Conclusions

STATEMENT OF SUMMARY

“Marketers recognise that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company or brands. One challenge is to understand how to use the various IMC tools to build strong connections and reciprocity between customer and brand” (Belch et al. 2011, p. 177)

The marketers behind the product, One Direction, clearly understand current and prospective customers. They understand that the target, in this instance, Generation Y; are heavily influenced by new media technologies and are using this to there advantage by maintaining a strong presence on the social media aspect of their campaign.

IMC tools have also been used to align the product with the target audience and ensure key messages are being reached.
Overall, this has been a highly effective campaign. With continued focus on the promotional mix elements such as e-marketing, publicity, and social media driven campaigns, the product will only continue grow. 

DID THE TARGET AUDIENCE BECOME ENGAGED?

“Engagement in the marketplace encourages consumer loyalty and advocacy” (Belch et al. 2011, p. 21)

This above definition of engagement has clearly been proven in this report. One Direction fans have proven they are loyal, they are emotionally invested to the brand and are continuously looking for ways to support and grow the brand. With over 4.8 million Facebook fans and 3.1 million twitter followers, this product is in high demand. From the creation of the product on reality television, consumers instantly connected with the product and feel as though they have been on a journey with them. Customers continue to be engaged with this product as it plays on key emotions of the consumer and encourages consumer loyalty and advocacy.