Emotional Branding in the Integrated Marketing Communication Strategy of a Telecommunication Company

Abstract

The objective of this study is to determine and assess the emotional branding, which is an integrated marketing communication strategy of a telecommunication company. Furthermore, this study aims to determine how the post-paid clients of the company assess emotional branding as the company’s marketing strategy. This study used the descriptive method. The respondents of the study consists of 196 respondents from Ayala Ave., Makati City. In this study, the obtained data and information needed was observed from the research survey, which was the main instrument. The data for this study were obtained through questionnaire. Frequency and Percentage distribution, Weighted Mean, One-Way Analysis of Variance, and Ranking were employed as statistical tools. The customers are the hearts of any industry. Telecommunication, being a service oriented industry, always puts priority in finding ways to make customers happy and satisfied. Sensing this importance, this study was conducted to know the effectiveness of emotional branding as a marketing strategy. Therefore, the satisfied customers will lead to increase in usage of that specific network, and as a whole, thay would make it the most popular among other networks. Smart Communications Inc. may choose the blogger that will be the face of their product and services, and may influence new and existing customersto be loyal. The blog should have a personality because if the blog lacks a personality factor, it will fail to attract readers or watchers. They may also add more influencers and bloggers as their endorsers, to be engaged with more users. The marketing team should create materials that are profoundly emotionally compelling. Sharing is the best advertising nowadays because it is both heartfelt and free. They shall improve their services considering that the word of the mouth is the best tool to promote products and services.Smart shall put extra efforts to improve their products and especially their services to attract and retain subscribers. When the customer is satisfied and their preference is attained, they will help to promote the products and services that will serve as good image to the company. Leave the customers with a strong feeling by using emails and calls as part of database/direct marketing. It is not about what the brand you want to leave your audience, but the feelings you want to leave with them. They need to build a strong connection with their consumers, especially the loyal customers, in order to retain them. Smart should use a good pricing strategy to attract new customers and retain the existing ones. They also need to give discounts and freebies to their loyal customers, so that they can reach their sales targets.