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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Milestone 2 | Scoop.it
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.

Via Bùi Nghĩa Dũng, Blake Holmes
Chontelle Ah-Ping's insight:

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.

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Ben Hamer's curator insight, May 7, 2013 5:51 AM

This article is effective as it discusses all the elements that make up the communication mix. These being advertising, personal sales, sales promotions, public relations and direct marketing. Prime examples of methods of advertising is TV, radio, magazines, billboards. A prime example of personal selling that the article discusses is car salesmen as they are required to upsell a lot of their vehicles and make the customer really want a certain vehicle. Sales promotions are there to provide an incentive to the customer and hopefully help them make the decision to purchase a certain product. Examples of sales promotions include free samples, two for one deals. Public relations is how a brand is seen in the public eye and the sort of message they portray. The article makes a very good point when it states that having your product or service as part of a legitimate news story is far more effective than any paid advertising. Direct marketing is possibly the cheapest of the communications mix, direct marketing includes direct mail and phonecalls and although the public tend to dislike being on the receiving end of direct marketing it is effective in that it usually gets a direct response.

Anna Shen's comment, September 26, 2013 10:32 AM
Hey Chontelle, interesting read on communications mix. I agree with you, where media relations plays a big role in the PR sector and helps company grow. This can be seen with the brands that are currently holding strong in the market such as Samsung and Apple. Yes I also agree that direct marketing could be effective, but it depends if the company has developed a strong campaign, and if they have enough money to put into it.
Vic Methven's comment, September 26, 2013 10:00 PM
Hey Chontelle, I enjoyed reading the article and your summary of it. I agree that creating a mix needs to be done effectively in order achieve the goals the company is aiming for. Direct marketing has got the potential to be effective but can be costly and annoying to consumers (i.e. your example of telephone calls during dinner). I agree that this article helped simplify crucial components in the marketing mix and how they are useful
Rescooped by Chontelle Ah-Ping from Winning Digital Strategies
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How to Develop a Successful Cross-Channel Marketing Strategy

How to Develop a Successful Cross-Channel Marketing Strategy | Milestone 2 | Scoop.it
ReTargeter is the simplest and most effective self-serve display retargeting platform.

Via William Deckers
Chontelle Ah-Ping's insight:

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”. 

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Vic Methven's comment, September 26, 2013 1:21 AM
Hey Chontelle, I agree that for companies to not only survive but thrive they need to use various marketing channel strategies. I also agree that cohesiveness in the marketing strategy is equally as important as using more than one channel and these channels also need to ensure that they achieve the same goals in the way the consumer engages with the channel and also what they get out of it. A very good article to read on successful channel marketing.
Anna Shen's comment, September 26, 2013 10:20 AM
Hi Chontelle. Yes I also agree with you that using more than one channel in communicating a brand with the consumers will ensure the survival of that product/service. I also agree that with a cohesive strategy, it will allow communication between brand and customer to be strong and consistent in whatever channel is used. I further agree that It is important to align the marketing channel used to how the consumer engages, if done correctly, I believe this will help create an effective strategy!
Rescooped by Chontelle Ah-Ping from IMC studies, Milestone 2
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Millie Crossman
Chontelle Ah-Ping's insight:

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.

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Anna Shen's comment, September 25, 2013 8:37 AM
Hi Chontelle. This article chosen was very easy to read as it applies to how the world is, which is how social media has become important and a relevant tool. I agree that with social media, direct marketing can now be significantly altered to fit/target a consumer. This in turn will improve consumer relationship with the company. With the benefit of social media being easily access means businesses are able to easily communicate with the consumers which also contributes in building a relationship with the consumer.
Vic Methven's comment, September 26, 2013 1:41 AM
Hey Chontelle, I enjoyed reading this article you have chosen, social media is now an important tool today, this means direct marketing now has high influence on social media, especially with how accessible it is in everyday lives, therefore it makes sense to use this as a direct marketing tool. Social media is also a great channel in building relationships between brands and their consumers.
Rescooped by Chontelle Ah-Ping from Creating an effective communication mix. Measuring results against objectives.
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What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | Milestone 2 | Scoop.it
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 ...

Via Huiqing Chen
Chontelle Ah-Ping's insight:

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.

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Anna Shen's comment, September 26, 2013 10:43 AM
Hey Chontelle, you have pointed out some good and interesting points regarding this article. I agree that it is a key factor for marketers to understand not everyone is the same, therefore by tailoring is needed to target different types of consumers in the market. I also agree with your example that you have provided, where 50 years olds lack in the area of using social media to connect with companies. Lastly I agree that going back to basics is a great starting base to build an effective communication mix from.
Vic Methven's comment, September 26, 2013 10:15 PM
Hey Chontelle, I agree with the points you have summarised in this article especially marketers needing to understand that consumers will not all think and act the same as each other, therefore it is a key factor to make sure marketers fulfil the needs of their entire target audience and not just one segment of consumers. I also agree that an effective communication mix has to be planned to perfection with correct execution.
Sheenal Prakash's comment, September 26, 2013 11:07 PM
When launching a new product companies need to focus on the marketing mix and look at the different marketing communications of the company and determine which of the would be most effective to getting the message across to the target audience. You must determine which marketing communications are actually active in the social groups and are common among the targeted demographics to see what mix of these communications will likely be able to give you the best return on investments
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Milestone 2 | Scoop.it
Chontelle Ah-Ping's insight:

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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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.