The Communication Mix
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | The Communication Mix | Scoop.it
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.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Sian Arthur's insight:

This article is very insightful if you are looking to put together an effective marketing communication mix. It contains five useful instructions on Developing an Effective Marketing Communication Mix. These instructions include, identifying your target audiencs, creating your key message points, identifying the opportunities usable to reach your audience segments, writing your plan, and identifying your tactics. The article also includes a few warnings which are important to help make sure you dont have any communication errors. 

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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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The PR you didn't know you were doing - Ottawa Business Journal (blog)

The PR you didn't know you were doing - Ottawa Business Journal (blog) | The Communication Mix | Scoop.it
The PR you didn't know you were doing
Ottawa Business Journal (blog)
Tips for the small business owner. Sponsored Article.
Sian Arthur's insight:

This article is fantastic! Giving corporations another option to help further their communication plans. Corporations are starting to see the value of using Public Relations as a complement to their advertising efforts. It explains how Public Relations are cheaper than advertising, while at the same time being more credible. It explains how multiple studies have shown that public judges find what they read and hear in the news is alot more believable then the messaging that stems from advertisements. It goes on to state that advertising should still play an important role in the marketing mix of a business but that businesses need to ensure they capitalize on the public relations they are already doing. 

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Logan Harris's comment, September 25, 2013 8:12 PM
Great find there Sian - Being a PR major however I might be a little biased towards it :)
PR is a really important part of the communications mix – as the article states it is more believable than advertising and, in theory at least, much cheaper. A good PR team ensures that all of your brand’s good work gets noticed; it is great to have a commitment corporate social responsibility, and even better if your consumer base knows it!
Advertising and other marketing channels are still hugely important in building and displaying a brand’s personality and values and shouldn’t be forsaken. PR however digs deeper; finding stories, sponsorships and synergies to strongly target particular publics and reinforce the brands quality within them.
Shino Takano's comment, September 26, 2013 7:45 AM
I agree on Sian's insight as public relation as it is cheaper and credible. Advertising takes huge part in the marketing strategy, however as Sian have said it does cost a lot and it is arguable that it may not as be effective as other marketing tool. In my opinion, marketers needs to choose the right marketing tool suiting to their brands as PR might be better off marketing tools.