What Are Marketing Communications?
When promoting your business, think beyond basic marketing. Think marketing communications. Marketing Communications are all the messages and media companies use to communicate with their markets, including but not limited to:
- Advertising (print, television, radio, internet, social media advertising, etc.)
- Direct marketing – mailers, banners, and street signs
- Social media and an internet presence
- Printed materials – flyers
- PR activities – local media interviews
- Sales presentations
- Sponsorships – local team sports
- Attendance in trade shows
- Endorsements
It is more than the message itself, though. It also has a lot to do with how your business presents these messages to its audiences.
The Objective of Marketing Communications:
The main objective of marketing communications is to create and sustain demand and preference for your business services/products. This requires businesses to commit long-term efforts and resources to position products and build the brand. Companies that have achieved this goal beautifully in the past include Kleenex, Q-tips, Sharpie, and Scotch Tape. These companies have achieved their goals so well that we equate all items of that type with the preferred brand name. They offer an excellent example of creating sustained demand and preference for your products.
To build your brand and revenue, you must communicate the value of your services to likely consumers. With every marketing message you deliver, your goal is to inform your audience about your services. Only then can you begin to drive home the long-term value of your products.
How?
- Explain what your product or service is.
- Show your audience how your service benefits them.
- Show them the effect it will have on their lives, businesses, etc.
- Convince them why they should buy your services.
The more entrenched your marketing message becomes with your services, the more significant the impact it can have on your business and your brand. For instance, an effective plan can help you profile potential customers more effectively, build a better brand identity, and obtain an edge over your competition.
To attract customers to your business, you’re going to need first to attract their attention. And with hundreds of competitors in most industries, a marketing communication strategy is your chance to outline how you plan to capture consumers’ attention and entice them to interact with you.
What As a Marketing Communications Strategy?
In essence, the definition of a marketing communication strategy is how your business plans on conveying a particular message to your target consumer through different mediums.
Let’s break down the three core elements of an integrated strategy:
- The message: What you want to say
- The target: Who are you speaking to
- The medium: What channels you are using
You want your messaging, branding, advertising, and sales promotions consistent for consumers across channels.
From a consumer perspective, it’s easier to trust a brand that speaks to them consistently. So to build trust among your audience, remember to communicate consistent brand messaging across all of your platforms.
Hearing conflicting information or having disjointed brand experiences doesn’t sit well with audiences. Part of your strategy may also entail reaching out to journalists to help tell your story. By leveraging the trustworthiness of particular journalists and publications, you can build consumer trust through these types of positive associations.
Reach the Right Audience
From magazines to billboards, radio to social media, the list of mediums you can reach consumers today is extensive. And with so many channels and platforms available, the challenge is identifying the mediums that make the most sense.
The more entrenched your marketing message becomes with your services, the more significant the impact it can have on your business and your brand.
Understanding your audience is an essential part of this process. Before investing in TV ads or magazine advertorials, you want to ensure that your audience watches that particular TV channel or subscribes to that magazine.
To collect this sort of information on your target audience, you could conduct market research or look online for market research that has already been done. You can get demographic data from industry surveys, focus groups, and interviews.
Achieve a Positive ROI
Marketing communication involves getting consumers’ attention and enticing them to interact with you. But the ultimate goal isn’t usually just interaction; it’s a sale.
You should see positive results once you have delivered your brand message to the right target audience on the proper channels. Utilizing these ideas will help you have a strategic and competitive advantage in the industry.
