletters rates

Public Build credibility Distribute press As needed Media coverage,

Relations and generate releases, arrange Public sentiment

media buzz media interviews

Retail Engage with eco- Launch in-store Quarterly Sales volume,

Channels conscious promotions, Partner feedback

consumers and collaborate with eco-

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 drive sales friendly stores

The role of Budgeting and scheduling in IMC

Budget Allocation Amount (£)
Digital marketing Cost 30000
Content Marketing Cost 20,000
Email marketing cost 8,000
Another maintenance cost 6,000
Total 64,000
Budget Table

5. Channel Selection and Integration

Channel integration involves coordinating and integrating marketing communication

channels to give consumers a consistent experience. This concept differs greatly from siloed

marketing techniques where each channel runs individually. Web, social media, email, and

offline platforms including print and events should collaborate to support and enhance each

other. This is channel integration's core principle. In this context, omni-channel and multi-

channel marketing must be distinguished (Ashley and Tuten, 2015). Multi-channel marketing

uses multiple channels to reach consumers, but omni-channel marketing integrates all of them

into one seamless experience. Channel integration underpins omni-channel marketing since it

ensures that consumers receive the same message and experience from GI regardless of

channel. To eliminate customer friction, channel integration must occur across all touchpoints

(Cheng and Chen, 2014). Enhanced customer journey and brand loyalty and image make this

integrated strategy successful. Modern companies like GI need a multichannel marketing

approach for various reasons. Communication is more efficient when clients receive

consistent messaging across mediums. Consistency makes the brand more trustworthy.

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Channels work together better and use resources more efficiently, making the marketing

effort more effective.

5.1. Integration with Social Media

"Social media marketing" describes how a company uses social media platforms to promote

its products and services. Promo videos for the company's social media accounts can be seen

in product demos, shown at business events, and on corporate websites. They can also be

shown during webinars. Through the use of social media integration, businesses can invite

customers to their events through various social media platforms, launching a win-win

advertising cycle. General contractors (GIs) can reach a wider audience and perhaps generate

more business by advertising their website and future events (webinars, meetings, etc.) on

social media (Coombs and Holladay, 2012). In addition, GI can keep tabs on their social

media accounts via their websites and give their customers all the information they need, so

they can follow them whenever they want. When GI's social media accounts go live, the

website should be updated to reflect that. Consider making a unique post for each social

media platform to promote a newly released product. When the posts go live on all of the

social media sites, you should consider adding a link to the announcement page to every

single one of the GI posts. This not only makes social media more cohesive for users, but it

also makes people think twice about the things they first thought about when they see ads for

them. This boosts the product's chances of becoming profitable by promoting it through a

variety of channels.

5.2. Content Marketing

Many different channels, collectively known as content marketing channels, are used by

content creators to distribute their content to their intended audience. More effective and

lucrative marketing strategies are available to content creators due to the variety of channels.

The establishment of GI's online brand relies on an effective and efficient design of content

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marketing channels. Since content marketing channels allow businesses to target customers

effectively, an efficient and effective strategy is required to maximise revenue and customer

conversion. Blogging, SEO, SMM, and paid advertisements are all forms of content

marketing (Borden, 1964). GI creates content for each channel and uses a configured,

personalised landing page to reach the target customer. A content marketing channel's

principal objective is to guarantee that it can successfully communicate with its intended

audience and supply them with the channel's advertised product or service. Effective content

marketing channels can be created, shared, and tracked by marketers using a third-party

platform that already has all the necessary marketing strategies installed. These channels may

provide a better return on investment (ROI) in addition to increasing sales and leads. Since

content marketing generates informative and helpful material that captivates the target

demographic, it will play a pivotal role in EcoSip's strategy.

5.3. Email Marketing

Through the utilisation of email marketing, a powerful instrument, businesses can improve

customer relationships and increase sales. This direct marketing channel yields a return on

investment of $36 for every $1 expended, surpassing all other channels in profitability and

cost-effectiveness (Duncan, 2005). In 2022, 68% of companies reported that they were

communicating with their contacts via email containing content. Email marketing enables GI

to engage with customers via their contact lists, providing information about GI products

such as "EcoSip," along with sales and other updates. Emails exhibit a superior conversion

rate compared to alternative channels due to subscribers' voluntary consent to receive them.

Its substantial return on investment (ROI) renders it a crucial component of the inbound

marketing strategies employed by most companies. Incorporating blog posts and articles into

EcoSip's email newsletters is an effective strategy to enhance the site's traffic. This will

provide subscribers with highly beneficial information (Grewal, Roggeveen, and Nordfält,

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2017). Modern email marketing tactics emphasise consent, segmentation, and personalisation

rather than generic, uniform mass communications. This facilitates more precise and efficient

interaction with consumers. Understanding your customers' interests is essential for

cultivating enduring relationships with them. Marketing automation and software

significantly facilitate the creation of personalised campaigns for GI, despite the apparent

time consumption involved. Ultimately, sales will be stimulated and a community will be

established around the "EcoSip" brand through a meticulously crafted email marketing

campaign.

5.4. Public Relations

In marketing, public relations refers to the use of strategies and tactics by a company such as

GI to develop brand equity, enhance a positive image, highlight product and service

introductions and updates, and so raise sales and income. Maintaining good relations with the

media will help GI's reputation among the general public; but, it is also important that GI

interact with the environmentally conscious community in which it operates since, after all, it

is part of it. GI can help local events, donate money, and volunteer to have a good influence

on the community (Ashley and Tuten, 2015). It's also a fantastic approach to let people know

both generally and among those interested in the company's principles. Social media is a

perfect illustration of public relations and marketing since it is usually included into every

effective communications plan. Based on the content, GI's public relations and marketing

teams can design and distribute social media entries. Given the ownership of the media, it is

relevant to include that. Paid media may be used by the GI marketing team to start social

media campaigns or influencer initiatives. The public relations team might also use social

media monitoring to keep informed of any major events and react appropriately, so producing

earned media.

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5.5. Retail Channels
Distribution venues where products can be purchased by consumers are known as retail

channels. In order to keep up with the ever-changing retail landscape, most businesses now

have many retail channels where customers can buy their products. These channels include

social media, traditional brick-and-mortar shopfronts, and online e-commerce platforms. But

the best businesses use omnichannel retail systems that include all channels to make online

purchasing easy for consumers (MarketingDonut, 2024). Customers will have a seamless

experience discovering things on social media, making purchases on the retailer's website,

and picking up their stuff in-store thanks to this technology. Given the complexity of

managing many channels, many retailers develop detailed channel strategies outlining their

marketing and sales tactics, customer needs, and procedures for each channel and the

ecosystem as a whole. Customers will have a unified and consistent experience across all

channels if they follow this plan. In order to boost sales and consumer engagement, EcoSip's

marketing efforts will be methodically integrated with retail channels.

6. Create Content for a Marketing Channel for Meeting the Specified Communication

Objectives

Element Description Design Color Target Pitch

Details Codes Audience

Product EcoSip - - - -

Name

Description Eco-friendly Modern, - Eco-conscious EcoSip blends

water bottle durable, consumers, style with

with a sleek fitness sustainability

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 design and ergonomic enthusiasts for a greener

built-in filter. choice.

Logo Minimalist Simple, Leaf Environmentally The logo

design eco- Green: conscious reflects

featuring a focused #2E8B57, individuals EcoSip’s

water droplet Sky Blue: commitment

in a leaf. #87CEEB to

sustainability.

Slogan "Refresh - - Health- Refresh with

Naturally, conscious EcoSip and

Act individuals support a

Sustainably" sustainable

future.

Colors Forest Green, Nature- Forest Eco-conscious Colors

Ocean Blue, inspired, Green: consumers, represent

Pure White fresh, #228B22, active nature,

clean Ocean individuals freshness, and

Blue: purity.

#4682B4,

Pure

White:

#FFFFFF

Pitch Durable, eco- Practical - Fitness EcoSip:

friendly design enthusiasts, eco- Convenient

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 bottle with with easy friendly hydration that

integrated filter use advocates supports your

filter. green values.

Figure 1: EcoSip logo

7. Applying the Methods of Monitoring and Evaluating Integrated Marketing

Communications Plan (IMC) with Acquiring ROI

7.1. Importance of Monitoring Integrated Marketing Communications Plan

Importance Description Metrics Tools Actions

Maintains Ensures consistent Brand Brandwatch Audit brand

Brand brand messaging consistency messaging

Integrity across platforms. score regularly.

Measures Evaluates the Conversion Google Review

Campaign impact and rates, campaign

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 Success effectiveness of engagement Analytics performance.

campaigns.

Detects and Identifies and Issue Jira Fix issues

Resolves addresses issues frequency, quickly.

Problems early. feedback

Responds to Adapts strategies Market share, SEMrush Adjust

Market based on market trend data strategies as

Dynamics trends and needed.

competition.

Optimizes Allocates budget ROI, cost QuickBooks Reallocate

Resource and resources for efficiency budget to top

Allocation maximum ROI. channels.

Improves Enhances Feedback SurveyMonkey Use feedback to

Customer customer scores, improve

Engagement interactions and engagement engagement.

satisfaction.

Informs Guides future Strategic goal Asana Refine

Strategic strategies with progress strategies based

Decision- data insights. on insights.

Making

7.2. Methods for Acquiring ROI

7.2.1. Key Performance Indicators (KPIs)

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The term "key performance indicator," abbreviated as "KPI," refers to a collection of

numerical metrics that are utilised to monitor the progress that is being made towards a

particular goal. Useful perspectives are provided by key performance indicators (KPIs),

which are designed to assist all employees in making better decisions, establishing goals for

teams to strive for, and measuring progress. The use of key performance indicators (KPIs) is

beneficial to every department in terms of strategic advancement (Belch and Belch, 2018).

This includes accounting and human resources, as well as sales and marketing efforts. It is

essential to measure the effectiveness of the project in order to gain an understanding of its

overall performance, identified areas that are undervalued, and to establish goals that are both

profitable and attainable. Considering the project's goals at the outset is important because

they immediately establish the key performance indicator (KPI). If GI tracks the traffic to

its website and the conversions of the campaigns, GI will be able to easily determine whether

your marketing efforts are bringing in more sales or simply raising product awareness.

7.2.2. Customer Feedback and Surveys

Through the use of a questionnaire or survey, customer feedback surveys are conducted in

order to formally collect responses, opinions, and feelings from customers. Any kind of

business or organisation, regardless of its size, can benefit from conducting market research

of this kind. These kinds of official questionnaires and surveys are conducted with the

purpose of determining the opinions of customers regarding a wide range of topics (Keller,

1993). An organisation of a customer satisfaction survey can be done in a number of different

ways. According to MarketingDonut (n.d.), this is the reason why it may be beneficial to

collaborate with a third party that specialises in conducting market research or surveys to

gauge customer satisfaction. By doing this, rather than requesting that customers get in touch

with the company directly, you will increase the likelihood that they will respond in a manner

that is both objective and honest. By gaining an understanding of public opinion, GI is able to

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determine whether or not its brands, products, and advertising campaigns are capable of

meeting the expectations of its customers and increasing their level of satisfaction.

7.2.3. A/B Testing

The purpose of A/B testing, which is also known as split testing or bucket testing, is to

compare two different versions of content in order to determine which one is more appealing

to viewers or visitors. When comparing two versions, control (A) and variant (B), it takes

your key performance indicators (KPIs) into consideration in order to determine which one is

superior. The best result that can be achieved through A/B testing is continuous operations.

According to Smart Insights (n.d.), repeated testing has the potential to yield an infinite

number of possible suggestions for improving efficiency (Hoffman and Fodor, 2010). A

further possibility is continuous testing, which is feasible due to the fact that testing

possibilities are practically limitless. In order to optimise the language and content of the

campaign, GI will concentrate on determining which elements are in accordance with the

actions that are intended to be taken and the audience that is being targeted.

7.2.4. Analytics Tools

By collecting, analysing, and sharing data, analytics tools make an effort to enhance your

decision-making processes or, at the very least, to assist you in making better decisions in

general. The analysis of data is allowing businesses to uncover a plethora of new

opportunities that can be used to generate value. An analytics tool simplifies the process of

data handling, distribution, and analysis, which in turn helps to improve the outcomes and

decision-making processes of a company while simultaneously reducing the risks involved

(Kotler and Keller, 2016). Because of this, GI is able to perform more accurate tracking of the

effectiveness of its marketing campaigns. It is equally as important to investigate the areas in

which it excels and the areas in which it falls short as it is to improve it.

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7.2.5. ROI Calculation

The return on investment (ROI) of a project can be determined by deducting the costs of the

project from the benefits it has generated over a predetermined period of time. This is the

amount that represents the project's net income. In order to determine the return on

investment (ROI), which is expressed as a percentage, one can perform the following

calculation: divide the total expenses by the net benefits, and then multiply the resulting

number by 100. The return on investment (ROI) metric will be utilised by GI in order to

assess the effectiveness of the marketing campaigns (Holliman and Rowley, 2014). The

disparity between the amount of money spent on marketing and the amount of money brought

in will be of great assistance. Now that it has this information, the General Information

Service will be in a better position to evaluate its upcoming initiatives and effectively manage

its resources.

8. Recommendation for Improving Marketing Communication and Business Objectives

Audience segmentation is a crucial component of every successful marketing plan. Green

Innovations is able to improve consumer engagement by targeting them with marketing

communications that are highly relevant to their requirements, based on psychographic,

behavioural, and hedonic characteristics (Hackley and Hackley, 2017). The importance of

consistent contact across all platforms cannot be overstated. Direct marketing, social media,

public relations, and advertisements must all use the same message. Customers have a clearer

picture of the brand when there is consistency. Green Innovations may from time to time need

the advice of a professional when dealing with marketing goals and tactics. This specialist

can increase return on investment (ROI) by developing and implementing focused strategies.

A business may track its standing in the market, attract more customers, and increase profits

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with the help of analytical knowledge. Because of its importance, we need to look into new

approaches to marketing (Hooley et al., 2020). The company's allure can be amplified by

increasing its market reach through the implementation of novel innovations. In as little as a

year, Green Innovations can increase revenue with the help of a well-executed marketing

mix.

To determine how effective marketing strategies are, data must be continuously monitored

and evaluated. Green Innovations can find openings and untapped potential by monitoring

key performance indicators (KPIs) linked to company slogans and objectives. An abundance

of data-driven information elevates the personal aspect of product marketing. One way that

Green Innovations can get people to buy more is by sending them tailored messages

(Groucutt and Hopkins, 2015). The success of omnichannel marketing depends on its ability

to unify the customer experience across all digital and physical channels. This approach

makes it easier for customers to interact with the company, which enhances their overall

satisfaction.

The all-encompassing marketing strategy must incorporate customer feedback. Customer

feedback is a great way to improve marketing strategy because it shows how people really

felt about certain campaigns. By actively seeking and incorporating client feedback, Green

Innovations may greatly improve its ability to seize market openings and develop innovative

solutions that cater to consumer needs. If HubSpot, Inc. (2024) is to be believed, this tactic

raises brand recognition by 12% while simultaneously making customers happier (Clow and

Baack, 2020). Green Innovations places a premium on listening to its customers and acting

on their comments, recommendations, and complaints in a manner that helps the business

learn how to better serve its clients. A more practical option would be to put money into

training employees. Keeping staff updated about the company's products and mission is

beneficial for several reasons. Staff members who receive consistent encouragement and

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useful tools are better able to interact with customers and promote positive word of mouth

about the business.

9. Conclusion

The conclusion is that EcoSip needs to build a coherent integrated marketing communications

(IMC) strategy in order to guarantee that the brand message is consistent across all channels,

which will ultimately result in increased brand awareness and engagement opportunities. By

employing a variety of marketing channels, such as social media, email, content, public

relations, and retail, Green Innovations is able to provide a unified experience for their

customers. The monitoring of performance measures and the adaptation of the plan in

accordance with those metrics will be essential to the success of EcoSip. By doing so, Green

Innovations will be able to demonstrate its dedication to the issue of environmental

sustainability. There is a possibility that this may make resource optimisation easier, which

will allow for quicker problem resolution and greater adaptability to shifting market

conditions.

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