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Introduction
Communication in marketing is a component of an organizations overall marketing strategy that is both necessary and complex. The term market communication refers to all the other communication and media that a business uses to engage with its target audience. It encompasses various channels, including but not limited to advertising, sponsorship, social media, and direct marketing (Kotler & Keller, 2016). When discussing the four Ps of marketing (Price, Product, Promotion, and Location), marketing communication is often seen as the promotional element. Most often employed in the pursuit of a new clientele, marketing communications are aimed squarely at a select subset of the population.
Steps in Developing Effective Communications
The first step in creating efficient marketing communications is determining which demographic best represents the target audience. When communicating with a subset of customers in one region, the company can expect a different response than it would get from clients in another area. That is why it is crucial to aim their marketing efforts at the correct kind of customer (Kotler & Keller, 2016). The success or failure of a product is heavily dependent on the communications intended purpose. When developing a product, for instance, a companys primary focus should be on educating customers and stimulating initial demand from them.
The second step is to determine what the goals are for the communication. This is comprised of the goals that the company hopes to achieve. After the goals have been established, SMART objectives (Specific, Measurable, Attainable, Realistic, and Timely) are developed to put those goals into action. The third step focuses on understanding what kind and how much information the consumer needs to know. The first step is to plan out the messages format and organization. Depending on the cultural norms, legal framework, and religious principles of a given market, a tailored message may be necessary (Kotler & Keller, 2016). Budget constraints for widespread product distribution should be taken into account. Given the high costs of failed communication publications, no business will risk investing in them. Therefore, the appropriate level of management must decide and sanction the budget.
Transmission mechanisms have become increasingly critical in the modern day, forming the fourth step. The budget, the intended message, and the means of communication. There is a strong connection between these, and each plays a crucial role in the companys overall success. Creating a strategy to move forward is crucial. Potential dangers are associated with the existing communication method, and the business should constantly be ready for the worse (Kotler & Keller, 2016). There should be fallback plans to keep the flow of marketing communication unimpeded in case of difficulty at any of the steps.
Modifications from the reviews and tests form the fifth step of this cycle. After tweaks, the responsible team will secure the appropriate permissions and implement the newly developed marketing communication. Distribution to final buyers is aided by marketing communication. Furthermore, it facilitates continued communication with existing and potential clients as well as other players in the global economy (Kotler & Keller, 2016). Thus, any company that wants to prosper would do well to invest extensively in a marketing communication strategy that takes into account the most recent market developments.
Conclusion
The sixth and seventh steps are budget decisions and communication tools, respectively. For instance, it makes it challenging but crucial choices, the magnitude of the total promotional spend and the allocation of this sum to the various aspects of the advertising mix are both essential. The spheres of choice are intricately linked. International marketing promotion can come in direct sales, mass media advertisements, in-store displays, and word-of-mouth. The final step is identifying the correct target audience, which varies in different companies. Some consumer durables, for example, may be reserved for the wealthy in developing countries despite being widely used by people of all income levels in developed nations.
Reference
Kotler, P., & Keller, K. L. (2016). A framework for marketing management (p. 352). Boston, MA: Pearson.
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