marketing communication

marketing communication is the process that is required to generate interest, to explain a product or service in a simple, understandable language, and to build customer loyalty. 

marketing communication channels specialize in any means by which a company communicates with its target market, or the entire market in general. there are various channels of marketing communication; however, all are aimed at building customer loyalty and influencing buyers to make a purchase. this is achieved by creating awareness, educating the buyers about the product or service, and then enticing them into making a purchase.

the most common channels of marketing communication are:

advertising through media – there are numerous forms of advertising and marketing communication, including radio, television, film, and print media. media are used for promoting services and products, as well as for attracting customers. Media play an important role in marketing communication because they provide the consumer with information about a product or service.

when choosing an outlet for advertising, it is important to choose the most appropriate outlets, which will be more likely to have an impact on potential consumers. for example, newspapers and magazines are highly considered outlets because of their broad base of consumers, as well as their relatively high level of quality.

direct marketing efforts – these efforts will involve meeting with and communicating with, the consumers. these consumers will often come across the advertisements or messages in their daily life. the main objective of these efforts is to capture the attention of the consumers.

a common form of direct marketing communication is the mailing of advertisements or letters to the consumer. this enables companies to establish a relationship with the consumers, which helps in improving brand equity. other direct marketing efforts include offering discounts or rewards to consumers who take part in surveys.

sales cycle – the sales cycle is another key component of marketing communication. the sales cycle includes the information about the purchasing process, from the decision to purchasing, through the collection of the product or service and making the purchases.

in order to improve the quality of sales, it is important for businesses to keep track of the process. tracking allows businesses to see where they are in the sales cycle and how to improve the process.

promotional marketing communication – finally, the final component of marketing communication involves the distribution of promotional materials. these promotional materials will often include catalogues, pamphlets, brochures, newsletters and cards. Many businesses distribute these materials to attract new customers.

a common practice is for businesses to give promotional items to customers when they make a purchase of a product or service. these items can include t-shirts, caps, jackets, bags or any other personal item that a customer can carry around with them at all times. this type of marketing communication is very effective, as it encourages repeat purchases from existing customers.

by closely focusing on the four main components of marketing communication, businesses will find that they are able to greatly improve the quality of customer relations. it is important for marketers to remember that the four key elements are not mutually exclusive, and that each can be utilized in order to bring additional customers and prospects into the company’s marketing mix.

in fact, the key stakeholders, the consumers, the prospects, the representatives and the media, play an important role in marketing communication. each of these groups represents a set of potential customers who need to be targeted in order to increase profitability. by aligning your marketing strategy with these key stakeholder groups, you are likely to drive greater levels of success for your business.

article by: mirko francioni