INTEGRATED MARKETING COMMUNICATION FOR BEGINNERS

3. Telemarketing

Telemarketing is the practise of selling directly to consumers and corporate
clients over the phone. We're all familiar with consumer-oriented
telemarketing, but B-to-B (business-to-business) marketers also utilise
telemarketing extensively. Outbound telephone marketing is used by
marketers to sell directly to consumers and businesses. In addition, they
employ inbound toll-free numbers to take orders from television and print
advertisements, direct mail, and catalogues. Telemarketing that is well-
designed and targeted offers a number of advantages, including simplicity of
purchase and more product and service information.

Telemarketing involves using the telephone to sell directly to consumers and
business customers. We’re all familiar with telephone marketing directed
toward consumers, but business-to-business (B-to-B) marketers also use
telemarketing extensively. Marketers use outbound telephone marketing to
sell directly to consumers and businesses. They also use inbound toll-free
numbers to receive orders from television and print ads, direct mail, or
catalogues. Properly designed and targeted telemarketing provides many
benefits, including purchasing convenience and increased product and service
information. However, the rise in unwanted outbound telephone marketing
has irritated many consumers, who are fed up with receiving “junk phone
calls” on a regular basis.

45

4. Direct Response Television Marketing (DRTV)

Direct marketing via television, including direct-response television
advertising (or infomercials) and interactive television advertising. There are
two forms of Direct-response television (DRTV) marketing that are direct
response television advertising and interactive TV.

a. Direct Response Television Advertising
Direct Response Television Advertising is a direct marketers air television
spots that often 60 or 120 seconds in length. It persuasively describes a
product and give customers a toll-free number or an online site for
ordering. It also includes full 30-minute or longer advertising programs,
called infomercials, for a single product. Successful direct-response
television advertising campaigns can ring up big sales. DRTV advertisement
are often associated with somewhat loud or questionable pitches for
cleaners stain removers, kitchen gadgets, and nifty ways to stay in shape
without working very hard at it.

b. Interactive TV
A more recent form of direct-response television marketing is interactive
TV which lets viewers interact with television programming and
advertising. With the technologies such as interactive cable systems,
internet-ready smart TVs, and smartphones and tablets, consumers can
now use their TV remotes, phones, or other devices to obtain more
information or make purchases directly from TV ads. For example, the
H&M firm sponsored advertising that allowed viewers with specific
Samsung smart TVs to interact directly with the commercials using their
remotes. Product information, the ability to share that information to

46

another device, and the opportunity to buy immediately were all available
through a little pop-up menu that appeared while the advertisement
played.

5. Kiosk Marketing

As people become more comfortable with digital and touchscreen
technologies, many businesses are providing information and ordering kiosks
(similar to vending machines but with a lot more features) at supermarkets,
airports, hotels, college campuses, and other places. Self-service hotel and
airline check-in kiosks, unmanned product and information kiosks in malls,
and in-store ordering gadgets that let you order products not offered in the
store are all examples of kiosks these days. Many modern “smart kiosks” are
now wireless-enabled. Some machines can even use facial recognition
software that lets them guess gender and age and make product
recommendations based on those data. In Japan, they sold everything in the
kiosk such as soup, self-freezing bottled Coke, underwear and live puppies
too. Company such as ZoomSystems creates small, freestanding kiosks called
ZoomShops for retailers ranging from Apple, Sephora, and The Body Shop to
Macy’s and Best Buy.

47

The Nature of Direct Marketing as Promotion Tool

Personal selling, direct mail marketing, catalogues marketing, telemarketing,
direct-response television (DRTV) marketing, and kiosk marketing are the most
common types of traditional direct marketing. In most organizations’ direct
marketing activities, these traditional direct marketing tools are still heavily used
and very significant. However, in recent years, a sparkling new set of direct
digital marketing tools, including online marketing (websites, online ads and
promotions, email, online videos, and blogs), social media marketing, and
mobile marketing, has exploded onto the marketing scene. Direct marketers and
their customers usually enjoy mutually rewarding relationships.

48

https://quizizz.com/join?gc=16491870
https://forms.gle/obTLr3NAFXJPzFvv7

49

Successful Story of Integrated Marketing

Communication- Emirates

Emirates Airline is an airline based in Dubai, United Arab. This airline company
started with two leased aircraft in 1985 and have never looked back since then.
Now, Emirates has 265 planes flying to 155 different locations.

Source: Google

50

Emirates’ Integrated Marketing Communication
Strategies

1. Traditional Media- Advertisement
Emirates' commercials and print ads in major publications promote the
airline's new products, routes, and aircraft.

2. Event Sponsorship
Emirates sponsor sports activities such as soccer, horse racing, and tennis. This
airline company also sponsored major football clubs such as Arsenal. Its
membership in the Asian Football Confederation has given it a lot of exposure
in the region.

3. Owned Media
To reach its clients, the firm produces two in-flight magazines. The airline also
can promote its latest deals, partners, and services thanks to a superb in-flight
entertainment system. Additionally, buyers can purchase branded products
through the company's official retail website.

4. Millennial Appeal
To safeguard natural resources and prevent air pollution, the airline is
implementing a long-term environmental policy. Being one step ahead of the
competition and ensuring that their fleet is equipped with the most modern,
fuel-efficient aircraft. Emirates integrates a number of marketing
communication tools to deliver a coherent message.

51

5. High quality of its services
The high quality of Emirates' airline services is a recurring subject in all of the
company's marketing efforts.

Emirates' Integrated Marketing Communication Tools

Emirates used various communication tools to attract a large number of
customers all over the world, and create a positive vibe all-around such as
television commercials, print advertisements, sponsorships, charitable
foundations, in-plane advertisements, internet marketing and trade
promotions.

Conclusion

From the above campaigns, we can conclude that Emirates choose traditional
and digital channels to leverage their relative strengths. In a few cases, digital
and traditional tools are used in a campaign to supplement each other.
Now, Emirates continues to lead the industry when it comes to providing
customers with travel support and assurance. When it comes to offering
consumers with travel support and confidence, Emirates continues to lead the
market. In addition to bio-security measures at every step of the journey,
Emirates is the first and only airline to provide free multi-risk travel insurance
and Covid-19 medical coverage to all of its passengers.

As the conclusions, Product, Price, Place, and Promotions (4 P’s) make up the
global marketing mix for Emirates. All of the above components of the marketing
mix are encapsulated in a single well-ordered programs when the above
organisations execute an integrated marketing communication plan.

52

REFERENCES

Afiontzi, E. (2019). Rainy days are usual in this moody city but that is its beauty
[digital image]. Retrieved from https://unsplash.com/s/photos/advertising

Armstrong, G. & Kotler, P. (2016). Marketing: An Introduction. (13th ed.). Pearson.
Armstrong, G. & Kotler, P. (2014). Marketing: An Introduction, Global Edition.

(12th ed.). Pearson.
BBDO (2012). Emirates Burj campaign [digital image].

Retrieved from
https://www.adsoftheworld.com/media/print/emirates_burj
Belch, G.E. and Belch, M.A. (2018), Advertising and Promotion:
An Integrated Marketing Communications Perspective, 11E (Global Edition),
McGraw-Hill Education.
Busing, H. (2020). Girlfriends hands piled together [digital
image]. Retrieved from https://unsplash.com/s/photos/together
Evans, J.R., & Berman, B. (2015). Marketing (12th ed.). Textbook Media Press
Kotler, P & Armstrong, G. (2017). Principles of Marketing.(17th ed.).Pearson.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T & Leong, S.M. (2017). Marketing
Management: An Asian Perspective (7th ed.). Pearson.
n.d (2019). Business & work [digital image]. Retrieved from
https://unsplash.com/photos/YDVdprpgHv4
Spiske, M. (2018). You’ve got mail [digital image]. Retrieved from
https://unsplash.com/photos/BPxkU4uPq6Y
Ying. J. (2017). Sales [digital image]. Retrieved from
https://unsplash.com/s/photos/sales-promotion
Yusniza Kamarulzaman & Nor Khalida Abu. (2018). Principles of Marketing (3rd ed.).
Oxford Fajar.

53