Samenvatting

This thesis is written on behalf of Tick Yes, an online marketing agency based in Sydney, Australia. Tick Yes is an agency that wants to build up strong relationships between their clients, the brands, and the (potential) consumers of these brands. During the internship became clear that there are three challenges while writing a marketing communication plan, which ask for a new approach, this is due to several developments in the online world and the behaviour of consumers. The three main challenges are: Defining the right target group, reaching the right target group with the right communication, and create engagement and finally brand loyalty. The following main question has been developed to come to a solution for the three
challenges: 'How does Tick Yes need to adjust their marketing communication plans in order to create engagement between brands and consumers and to create brand loyalty in the long run?' The main question is supported by three sub questions, which are divided into three research parts: (1): 'What global trends affect the behaviour of consumers?' (2): 'What behaviour of consumers derives from these trends?' (3): 'What are the most popular social media platforms, and how do consumers make use of it?' The advice consists of a guide that helps Tick Yes to create marketing communication plans that are adjusted to the behaviour of consumers today. It gives a solution to the three main challenges that needed a different approach: Six elements are developed that enable a new approach for the three challenges: How to define the right target group? (1): Define reason for existence of the brand. To appear as an appealing brand towards consumers it is important to tell a story around the brand that defines the reason for existence of the brand. (2): Define consumer tribe. The target group should be segmented on a shared interest instead of shared demographics. How to reach the right consumer target group with the right communication. (3): Define the communicator of the messages. Choosing the right communicator to communicate with the target group is crucial to appear as a personal brand. (4): Choose the right Social Media platforms. Every Platform has its own purpose, which should be taken into consideration when choosing the platforms to communicate with the target group. How to create engagement and finally brand loyalty. (5): Communicate the right message. The message that is going to be communicated needs to be appealing for the consumer tribe and needs to be developed for every specific platform. (6): Facilitate conversation between consumers. To create loyal customers it is important that the brand facilitates the conversation between consumers on the several platforms.