Marketing communications

 

Marketing communications 

Marketing communication channels focus on how businesses communicate a message to its desired market or the market in general.

 It is also in charge of the internal communications of the organization.

 Marketing communication tools include advertising personal selling, direct marketing sponsorship communication public relations social media customer journey and promotion.

MC are made up of the marketing mix which is made up of the

4 Ps Price Promotion Place and Product for a business selling goods and made up of 

7 Ps Price Promotion Place Product People Physical evidence and Process for a service-based businesses.

online promotions

Marketing communications include advertising promotions sales branding campaigns events and online promotions.

 The process allows the public to know or understand a brand and get a clear idea of what the brand has to offer.

 Brand awareness is the first stage then brand preference over its competitors is the desired outcome. 

With growing technology and techniques the direct participation of customers is made.

 This is done by including their ideas and creations in product development and brand promotion.

 Successful branding involves targeting audiences who appreciate the organization's mission and vision business values and marketing program.

marketing communication

Communication barriers Communication barriers are factors that hinder the objectives of marketing communication.

 Major communication barriers are Noise and clutter, consumer apathy brand parity and weak information design creative ideas or strategies. 

Noise is an unrelated sensory stimulus that distracts a consumer from the marketing message (for example people talking nearby making it hard to hear a radio advertisement).

 Clutter is the high number and concentration of advertisements presented to a consumer at any time. 

As attention cannot be divided there is a limit to how much can be taken in and processed which means that strong marketing communication needs to stand out from the clutter and be heard above the noise.

marketing mix

Communications is one important aspect of the marketing mix.

 Marketing communication is often the largest component of communication within a company which may be to present company values objectives or specific products and services to investors customers or the general public. 

In the 21st century communications objectives focus on more customized messages targeting customer groups or individuals to create high responses and greater brand interaction.

Mass media

Television has since its inception dominated the advertising media scene due to its combination of visual and aural stimulation allowing for greater attention grabbing and more effective transmission of messages than other forms of media.

 It has a few disadvantages: television commercials suffer from being zipped and zapped

 Zipping is the term given to fast forwarding commercial break sessions during the pre-recording of programs.

 Often viewers will record programs purely so they can be viewed without the commercial breaks.

 Zapping is the term given to the habit of many consumers to change channels during commercial breaks.

 This is also done to avoid watching advertisements. 

Using television advertisements is beneficial due to its wide reach and the degree to which content can be segmented according to the intended target market. 

Advertisements are carefully paired with time segments and or linked with appropriate programming, known as media vehicles.

 This helps to ensure the intended audience is being reached with the marketing message.

Television.

 Radio.

 Print.

Decline.  

Branding goes beyond having a logo

it is how businesses communicate on behalf of their company verbally and visually. 

A brand is a conversation — it is how people talk about your company when you are not in the room.

 Consumers are constantly interacting and meeting with brands. 

This can be through television or other media advertisements such as event sponsorships personal selling and product packaging.

 Brand exposure such as this is known as a brand touch point or brand contact whereby the organization can try impressing its consumer. 

Without branding, consumers wouldn't be able to decipher between products and decide which one they like most. 

People may not be able to even tell the differences between some of the brands, they would have to try each brand several times before being able to judge which one was best.

 In order to help with purchase decisions marketing communications try to create a distinct image for the brand. 

Brand associations are made to encourage linkages with places, personalities or even emotions which creates a sophisticated brand personality in the minds of the consumers. 

This shows how brand communications add value to products and why branding is a crucial aspect to the communication platform.

Customer-focused versus customer-centric

A recent revelation in integrated marketing communication is the change in the role of the customer within the business world.

 Due to the fast-paced growth of technology customers are rapidly gaining more power through forums such as word of mouth now with capabilities of reaching a much wider audience through the use of social media.

 Recognizing this power shift organizations have begun to re-evaluate their typical marketing strategies and customer approaches from the traditional customer-focused attitude to the wide-spreading customer-centric method in order to develop a more integrated strategy.