Abstract
This study examines the Integrated Marketing Communication and Performance of Post Office Savings Bank Nairobi. Integrated marketing Communication is an integral factor in the success of any firm and therefore a great deal of professionalism is required of the provider due to ever-increasing competition. It’s no longer enough to use Traditional advertising but it requires integrated marketing communication where all tools of communication mix was integrated to bring results of performance, a lot has been done to build a strong focused by creating awareness, improving sales, branch expansion, customer loyalty and recruiting of new customers through the use of integrated marketing communication. The main objective of the study is to find out whether Advertising, Sales Promotion Personal selling; Direct Marketing and Public relation is used to improve performance in the bank. The research design was descriptive in nature. Stratified proportionate random sampling technique was used to select the sample. From each stratum the study used simple random technique to select 80 respondents. Data collection instrument was using questionnaires with both closed and open ended questions. Data from 80 employees was analyzed to determine Integrated Marketing Communication effects on performance The data was analyzed using descriptive and inferential statistics and presented using tables, graphs, pie charts. SPSS v. 20 was used to process the data. Findings show that advertising, direct marketing, personal selling, sales promotion and public relations enhance the company’s performance by enhancing customer attraction, customer loyalty, sales volumes, branch expansion and reminding customers of the bank’s products. The study recommends that management take seriously strategies that can improve the execution of these IMC tools as they are crucial to performance of the company.
Highlights
Background of the StudyIntegrated marketing communication is the strategic coordination of all marketing messages and the alignment of methods of communication to customers be they consumers or other targeted, relevant audiences (Peltier, Schibrowsky, & Schultz, 2003)
The results showed that 86% agreed that advertising enhanced customer loyalty of Post bank and 100% agreed that advertising attracts new customers to the bank
Advertising and Performance In Post Bank, advertising has contributed to enhancing customer loyalty, attraction of new customers, increasing sales volumes, enhancing branch expansion, creating awareness on the bank and its products, and reminding customers to purchase the bank’s products
Summary
Integrated marketing communication is the strategic coordination of all marketing messages and the alignment of methods of communication to customers be they consumers or other targeted, relevant (external and internal) audiences (Peltier, Schibrowsky, & Schultz, 2003). Integrated Marketing communication has evolved as marketers have moved away from traditional mass media based communications strategies, towards those that are most personalized, customer-oriented and technologydriven (Palgrave, 2000) It combines these disciplines to provide clarity, consistency, and maximum communication impact Marketing communications helps to define an organization’s relationship with its customers. This emphasizes the strategic importance of such communication and its longterm effect on consumers. According to Kotler (2005), there have been very few studies conducted in relation to the relevance, significant and meaning of marketing communications in the context of small and medium size enterprise This situation may have changed over the years but still the case in the context of SMEs in Zimbabwe. The ability to keep a customer for life is a powerful competitive advantage (Messah & Immaculate, 2011)
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