integrated marketing communications (IMC)

Page 1 of 12 – Cover Page Submission ID trn:oid:::1:2924585348 ZHOU LELE IMC-Liying Zhu Tut2-3 SBC-21-7306-21-7306.docx hw Paper Sağlık Bilimleri Üniversitesi Document Details Submission ID trn:oid:::1:2924585348 10 Pages Submission Date 2,349 Words May 19, 2024, 7:37 AM GMT+3 13,699 Characters Download Date May 19, 2024, 7:54 AM GMT+3 File Name IMC-Liying_Zhu_Tut2-3_SBC-21-7306-21-7306.docx File Size 30.6 KB Page 1 of 12 – Cover Page Submission ID trn:oid:::1:2924585348 Page 2 of 12 – AI Writing Overview Submission ID trn:oid:::1:2924585348 How much of this submission has been generated by AI? 33% of qualifying text in this submission has been determined to be generated by AI. Caution: Percentage may not indicate academic misconduct. Review required. It is essential to understand the limitations of AI detection before making decisions about a student’s work. We encourage you to learn more about Turnitin’s AI detection capabilities before using the tool. 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Page 2 of 12 – AI Writing Overview Submission ID trn:oid:::1:2924585348 Page 3 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Boosting Sheffield’s Tourist Profile through an Effective Social Media Tactic Student’s Name: Liying Zhu Student ID: SBC-21-7306/ 33080260 Tutorial: 2-3 Tutor’s Name: Dr. Jack Page 3 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 4 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Contents 1. Introduction ………………………………………………………….. 2. Overview of the Social Media Marketing ………………………….. 2.1. Significance of Social Media Marketing in Tourism Industry ………………………………………………………… 2.2. Objectives of Using Social Media ………………………….. 3. Pros and Cons of Social Media ….……………………………… 4. Strategy and Implementation of Social Media 5. Expected Outcomes and Evaluation Metrics ………………………… 6. Recommendations 7. Conclusion ………………………………………………………… 8. References ………………………………………………………… Page 4 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 5 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 1. Introduction Sheffield, with its strong industrial heritage stemming from its historical position as a major center for steel manufacturing, boasts a vibrant cultural scene, and an unique location close to the stunning natural landscapes of the Peak District National Park. This combination offers visitors with a wide variety of attractions. However, to boost its potential attractiveness as a travel destination and increase its economic growth, comprehensive marketing tactics are essential. In this paper, the integrated marketing communications (IMC) as a powerful framework for improving Sheffield’s tourism reputation. Specially, using social media to showcase Sheffield’s historical landmarks, dynamic arts, music culture, and outdoor leisure opportunities. By clearly stating the definition and the role of social media as a marketing tool; analyzing the advantages and disadvantages of the tactic; discussing the strategy and implementation with detailed scheduling and measurements of expected outcomes; and finally providing recommendations for the future developments. The purpose of this paper is to demonstrate how Sheffield may utilize social media to improve its brand image and promote long-term growth in the travel and tourist industry. 1. Overview of the Social Media Marketing Social media marketing is a dynamic approach that makes use of social media applications to post texts, pictures, videos, and other content to promote products, services, or brands by producing and sharing content that drives interactions with audiences. Building a community of followers, raising brand exposure, achieving business goals, and increasing revenue are main objectives of social media marketing. According to Statista (2024), published the Global Internet and Social Media Users, there are 5.07 billion social media users worldwide, representing 62.6% of the total global population. As of 2022, Internet use is high among 15–24-year-olds in all regions of the world, with Europe’s young people having the highest rate of Internet use at 98%. This compares with a global average of 75% for the 15-24 age group. Page 5 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 6 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 2.1. Significance of Social Media Marketing in Tourism Industry In today’s era, using social media platforms to promote which plays a vital role due to its feature of wide reach and accessibility, social media platforms are with billions of active users around the world, such as Facebook, X, Instagram, and TikTok. This global reach provides tourism marketers with access to a diverse audience, which is essential for promoting destinations like Sheffield, enabling the city to attract international visitors who might not be reached through traditional marketing channels. Moreover, visual appeal is important to tourism, and social platforms are by their very natural visual, another feature is the direct targeting of specific audience segments aligned with the interests of the business. Showcasing the beauty, culture and attractions of a destination through high-quality photographs, films and other digital information can enhance its appeal to potential visitors. Visual storytelling not only attracts potential visitors, but also reinforces the local brand image. In addition, social media makes it easier for businesses to communicate directly with people and build relationships. By encouraging people to tell others about their experiences, user-generated content and word-of-mouth recommendations effectively expand the reach of the campaign. This engagement builds loyalty and trust and provides valuable data for future marketing campaigns. 2.2. Objectives of Social Media Marketing The main objective is to raise awareness of Sheffield as a major tourist destination. This includes highlighting the city’s unique attributes, including its history, culture and landscape. The campaign aims to attract potential visitors from across the globe by creating compelling content. For example, shows the iconic landmarks such as the Winter Garden, the Chatsworth House, and the historic Kelham Island Museum, moreover to present Sheffield as a dynamic and attractive place through features on local festival, music events, and dining experiences, which emphasizing the city’s combination of historical relevance and modern appeal. The second goal is to interact with potential visitors and make connections with them. The initiative aims to establish a two-way communication channel by actively responding to people’s question, Page 6 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 7 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 comments, and messages, thereby creating a sense of worth and relationship for potential travelers. This degree of interaction not only sustains audience interests but also raises the possibility that content may be shared, thereby broadening the influences. The final objective of the social media marketing approach is to turn interest into real visits through targeted advertisements and strategic actions. Although increasing awareness and encouraging participation on the internet are crucial, the strategy’s ultimate success depends on its capacity to produce measurable outcomes, such as raise in visitor spending and arrivals in Sheffield. 2. The Pros and Cons of Social Media The cost-effectiveness of using social media in a marketing strategy is one of its key benefits. The expense of traditional advertising techniques, such print, radio, and television commercials, can be prohibitive for a city’s marketing budget. On the other hand, social media platforms may present a more affordable choice with a possible increase in return on investment (ROI). Campaigns may be highly targeted and changed in real time to guarantee the most effective use of resources and optimizing every dollar, even with a tight budget. However, at the same time, due to its flexible and efficient nature, operators must have good content creation skills and be able to create engaging, informative, and visually appealing content in a short period of time, which is necessary for the effective use of social media. This is both time-consuming and technologically resource intensive. Another significant advantage is that the reach and accessibility of social media is almost borderless on terms of coverage aera. Social media platforms serve as a worldwide stage, providing almost irreplaceable access to a diverse range of people around the world. With this reach, Sheffield is able to share the unique characteristics of its city to a broad audience, including not only local and domestic tourists, but also foreign people who might not know Sheffield’s attractions before. Through effective social media marketing, increasing its visibility and appeal to visitors. Additionally, Page 7 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 8 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 publishers can engage in real-time user interaction by using the open and interactive characteristics of social media. This kind of interaction can greatly improve the visitor experience by offering a customized service that promotes a sense of connection and belonging, which is essential for converting interest into a visit. Nevertheless, the openness and high level of communication on social media platforms allows users to post negative comments at will, which can spread quickly and potentially damage a business’s reputation if not managed properly. Therefore, to minimize any negative consequences, managing social media with monitoring and responding to such feedback in a timely. Furthermore, data analytics tools available on platforms such as Facebook and Instagram, for example, allow marketers to create highly targeted advertisements based on a user’s interests, behaviors, demographics, and previous interactions with relevant content, a campaign that attracts prospective travelers who have demonstrated an interest in similar destinations, activities, or travel content. In addition, powerful analytics tools monitor metrics such as click-through rates, conversion rates and user stickiness, which helps marketers improve content and programs in real time. This accurate data analysis ensures the efficiency of marketing efforts. However, since content distribution is so dependent on social media’s big data algorithms, this can lead to less visualization if the content is not updated in a timely manner. And, while social media platforms can provide a variety of data charts and graphs, it can be challenging to correlate these with increasing actual consumers and revenue. Without sophisticated and comprehensive analytics tools, it can be difficult to accurately measure true ROI. 3. Implementation and Control of Social Media Marketing strategy implementation and scheduling control play a non-negligible role in reaching the final goal. Effectively use each social media platforms may significantly increase the efficiency of marketing. As of April 2024, the top five most popular social platforms globally (ranked by number of monthly active users) are Facebook, YouTube, Page 8 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 9 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Instagram, WhatsApp, and TikTok. As the pioneer of social networking, Facebook is the most popular social network in the world with over 3 billion daily active users. It is a platform for personal socialization, community engagement and business promotion. And it supports a wide range of content formats, including text, images, video, and live streaming. Sheffield can use it to post detailed information about festival events and create communities to encourage participates in discussions and shared experiences. The other platform is TikTok, which is a rising star in the social media space, with Gen Z and young millennials as its main users, standing out with short-form video content and viral buzz. Users are able to enhance their brand’s image by posting interactive video challenges or collaborating with influencers. Instagram is also a relatively youthful social platform, posting content mainly in pictures and Story to showcase products, lifestyles, and aesthetics. Although publishing content that fits the platform’s rules in different applications is something that needs to be taken into account, the strategic timing and frequency of content posts, considering seasonal variations in tourist interests. For example, before the peak tourist season, like the summer holidays, Sheffield could promote their seasonal festivals and entertainment, some of the culture and attractions on social media to attract audiences of all ages. Budget and return on investment are also necessary to measure the effectiveness of a campaign, which may be related to the final revenue. The term “return on investment (ROI)” is often refer to measures of how efficiently capital is utilized to generate profits. In other words, what do we get in return (benefits) for the money we put in (costs)? In theory, the following formula is commonly used to determine ROI: According to Stewart (2009), marketing returns can be categorized into long-term and short-term. Short-term impacts can be in terms of sales growth, generated leads, awareness, brand preference and choice, website visits, etc. Long-term impacts can be Page 9 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 10 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 seen in the creation of a long-lasting sense of value over a period of time, at least some time in the future (which could be a year or more), that will make consumers willing to pay a premium for the product in the future. After discussing implementation and control, it is important to understand how to measure the effectiveness of social media campaigns and track progress toward achieving expected outcomes. 4. Expected Outcomes One of the main expected outcomes is to increase Sheffield’s social media following and engagement across a variety of platforms. Likes, comments and shares provide an understanding of how actively audiences are interacting with the campaign content. The higher the engagement rate, the higher the level of interest and empathy from the audience, indicating that the campaign’s reach was effective in capturing the audience’s attention and eliciting a response. This in turn raises Sheffield’s profile among potential visitors, influencing their decision-making process and increasing the likelihood of them choosing Sheffield as their next destination. The ultimate goal of the social media campaign is to drive higher conversion rates from social media interactions to travel enquiries and bookings. While increased attention and engagement are important metrics, measuring the success of a social media sales campaign is the ability to translate this online interest into real action that leads to visitors visiting and spending in Sheffield. By strategically integrating calls to action and promotional offers within the campaign, such as links to travel websites and booking platforms, the campaign aims to guide potential visitors through switching channels, from initial interest to final booking. This seamless journey, from social media interaction to travel inquiries or bookings, is vital to demonstrate the tangible impact the event has on Sheffield’s tourism and economic growth. Page 10 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 11 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 5. Recommendations There are a number of strategic recommendations that in order to effectively utilize social media marketing to enhance Sheffield’s tourism profile. These recommendations are designed to maximize engagement, extend reach, drive conversions, and ultimately boost Sheffield’s tourism industry. Differentiate Sheffield from other destinations by highlighting its unique selling points across social media platforms, such as Sheffield’s historic architecture, picturesque countryside and fantastic music festivals. At the same time, with the different environments of each social platform, create interesting and varied content, such as a series of themed content, for example, posting a “Find Sheffield’s Hidden Treasures” challenge video on TikTok or a “Sheffield Two-Day Tour” guide on Facebook, can provide a great opportunity for potential travelers. ‘Sheffield in Two Days’ guides on Facebook can provide valuable information and inspiration to potential visitors, showcasing the diversity of the city and therefore increasing Sheffield’s competitiveness in the tourism market. Create and produce content in a regular and organized way. A well-planned schedule allows posts to be strategically organized, ensuring a balanced mix of content types (e.g., photos, videos, stories) and topics (e.g., cultural events, historic sites, natural attractions). This consistency helps keep viewers engaged and ensures that all attractions and events are highlighted on a regular basis. In addition, scheduling posts in advance can help manage resources more efficiently and allow for timely promotion of upcoming events and special offers. 6. Conclusion In summary, strategically designed social media tactics are a powerful tool to raise the profile of Sheffield’s visitors. By utilizing the broad reach, real-time engagement capabilities and targeting specific demographics of social media, Sheffield can Page 11 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 Page 12 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348 effectively present the distinctive characteristics of its city to a global audience. The goal of this communication strategy is to raise awareness, attract potential visitors and convert interest into actual visitors, which is critical to driving sustainable tourism in the city. Ultimately, the broader economic and social impacts of increased tourism will benefit the community as a whole. Local stakeholders and business supporters are encouraged to join together in this effort to improve Sheffield’s tourism appeal and contribute to the city’s sustainable development and prosperity. Page 12 of 12 – AI Writing Submission Submission ID trn:oid:::1:2924585348