If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Duchon Filipo's insight:
According to this article, to create an effective communication mix it is important to know exactly who your target market is. A marketing campaign needs to appeal to a specific target market with a clear and consistent message. Find out which communication channels your target market often uses in order to communicate your message through. Also, develop a plan which clearly outlines the desired behaviour you want your target audience to have when they see your advertisements and develop communication objectives in order to form tactics to get your message across to your target market successfully.
This article outlines 3 steps to use online communication in order to increase sales. These steps are:
1. Use social media to verify your leads
2. Follow your leads
3. Find the best customers.
However, this article does not consider what kinds of social media platforms (SMP) to use in order to reach the desired target market and to portray a clear and consistent message. Consumers can create associations with brands depending on what type of SMP a brand is promoted on. For instance, consumers are more likely to associate Coke with a SMP such as Facebook rather than LinkedIn. Marketers will need to think from a consumer's perspective by using the Consumer Decision Making Process when constructing an IMC campaign. All components of an IMC campaign need to be cohesive including the chosen channels used to promote a brand in order to create an effective communication mix.
If you’re putting together a new content marketing strategy, you know how much work there is to do. With your attention pulled in so many directions, it’s surprisingly easy to forget about defining...
Duchon Filipo's insight:
When marketers construct a marketing campaign they need consider it from a consumer’s perspective. Therefore, the consumer decision making and psychological process will need to be considered in order to assess whether consumers will fully understand the message you’re trying portray. As the aim of a campaign is to create a clear and consistent message, the author of this article takes their clients through the following steps:
1. Industry expertise
2. Brand focus
3. Audience goals
4. Audience interests
5. Available resources
Furthermore this article highlights that after the campaign has been launched, marketers need to continuously monitor and test whether the campaign is effective. Thus, always look for opportunities to gain insight of how your target audience will react and make adjustments based on this.
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