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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | HOW TO CREATE AN EFFECTIVE COMMUNICATION MIX |
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.

Georgia Mackay's comment, September 26, 2013 6:08 AM
Duchon, I think that it is definitely important to define the target market and to establish the right communication channels. For example, imagine selling a toy to a younger target market, such as fourteen year olds, and marketing it through channels such as television at midnight, or using promo girls out at night clubs? It is incredibly important that the channels used are appropriate.
Jordan Smith's comment, September 26, 2013 8:59 AM
This article gives a good overview of how a range of communication techniques can be far more effective than just one. I think one of the most important points mentioned is number 3 “identify your apertures” as this will lead to opportunities to target your audience more effectively. The example of using an airline to reaching travelling business executives, as they are most likely to be using these airline services. Therefore truly understanding your audience will ultimately lead you to come up with marketing opportunities.
Alexandra Leeming's comment, September 26, 2013 1:21 PM
Identification of your target market is important for effective communication mixes because as the article puts it, one size does not always fit all. I think this is a very good point raised because to be successful you need to appeal to your target market, and all target markets vary. Another point is that you cannot rely on just one communication media as this is not always enough. There needs to be a mix that is fully integrated and communicating the same message in order to lower the chances of confusion and create repetition in the consumers mind which will ultimately increase brand awareness. Including multiple media into your communication mix also increases the chances of your target market being exposed to the brand, increasing reach. To successfully choreograph all the media, strategic plans are important and help marketers keep track of what is currently out in the media and the results they are achieving.
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3 Ways to Use Social Media to Increase Sales Productivity - Business 2 Community

3 Ways to Use Social Media to Increase Sales Productivity - Business 2 Community | HOW TO CREATE AN EFFECTIVE COMMUNICATION MIX |
Duchon Filipo's insight:

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.

Andre Zareian's comment, September 25, 2013 3:25 AM
In response to Duncan, this is a concise article detailing the 3 main steps to generate online communication with the impact of increasing sales. I agree that the steps are crucial in generating productivity and sales, however as duncan had suggested the article does not consider which type of social media medium to use. There are many types of social media and it is important that communication is broad, therefore communicating through multiple social media sites will allow for an increased awareness which will generate more sales.
Lora.Waqabitu's comment, September 26, 2013 12:49 AM
I agree with both of you Georgia and Duchon in the fact picking the right SMP is important and that article doesn’t really talk about it. I think that retail stores are better off using Instagram because they can show their line more and connect and see what their consumers are liking and wearing. I agree that it can increase sales but it can also tell you from where most people are connecting from whether it is facebook or twitter etc.
Sahil's comment, September 26, 2013 11:38 AM
Choice is the word that comes to mind when I read this article and as Duncan said companies need to find out where they fit in. Now-days it’s where you can interact with your desired target audience that is the true measure of success. Generating relevance with your message and choosing a social media outlet to display that message will yield more substantial results an example would be placing your local dairy on pinterest. Yes they are using social media but in retrospect nobody would care about what they put up as their customers would benefit form something more local and pinterest quite simply does not fit their theme.
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5 Steps to Creating an Effective Content Mix

5 Steps to Creating an Effective Content Mix | HOW 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.

Lora.Waqabitu's comment, September 25, 2013 11:38 PM
I agree with you Duchon that marketers need to look at it from the consumers perspective as it is them that hold the power to either engage or not and if the message isn’t accurate and tailored to the target market consumers will just tune out. The article makes a good point in sticking to what you do best rather than trying to go into a field you know nothing about, and also making sure there is a purpose to your posts. Nothing bothers me more than going to a page and reading things that have nothing to do with anything in particular, that have just been posted for the sake of posting.
Georgia Mackay's comment, September 26, 2013 6:12 AM
I agree with both Duchon, Lora and the article about the fact that marketers need to look at a marketing campaign from a consumers perspective. It surely must be something that is forgotten regularly within business, as efficiency overlooks effectiveness. It is also vital for marketers to continuously monitor and test for campaign effectiveness. If a campaign is left to run and not monitored, it will wind up being a waste of $, if it turns out to be unsuitable for the target market, or if the consumers are just not buying the campaign.