Question

Choose a company and discuss how it communicates with its customers at the corporate, marketing, and marketing communications levels.

Answer 1

The company considered here is Facebook. After the Facebook-Cambridge Analytica scandal, Facebook issued corporate level communication to emphasize its message to all its stakeholders including the customers to assure them credibility and ethics in future. Facebook in its corporate communication, assured its customers that the millions of customer database would be securely protected in Facebook in future.

Facebook communicates with its customers at the marketing level in terms of Facebook marketing. Facebook communicates to its customers that Facebook marketing is the best communication tool for businesses to attract potential customers and maintain them through Facebook page. Facebook facilitates creating individual profiles, pages for organizations or any other group that is trying to develop customer base.

Facebook communicates with its customers at the marketing communications level at a minimal level. The IMC of Facebook is that the company uses minimal budget for advertising when compared to its total revenue. Facebook relies on its community to increase its customer base. Facebook needs to invest more in advertising to attract prospective customers and maintain its database. In order to reach out to its millions of customers and to create synergy, Facebook needs to invest more in the IMC tools such as personal advertising (direct marketing) and promotional activities.

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