Mastering the Art of Marketing Communications: Strategies for Success in the Digital Age

Abstract

The research topic was chosen as a result of the importance of communications in organizations in general and the marketing process in particular. Without communications, the organization cannot survive and continue. The problem of the study was diagnosed in the lack of sales of some types of products of the General Company for the Production of Vegetable Oils, despite their distinction, position, and reputation in the market and so on. Its products have standard specifications, lack of channels for communicating with customers, and find out whether the management of the researched company has a comprehensive perception of the concept of integrated marketing communications. Therefore, the research aimed to know the type of relationship and the extent of the influence occurring between integrated marketing communications as an independent variable represented by its nine dimensions and marketing performance. As a dependent variable, represented by its four dimensions, using the descriptive and analytical approach, and for this reason, two main hypotheses were formulated for the research, from which nine hypotheses branched. In order to achieve these goals, the study was applied in the General Company for the Manufacture of Vegetable Oils using the descriptive and analytical approach, with a purposive sample of (84) individuals from the department managers and the company’s employees. Through the questionnaire and analyzing it statistically using statistical methods (arithmetic mean, standard deviation, relative importance, coefficient of determination, R, simple correlation coefficient, test 2, exploratory factor analysis test, latent root KMO scale, Bartlett’s test) in the statistical analysis program 23 SPSS, as well as personal interviews conducted by the researchers, which showed the methods. There are a number of statistical results, the most important of which is the existence of a significant correlation and influence between marketing communications and marketing performance. In conclusion, the researchers presented a set of recommendations and proposals, the most important of which can be mentioned, the most important of which is the need for the state to protect and support the company’s products by imposing a customs tax on similar imported products, as well as the necessity of managing the company. The research subject raised her employees' awareness of her desire to increase marketing performance and informed them of her level of performance on a regular basis, in order to detect and correct deviations And we can say The current research aims to test the extent of the impact of marketing communications, represented by its elements (advertising, personal selling, sales promotion, public relations, publishing, and direct marketing, on customer satisfaction, and through it, we can determine the extent of the impact of the marketing communications strategy on customer satisfaction. The problem of the research was represented by the difficulty of marketing services due to the lack of special customizations. Marketing activities, and the importance of research stems from the importance of the role. What marketing communications perform in achieving the objectives of the researched organization, the Iraqi Library and Documentation House, is to accomplish its work with high efficiency and gain the satisfaction of its customers. Data were collected through the use of a questionnaire that was distributed to a purposive sample of (40). Researched, and a set of statistical methods were used to determine the level of importance of the research variables, as well as to test the extent of the influence of the independent variable, marketing communications, on the dependent variable (customer satisfaction through the use of the statistical program (SPSS25), and all results were identical to the research hypotheses. The researcher reached a set of conclusions, the most important of which was the lack of a clear marketing communication strategy adopted by the researched organization. The researcher also reached a set of recommendations, the most important of which was that the researched organization adopt a payment strategy to promote its services.