What is it? Marketing communications is a dialogue between a company, a brand and a target audience. In other words, any interaction between these two groups aimed at promoting, selling a product, and working with a reputation. Such processes include advertising, PR, branding, and sales promotion.
How to use? It is necessary to develop a strategy, choose a communication method, a channel, and select the appropriate tools. It is important to constantly update and monitor their effectiveness.
The article explains:
The essence of marketing communications
Marketing communications objectives
Main types of marketing communications
Classification of marketing communications by type of impact
Selecting a Marketing Communications Channel
What does a marketing communications strategy consist of?
Stages of development of marketing communications
Examples of Marketing Communications
Evaluation of the effectiveness of marketing communications
Frequently Asked Questions about Marketing Communications
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The essence of marketing communications
Communication (interaction, informing) is the transfer of information from one person to another or even to a whole group of people.
Marketing communications is a way of conveying information about a brand, product or organization to the target audience (TA), which may include consumers, suppliers, shareholders, employees and management bodies. The main task is to promote the product or brand to the market.
The marketing communications complex contains various ways of interaction between the company and the target audience. For example, placing advertisements on the VKontakte platform, holding press conferences and distributing aromatic samples through magazines.
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Marketing communications objectives
All interactions are aimed at student data package increasing brand awareness, establishing relationships with the target audience, and strengthening emotional connections with clients. Specific tasks depend on the specifics of the activity and the characteristics of the industry. In this context, let's consider frequently encountered goals:
Increased sales. Integrated marketing communications encourage the audience to pay for the brand's goods and services, which helps increase the company's income.
Transfer of necessary information. This is a great opportunity to inform the target audience about new products, assortment updates and upcoming sales.
Distancing yourself from competitors. This is a powerful tool for attracting the attention of potential customers, winning their trust and turning them into regular customers. The developed strategy not only distinguishes the brand from competitors, but also helps to create long-term relationships.
Differentiation from competitors
Source: shutterstock.com
Strengthening the brand position. Building the right image and associations in the perception of customers requires constant efforts. Therefore, it is important to regularly and effectively interact with the target audience.
Customer retention. The longer a customer is in dialogue with a brand, the more profit they bring. To increase long-term customer value and create loyal supporters of the company, it is necessary to select appropriate communication channels and develop an effective engagement strategy.
Increased loyalty. Using a variety of channels (email, social media, and instant messaging), a company can segment its audience, send relevant content, and offer personalized offers.
Using word of mouth. To make a company very famous, you need to create viral content. This could be a video, a post on social networks, or an advertising photo on a billboard. The main thing is that the information spreads quickly, arouses interest in the company, and expands the target audience.
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Alexander Kuleshov
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