Marketing Communication

  • Length: 921 words (2.6 double-spaced pages)
  • Rating: Excellent
Open Document

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Text Preview

More ↓

Continue reading...

Open Document

Marketing communications (marcom) include customer-facing materials such as brochures, press releases, Web sites, and trade show presentations. The proximity of marcom planning to the customer makes it one of the most important activities that a company undertakes. Thoughtfully written marcom plans:

* Keep your company speaking with one voice across a vast number of products, regions, and customer interactions.
* Enable diverse teams of people to create integrated communications vehicles.
* Help your messages rise above the din of the marketplace and consistently resonate with their target audiences.
* Give you better results for your expenditures of time and money.

First you study, then you decide

Marcom plans are the confluence of substantial research and shrewd decision-making. Build effectiveness by thoroughly understanding your:

* Target audience profiles Who are your existing and potential customers? What is the best way to communicate with them?
* Buying, selling, and communications processes How do your customers prefer to buy? How are you set up to sell? What communications best facilitate buying and selling?

Armed with a solid understanding of the terrain, you then need to make a number of decisions:

* Objectives What do you want to happen as a result of your marcom activities? What customer behaviors do you hope to inspire?
* Messages What do you want customers to know?
* Vehicles Which communication vehicles best convey your messages?
* Budget and schedule How much do these vehicles cost to develop? What is your budget? When should the vehicles be released?

You also need to decide the scope of the plan. Marcom plans can be focused at the product level, the product line level, or the company level (for example, company or brand image) — or any combination of the three. The higher the focus, the less specific the elements of the plan. See the following table for more detail.

Focus of the marcom plan
Target audience profiling

Know your customer applies to virtually every marketing activity, and it's doubly true for marcom planning. First, learn about your target audience's specific demographics and psychographics, and then take the time to understand:

* How customers prefer to receive information about your type of offerings.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

How to Cite this Page

MLA Citation:
"Marketing Communication." 24 May 2018
Title Length Color Rating  
Integrated Marketing Communication Essay - International Marketing Integrated marketing communication (IMC) is an approach used by organisation to brand communications where different factors coordinate to create a seamless experience for the customers and are expressed with similar tone and style that reinforce the brand’s core message. Integrated marketing communication campaign leads to the total marketing communication strategy aimed at building strong customer relationship by showing how company’s product can satisfy customer needs ( Kotler et al.)....   [tags: international marketing and advertising]
:: 8 Works Cited
2253 words
(6.4 pages)
Term Papers [preview]
Essay on Marketing Communication - 3. The Role of Sales Promotions The entrepreneurship world today is a place of competition. The company or organization with the best competition or the most competitive organization survives in the global market. Business without a competitive advantage over its competitors is easily likely to collapse. Many organizations rely on marketing activities such as sales promotion to increase sales and grab a bigger market share. Producers can end up spending a lot in personal selling and also advertising their goods and it may still not work....   [tags: Marketing ]
:: 9 Works Cited
1180 words
(3.4 pages)
Strong Essays [preview]
The Importance of Marketing Communication in Business Essay - 1. Introduction Marketing communication is very important strategic part of any marketing process. Communicating with your customers enables you to deliver your message to them so that they will react to it. Therefore, marketing communication is not just a way companies interact with their customers, but also integrated model of relationships within the company. 2. Intercultural communication Each and every culture in the world has its own regulations for communication. One thing people should understand that there is no common form of communication between different cultures....   [tags: culture, ethics, competition] 958 words
(2.7 pages)
Better Essays [preview]
The Impact of Media on Marketing Communication Essay - ...   Objectives of Research Objectives of this research are: • To investigate the importance of social media for an organization. • To identify the relationship between Social media and Purchase intention. • To identifying the social media as an important and integral part of the marketing communication strategy. • To examine the extent, social media that helps consumers in buying decision making Scope of Study The scope of the study is limited, and the study does not take into account other factors that may affect the purchase intention....   [tags: social networking, brand, customers] 2418 words
(6.9 pages)
Research Papers [preview]
Marketing Communication of Sosa Juice Essay - 2.0 Evaluation of Current Market Situation Sosa has been a successful product brand for three years.It has built a reputation by offering the most delicious, nutritious, health and functional beverages with no artificial flavours, colours or preservatives. The company is seeking to rise toward national prominence in the premium functional juice market. 2.6 Marketing Objectives Sosa aims to obtain 10% market share, with 75% brand awareness of Sosa Super healthy juices in our target market, primarily targeting Georgetown and its suburbs in the first year....   [tags: promotion, advertising]
:: 10 Works Cited
1578 words
(4.5 pages)
Powerful Essays [preview]
Essay on Integrated Marketing Communication (IMC) - Integrated Marketing Communication (IMC) is a communications process that entails the planning, creation, integration and implementation of diverse forms of marketing communications (advertisements, sales promotions, publicity releases, events, etc) that are delivered over time to a brands targeted customers and prospects. The goal of IMC is ultimately to influence or directly affect the behaviour of the targeted audience. IMC considers all sources of contact that a customer / prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers /prospects and to which they might be receptive....   [tags: Business Marketing Essays] 2298 words
(6.6 pages)
Strong Essays [preview]
Essay on Integrated Marketing Communication - Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value....   [tags: Business, Customer Relationship] 515 words
(1.5 pages)
Good Essays [preview]
Essay on Marketing Communication - Marketing communications (marcom) include customer-facing materials such as brochures, press releases, Web sites, and trade show presentations. The proximity of marcom planning to the customer makes it one of the most important activities that a company undertakes. Thoughtfully written marcom plans: * Keep your company speaking with one voice across a vast number of products, regions, and customer interactions. * Enable diverse teams of people to create integrated communications vehicles. * Help your messages rise above the din of the marketplace and consistently resonate with their target audiences....   [tags: Business Marketing] 921 words
(2.6 pages)
Strong Essays [preview]
Consumer Psychology and Marketing Communication Essays - ... Company B produces purple, green, blue, black, white, and yellow glasses. Company B will sell more products because they will appeal to a wider audience. “If all consumers were alike—if they all had the same needs, wants, and desires, and the same background, education, and experience—mass (undifferentiated) marketing would be a logical strategy” (Schiffman & Kanuk, 2010). This concept is market segmentation. Diversifying is not the only way a business uses psychology to increase profits. A business also uses targeting to identify which products are best for a specific demographic....   [tags: profitability, brand, products]
:: 4 Works Cited
696 words
(2 pages)
Term Papers [preview]
Essay about Integrated Marketing Communication - The market fragmentation and the increasing communication options in recent years have contributed to the clutter the world is experiencing today. This has lead marketers to integrate their marketing communication tools in order to break through the barrier of noise and reach the target market, “marketing overload is forcing corporations to shout even louder” (keller 2001). In 1993 Shultz, Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing Communication (IMC). This concept has generated a great interest among academics and practioners, although research regarding its frequency and implementation is limited....   [tags: Business Management Analysis] 1134 words
(3.2 pages)
Strong Essays [preview]

* How customers use this information during the buying process.

Buying, selling, and communications processes

The primary role of marketing communications is to maximize sales by aligning your selling process with your customer's buying process.

* Your customer's buying process is the steps that they follow when making a purchase.
* Your selling process is the steps that your sales force goes through when making a sale.
* Your communication process creates the customer mindset that you are trying to achieve during each stage of the buying and selling processes.

Effective marketing communication begins with a thorough understanding of these processes. The following chart maps the communication process to typical buying and selling processes.

Process stages

To move a customer from identifying a need to making a purchase, your communications must first make them aware of your offering, then build credibility, and so on. Identifying and understanding the different stages of these processes makes it possible for you to more effectively craft marketing messages and select communications vehicles.

Remember, these are typical processes. Different customers (governments, businesses, consumers) have different buying processes, and your selling process should vary depending on your business model.

Marcom plans should build on your marketing strategy plan. However, many companies have no formal statement of high-level marketing strategy, so the marcom plan must cover more ground. This means creating a number of marcom objectives that specify what you want customers to do after experiencing your marketing communications. For example, should they visit your Web site? Call your salesperson? Consider you a top provider in your industry?

It's also important to decide how you measure success. The more quantifiable the metrics — a 10% increase in market share or the generation of 100 new leads — the better.

Marketing messages are touchstones that focus and unify your marketing vehicles. Remember, marketing messages:

* About individual products can focus on specific features and benefits.
* About a product line are typically limited to highlighting similarities, differences, and relative positioning among products.
* About your company image typically address overall branding.
* Must be consistent and compatible with each other and your company branding.
* Must reflect the stage of the communications process that you are addressing. Creating awareness requires different messages than creating preference.

Vehicle selection

Your choice of communication vehicle depends primarily on which stage of the communication process you want to influence.

Communication process stages

Secondarily, the vehicles that you choose depend on the focus of your marcom plan.

Focus of the marcom plan, filled in

Vehicles can often address more than one stage in the communication process but typically have a specific strength within a certain stage.
Budget and schedule

After you've identified the appropriate mix of communication vehicles, determine the costs of your plan, compare them to your budget, and adjust accordingly. The final step is to create a tactical implementation calendar that outlines when each vehicle is released and who is responsible for getting it done.
Tips to the wise

Here are some final points to consider when you're preparing an effective marcom plan:

* Ideally, you should create a plan that addresses each step in the communication process. However, limited budgets typically require prioritization.
* It's often best to prioritize your weaker areas. For example, don't bother building awareness in a market in which yours is already the preferred product.
* As a general rule, focus on the first half of the communication process for your newer products, and on the second half for established products.

Return to