Date of Publication

2022

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Shane Aldrin Bellare

Defense Panel Chair

Reynaldo Bautista,Jr

Defense Panel Member

Robert Espiritu
Jody Salas

Abstract/Summary

This marketing communications paper intends to promote Razza Consulting Group (RCG)’s unique positioning encapsulated in a tagline, Digital Simplified. With over a decade of existence and experience in servicing different industries and sectors, this paper highly values the perception of both current and potential clients. The researcher probed and explored the market through two distinct theoretical frameworks and marketing principles: Value Proposition Model and AIDA Model. The data gathering used were in-depth interview with nine Marketing and/or Communications decision makers and Consumer Experience Management (CXM) Survey disseminated to 32 fully serviced clients of RCG where 30 successfully responded.

The market tests discovered that decision-makers need digital partner who can help them in digital transformation. Digital Transformation is focused in injecting digital into the brand’s core. Contrary to the hypothesis that brands are solely focused in digital advertising and marketing, 5 out of the 9 leading sectors agreed that the current trend is leading to digital transformation. Hence, they need more than just a digital marketing agency.

Provided the industry insights, the researcher maximized one-to-few marketing strategies such as sector- based ads targeting only the five sectors that verbally shared their digital transformation requirements. With the guidance of Salesforce Team lead by Naveenkumar Sripuram, the researcher was able to collate the top companies from real estate, logistics, technology, financial institutions and automotive sectors based on their declared revenue stated on their publicly listed documents.

The marketing communications plan is composed of digital, public relations and events engagement, account-based marketing, email marketing and newsletter, mobile app and referral program mixes. These would contribute to the attainment of the objectives highlighting increased business profitability from 2022 to 2024.

The market tests discovered that decision-makers need digital partner who can help them in digital transformation. Digital Transformation is focused in injecting digital into the brand’s core. Contrary to the hypothesis that brands are solely focused in digital advertising and marketing, 5 out of the 9 leading sectors agreed that the current trend is leading to digital transformation. Hence, they need more than just a digital marketing agency.

Provided the industry insights, the researcher maximized one-to-few marketing strategies such as sector-based ads targeting only the five sectors that verbally shared their digital transformation requirements. With the guidance of Salesforce Team lead by Naveenkumar Sripuram, the researcher was able to collate the top companies from real estate, logistics, technology, financial institutions and automotive sectors based on their declared revenue stated on their publicly listed documents.

The marketing communications plan is composed of digital, public relations and events engagement, account-based marketing, email marketing and newsletter, mobile app and referral program mixes. These would contribute to the attainment of the objectives highlighting increased business profitability from 2022 to 2024.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

219 leaves, color illustrations

Keywords

Internet marketing; Branding (Marketing)

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Embargo Period

2-2-2022

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