Companies that sell products or services use some or all of the components of a marketing and communications mix, also called a promotional mix. These include advertising, personal sales, sales promotions, public relations and direct marketing.
This article identifies components of the communications mix and describes the usefulness of each component to create a mix that is effective in order to achieve company objectives. The components were advertising, personal sales, direct marketing, sales promotion and public relations. Advertising is usually a main component as it reaches a mass audience, is cost effective but usually the most expensive. Personal selling is also very effective but very expensive, though sometimes it is a required for particular products/ services. Sales promotions can provide important incentives for consumers to purchase. PR can provide positive brand image and enhanced recognition. Having good media relations is especially important in PR as companies grow. Direct marketing can be effective as it targets consumers directly, however it can be seen as annoying by the public, just think of telemarketers that phone you during dinner.
A key point was that marketers should use different components of the mix with varying emphasis, based on the outcomes they want to achieve and based on the needs of the product. For example, advertising and promotion is focussed more highly on by marketers of breakfast cereals, whereas other products will call for different mix ratios. Another example is marketers of cars will place heavy emphasis on advertising but also personal sales. The article overall was very useful in simplifying components of the mix and the usefulness of each.
Many of us today know that a brand can’t survive using only a single channel marketing strategy. We see products and services marketed to us every day through many different channels. Key in this article was that yes, multi-channel marketing is needed; however a cohesive strategy is required to communicate a strong and consistent message in each communication channel. What marketing channels your consumer engages with and how they engage with them is very important in this strategy. As people interact differently with different channels, leveraging each channel will be different, but must be done in order to achieve the same goals. Therefore each channel offers something unique to marketing campaigns and should be taken advantage of.
Consistency is important as consumers are highly likely to be exposed to brands' communications in more than one channel and frequently, which can affect resonance, recognition and image. Just think of how many times you have seen an ad for a brand on TV, and then also find it being marketed to you on the radio or on Facebook, possibly as a “suggested post”.
This article, like many others, has emphasised how social media has become such an important and relevant tool today. As a result, direct marketing has been highly influenced by social media. Because social media is so engrained in our lives in that we access and use it every day, direct marketing has therefore become more useful for marketers to generate desired responses. This has also enabled brands to become tailored to their target consumers and improve overall with such direct contact. In particular, direct marketing with social media can create strong emotional bonds with consumers to grow their consumer base value. In all, social media and our ability to easily access it through a variety of tools, has meant that direct marketing gives businesses the opportunity to communicate and build relationships with consumers even better than before. People today want convenience and value, and direct marketing of brand’s products and services can provide this. For example, Specsavers uses Facebook and sends out emails to customers that have bought glasses or lenses or had eye tests from them to notify them of sales and provide them with a link to go and start shopping online.
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...
I thought this articles message was very interesting: When developing your brand’s communication mix, get back to the basics! It is key for marketers to understand that there is no one-size-fits all for marketing as products, audiences and budgets all differ. A key idea when creating an effective communication mix is to use media that the target audience uses. This way, you are more likely to achieve your objectives. Why use channels that won’t be where your consumers are? For example, even though social media is predominant today, the 50 years and over age group may not use it very often. The second key message was to use communications that make sense for your product or service. The nature of a product may well determine which channels are appropriate to market in. Lastly was to use what’s appropriate for your customer relationship. I really liked this section as it suggested thinking of it as the concept of dating to marriage. That is, there are consumers who know nothing about the brand, some who are learning more and experience it, to some who are bored of it. Creating an effective communication mix needs to be carefully planned as new communication opportunities are offered, going back to the basics is key to decision making. No matter what mix and strategy a brand uses, the key is in the execution.
I thought the findings of this article were very interesting. It was especially surprising to see that in a world where technology is ever advancing and the role of social media is more dominant in our lives, direct mail marketing has such a significant impact on consumers’ behaviours. For companies, a large ROI can be achieved using direct mail; however the key is for it to be used correctly to be valuable. Here, targeting is important, the economy of it, as well as creativity and the information the mail provides. It was also surprising that the article discussed that out of all channels, mail creates greater emotional resonance. This was to do with having the physical object itself in the consumer’s hands. Even though we’re in an age that is used to a lot of television ads and online marketing, I still find receiving mail in my letterbox quite exciting and if a piece looks intriguing, I will usually pick it up and read it. Things such as smell, shape and colour of mail also facilitate interest in the item and responses. T herefore it is very important for marketers to use direct mail marketing and not think of it as a thing of the past that is no longer relevant.
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