Marketing Communications and Other Brand Communication Activities

The odd fact, is that as much as we all have been the targets of marketing communications for pretty much our entire lives, it’s but a select small percentage of the population who understand what it is and how it works. Those who have studied it, and make a living at it are called market communicators.

On the surface to the novice, it can all seem so simple. Marketing communications is simply communicating with potential clients or customers about whatever it is that you have to offer. The end goal of whatever it is that you’re communicating is to convert them from potential to actual clients and customers.

Look below the surface though and you’ll find that it has become an incredibly complex art/science and perhaps you may have already heard of subliminal advertising. This is a form of marketing communications that is done to transmit hidden messages to the public, and it can take a wide range of forms. Major corporations have been doing it for years.

Of course subliminal marketing communications is being done on the Internet as it has been on TV, and radio but one new genre of marketing communications confined exclusively to the Internet, is called mass interactive marketing communications. It’s been generating a huge buzz not only due to its effectiveness, but also because of the potential it holds.

The name interactive is the big giveaway that what it is, is actual two way interaction that allows the public to at least have the feel that they’re in actual communication with a marketer. Of course two way communications has been around ever since the first person filled his or her basket with something to sell, so in that respect it’s not a huge breakthrough.

What is a huge deal though, is that online interactive communications allows you to conduct simulated one on one communications with multitudes of people spread all over the globe, if that be the case. In fact you may have already ran across auto-responding emails and not even been aware of it. If they were professionally done that is.

Auto-responding email are a series of prewritten emails that are arranged to be sent out in a specific set order that ideally leads a person in a step by step fashion as close as possible to a sale or, “marketers end goal”. Now do keep in mind that this is nothing like spamming.

Rather well crafted auto-responding emails are produced and arranged in such as way that your recipient believes that they are “personally written” and sent. Preferably as a response to the last emails he or she sent. A four or five series of back and forth emails.

So the more one looks into marketing communications, the more fascinating it becomes, and as digital communications technology becomes more advanced, so too does this art/science. In the end though, it’s all is done for the same purpose, and that is to drive sales.

Essentials of an Integrated Marketing Communication Process

The American Marketing Association (AMA) which represents marketing professionals defines marketing as “The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.”

Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. In marketing, exchange is a central concept. For exchange to occur there must be two or more parties with something of value to one another, a desire and ability to give up that something to other party, and a way to communicate with each other.

Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of customers, developing a product or service that satisfies these needs, offering it at a certain price, making it available through a particular place or channel of distribution, and developing a program of promotion or communication to create awareness and interest. The focus of market driven companies is on developing and sustaining relationships with their customers. This has led to a new emphasis on relationship marketing which involves creating, maintaining and enhancing longterm relationships with individual customers as well as other stakeholders for mutual benefit.

The marketer’s task is to devise marketing activities and fully integrated marketing activities and assemble fully integrated marketing programs to create, communicate and deliver value for customers.

Advertising and promotion play an important role in the exchange process by informing consumers of an organisation’s product or service and convincing them of its ability to satisfy their needs or wants. The American Association of Advertising Agencies developed definition of Integrated Marketing Communication as “A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines – advertising, direct response, sales promotion and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact.” Integrated Marketing Communication involves coordinating the various promotional elements. Six major promotional tools are advertisement, sales promotion, personal selling, direct marketing, publicity/public relations, internet marketing.

The Integrated Marketing Communication approach helps companies identify the most appropriate and effective methods for communicating and building relationships with their customers as well as other stakeholders such as employees, suppliers, investors, interest groups and the general public. Companies send messages to customers and other stakeholders through all aspects of their marketing mixes, not just promotion. Consumers make inferences about a product on the basis of elements such as its design, appearance, performance, pricing, service support, and where and how it is distributed. For example a high price may symbolize quality to customers, as may be the shape or design of a product, its packaging, its brand name, or the image of the stores in which it is sold.

The Integrated Marketing Communication approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business- to-business marketers. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communication programs.

To move to Integrated Marketing Communication also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology and media. Major changes have occurred among consumers with respect to demographics, lifestyles, media use and buying and shopping patterns. Media strategy involves determining which communication channels will be used to deliver the advertising message to the target audience. Two most important aspects of the advertising program are development of the message and media strategy. Message development, referred as creative strategy involves determining the basic appeal and message the advertiser wishes to convey to the target audience. Once the message and media strategies have been determined, steps must be taken to implement them. Most large companies hire advertising agencies to plan and produce their messages and to evaluate and purchase the media that will carry their ads. Marketing Communication can tell or show consumers how and why a product is used, by what kind of person, and where and when. They can learn about who makes the product and what the company and brand stand for; and they can get an incentive or reward for trial or usage. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings and things.

Marketing Communications Help You Achieve Your Business Goals

As a career field, marketing has a number of specialized functions. Marketing communications is just one of those specialties and focuses primarily on targeting a particular audience and making them as aware as possible of your product or message. A communications specialist can help you gain the attention of the right fraction of the population in order to increase your sales or other business success measures.

Designing your communications to fully achieve your goals is more challenging than it may immediately appear. After all, those communications can take on a wide variety of forms. Creating communications that are uniquely appropriate for each target audience and the media in which it is delivered is just one challenge. Ensuring that all of those various marketing messages mesh well with one another is also important.

Achieving the right mix of marketing media and still maintaining a comprehensive and cohesive marketing communications program can be extremely difficult, especially if you’re running a small to medium size business in which you and your employees where several hats.

Without a dedicated marketing communications specialist, you may be missing out on a great deal of potential business. Your reputation may not be out there, or if it is out there in the market, it may not be the reputation that you really want.

Achieving your business goals requires dedicated time and effort, including a lot of research, strategizing, and creative thinking in terms of your marketing ventures. A marketing specialist can help you bring your business up to speed with the competition by making your overall company’s communications as professional, attractive and goal driven as possible.

They can also help you eventually blow the competition out of the water by designing a marketing communications program that beats out all of your competitors’ schemes. By developing a program that is more comprehensive, better designed and extremely recognizable, a specialist can elevate your company’s brand identity to a new level.

The manner in which you approach different forms of marketing related communications varies depend upon a number of factors. The market segment you’re trying to reach is one. The avenue by which the message is delivered is another.

For example, a marketing related email newsletter is going to require a very different approach than would a clickable ad strategically placed on an industry website. The style and theme of both should communicate the overall character and motto of your business while still being uniquely appropriate for the venue in which the marketing materials appear. Finding that balance can be extremely difficult but a marketing communications specialist can greatly assist you in your efforts.

Understanding Marketing Communications

Messages applied to correspond with a market are called Marketing Communications. Marketing communicators or marketing communicator managers are also known as “marcom managers”. These managers are those who practice advertising, branding, direct marketing and promotions, graphic design, marketing publicity or advertising sponsorship, public relations, selling promotions or online ads. Marketing communications is a medium focused on product/produce/service as opposed to mutual communications where the motivation of communications work is the enterprise itself. Marketing communications is primarily demand generation, product/produce/service positioning whereas corporate communications handle issue management, mergers and acquisitions, litigation and many more. Construction and implementation of printed marketing collateral traditionally are the focus of communications for marketing practitioners. On the other hand, the practice to use tactical elements of branding and marketing speculative and professional research is improved to be able to guarantee stability of message delivery throughout an organization. Several trends in business can be ascribed to communications for marketing, for example the transformation of customer service to relations, and the revolution of human resources to solutions.

In branding, brand touch points are the prospects to contact stakeholders. The term “marketing communications” connotes the art and science of conveying information that the company wishes to disclose to the people. Such data may be related to product marketing, public proposals administered by the firm or launching a new product in the industry. The potential to effectively communicate is an art which not all people can be an expertise. Marketing communications may be an art and called science also because the way people communicate in a strategic plan implicates the expertise on the art and science behind that master is how we consider the factors influencing the facts like for instance, topics to be discussed, to whom they shall be presented and in whatever way of speaking they are accustomed to attain such task. Usually, complications take place in a scenario when an evolved market occurs like when it necessitates marketing the product, for instance, but the data already evolved. A phrase which is used to convey actions that convey marketing messages to your intended clients is called communications for marketing. This means it is all the activities you partake in to deliver your message across to you customers and other important prospects. Marketing correspondence is a compartment of the overall field of study widely known as marketing.

Marketing has a variety comprising price, place, and campaign, product launching, which involves the public, developments and physical indication, when marketing services. Marketing communication is apprehensive with the general behavior of an organization and their assessments which are promoted to stakeholders and prospect clients by means of these touch-points. Marketing communications therefore is a wide-ranging term that covers all the ways businesses cooperate and communicate with a market. Those in universal marketing, brand managers, Internet marketers, direct marketers, advertising agencies, publicists, public relations professionals, promotions specialists, and sales people all partake in some aspect of communications for marketings. For most, the supreme goal is to organize an incorporated, uniform impact across all forms of communication.