Overall effectiveness of the campaign

Using several marketing tools, advertising, direct marketing, digital marketing, social media and SEO's as part of an integrated marketing communication campaign, Coles has boosted sales on marked down products and as a bonus, increased exposure to the brand. While it is impossible to measure increased exposure, the product sales listed in the 2014 Coles annual report lists a $2 million increase in sales from 2013. another measure of the success of the Coles promotion is seen in its longevity. The IMC campaign "Down down prices are down" has been active for 3 years, the management would be foolish to keep a promotion that was not working active, money and time has been spent on this campaign and it is producing results.

Digital Marketing, Social media and SEOs

The Coles website (coles.com.au) features aspects from all current promotions and as a result, appears to not aggressively market a single message to users. This is the reason why the "Down down prices are down" campaign is less prominently featured on the website and because of this, the Coles website is less effective in ability to promote the campaign and communicate the message to all viewers of the website. The way that the digital marketing method would be integrated into the campaign would be in the scope redefinition phase which proceeds the initial phase of marketing and considers the alternative tools of marketing that looks at the customer's point of view. In this case, Coles has identified that a much more accessible means for consumers is via the internet.

Integrating digital marketing into the campaign during the scope redefinition phase has also allowed for the emergence of social media and SEOs which are several types of digital marketing in practice. Using social media sites such as Facebook and Twitter, Coles has effectively spread the message even further throughout Australia. Also, by using SEOs to increase the consumers ability to find the "Down down prices are down campaign," the exposure of Coles is therefore increased as well. By establishing a slogan as a sub-brand, Coles has created another avenue for exposure to the public. Using E-commerce may be less relevant however it can be effective if done properly.





this twitter post uses the tagline to familiarise customers with the brand by means of association

E. Schultz and Heidi F. Schultz

Transitioning marketing communication into the twenty-first century

Taylor & Francis, (2014). Transitioning marketing communication into the twenty-first century. [online] Available at: http://www.tandfonline.com/doi/abs/10.1080/135272698345852#.VFYxVzSUcwA [Accessed 2 Nov. 2014].