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.
The article Developing Effective Marketing Communication Mix written by Karan. S Johnson has given a descriptive step by step instructions on how to effectively communicate with consumers. The article starts of by talking about the 4 P and P for promotion is all about marketing communications, I thought this was an excellent point to make in this article as it is related to the topic.The steps for developing effective marketing communications are:
Identify your target audience
Create your key message points
Identify your apertures
Write your plans
Identify your tactics
We can identify target audiences by researching demographics to pinpoint the audience’s characteristics for example, age, buying habits and other behaviours that is related to your organisation. Creating key message points is very essential, this step is related to communicating with your audience. Identifying apertures are opportunities, or openings, you can use to reach your audience segments. After you acknowledge your audience, message points, and available opportunities you need to develop a working plan to help you execute your mix or marketing communications. At last, you need to identify your tactic, this requires aligning your strategies and apertures with the techniques that will best meet your objectives.
In my opinion, the author has written a great article, which allows marketers, especially students understand how we can effectively communicate with the consumers.
The article talks about how big brands such as Kraft foods, Popeyes, and Dickies have successfully incorporated integrated marketing communications. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution. These big companies have been around for years, Kraft foods markets their offerings by consumer incentives, cinema, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. They use a variety of media channels to effectively market their products. Kraft foods and the other big brands have taught us how important it is to campaign and to communicate with the consumers. I agree with this article using different media channels to communicate with the target audience is very important.
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
I enjoyed reading this article it was written in a way which made it easier to understand what marketing mix is and how useful. The article pointed out the different ways of the importance of the marketing mix, and how an organisation can gain more customers just by effective communication. This article explain what the four subcategories of creating the effective communication, which is target customer, communication channels, cost estimate, measuring. How will this help the organisation? The target customer is about knowing who will purchase your offering, this will allow the company to access what age group they need to market the offering too. Once knowing you target audience the will understand what media channel to use, whether its magazines, television or billboards. The next step is to understand the cost of the marketing campaign, will you organisation be able to afford it. At last the final step is to measure the results of your marketing campaign, are you spending each dollar wisely? Feedback from customer will assess how effective the marketing mix has been. Overall I believe this was a great article to read, an article which gives great advice of how an organisation can initiate an effective marketing mix.
I agree with this article, Direct mail can be just as effective as social media if executed correctly. In this modern generation it seems that marketers have forgotten about direct mail and instead has been competing with other companies via social media, e.g. Facebook, twitter. This article was a little hard to understand, the article had used some terms that I did not understand for example, the carpet bombing approach of old simply doesn’t cut it with increasingly savvy consumers. My question to the author would be, what is the carpet bombing approach? Overall this article is about how direct marketing is still an effective direct marketing tool.
...a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions.
This article is all about understanding how to engage with consumers using the internet. The article has also mentioned how to understand the shift in consumer behaviour and advice for improving consumer engagement. To improve consumer engagement it is important to understand consumer behaviour. Email promotions have been designed to motivate specific actions around the holidays, when it comes to email promotions I always get frustrated with the repetitive emails promoting a sale so I believe it should be emailed in a way that consumers don’t get frustrated. Its seems like this article has been fully researched, the amount, for example seven out of 10 consumers plan to spend as much or more in the 2012 holiday season than they did in 2012. And most of the expenditure will be spent online. The information is backed up with figures. Online shopping also benefits people who work long hours and do not have time to go out, the article also states that almost 40 percent of shoppers with a day of the week preference makes purchases between Monday and Wednesday between 6:00 and 10:00pm. The advice given to understand consumer engagement is very useful for the organisation, the advice was pretty straightforward and was well written, overall the article was very interesting and helps understand engaging with consumers.
This article gives a clear explanation on why advertising is so important, I agree with the statement that advertisements make the people aware of the products, because without no one spreading the word, consumers would not get the opportunity to experience a new product the example used in this article was “If Wilsdorf had never advertised about that Mercedes Gleitze wore Rolex watch while swimming across the English Channel, no one would know that Rolex came up with the latest technology of waterproof watches”. This article also talks about the DAGMAR model which means Defining Advertising Goals for Measured Advertising models, this model seemed to look simple but it was difficult to understand at first but then after staring at it for a while it seemed to be quite straightforward. Overall this article gave me a better understanding on week 5’s topic that communication and creating a brand awareness is very important. I also agree with the points made in this article..
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