Marketing Communications Planning Framework, For Operating In the Global System

If we are to define what is marketing communications, it is to be mentioned that it is a specific structure that points out all actionable activities a particular business should use to ensure the coveted return on investment. Sending across the right communication message to the right group of target audience is essential to ensure a high volume of sales at the end of every financial year. However, there’s more to it than what you have known so far.

Let’s delve deeper into the context of the discussion and explore some of the most crucial aspects of the marketing communication strategy.

Here you go.

Marketing Communications Strategy: What It Is & How To Do It Right?

A concrete marketing communication strategy is responsible for upholding the integrity, flow of seamless liaison among the clients and shareholders of a particular company. Unless you are able to communicate your brand’s voice via effective mediums, the coveted return on investment will always appear difficult to achieve. This, as a result, makes the process of understanding your clients and their individual mindsets all the more crucial.

Here are the key functional areas one must prioritise in order to establish a steady flow of marketing communications in an organisation.

• Analyse your Demographics

No sale is great sale unless the executive is able to sell ice to the Eskimos. Are you getting the hang of it? This is the reason why one must prioritise the process of analysing demographics closely. An ideal salesman will be able to reach out to the perfect group of audience and close a sale despite all challenges.

Here’s how:

• Do your homework about your target audience.
• Learn to categorise your potential clients on the basis of location, lifestyle and purchasing behaviour.
• Refrain from sounding too pushy and desperate.

• Maintain a consistent messaging funnel

Now this is important when you are planning to establish a steady flow of communication for seamless marketing. Small business owners try to include too many messages in a single ad. And that’s honestly not the idea. If you are overstuffing the ad column with multiple messages, your target audience would hardly notice anything. Consequence? You will miss out on establishing the brand’s voice successfully.

Here are a few tips that will come into play:

• Make sure that your target customers know what you want to sell.
• Use languages that your target customers use the most.
• Write creative ads on websites, emails, sales copy, newsletters and the likes.
• If your target market mostly comprises of senior citizens, make sure the ad copy is presented in a large-size and readable font.
• Conduct a thorough market survey prior to launching a messaging funnel. 

• You got to use the right marketing avenues

Don’t jump into every avenue of marketing without analysing its prospect clearly. There are separate groups of audiences for each of the marketing tactics and brands. You should consider using the appropriate marketing avenue to fetch your brand the desired exposure.

Here are a few areas you must consider paying heed to.

• Younger generations are mostly active on social media sites, mobile apps and academic forums.
• Homemakers are more inclined towards weekly coupons, mailers and pamphlets.
• Middle-aged citizens prefer reading newspapers, journals, and magazines.

Now that you are aware of the various ways that can help you implement the perfect marketing communication strategy, think it over and identify the perfect one for your branding story. 

Types of Marketing Communication

The use of proper marketing communication channel is no child’s play. There are several channels like televisions, digital content, radio, print ads, social media, publications, events and more. Unless you are aware of the various types of marketing communication, coming up with the perfect strategy will always be an issue.

Let’s take a look here.

• Public Relations

Public relation is the act of managing communication with stakeholders and media. For example, if you are releasing news to the media on behalf of a particular brand, then it is considered as communication (where you are targeting a particular group of audience to send across your voice or opinion regarding new product launch, latest features, service updates and the likes).

• Sales

This is yet another significant marketing communication type where the coveted return on investment is determined on the basis of sales lead, number of successful sales, customer needs analysis, negotiations and the likes. Sales can be made both directly and via indirect modes of communication. Attending trade fairs and other marketing events in order to generate sales lead is an act of marketing communication.

• Customer Experience

There are promotional videos that build upon the legacy, culture and reputation of a brand. The use of communication in order to establish a strong marketing message is entirely dependent on the concept of customer experience.

From resolving issues faster to making websites highly interactive for the clients, there are a lot of ways to come up with enhanced customer experience. This is one of a kind marketing communication that allows the users to place opinions regarding the use of a particular product, its features and functionalities.

• Customer Advocacy

Customer advocacy is the act of using customer feedback in order to drive improvement in services, products and processes. For example, if a customer indentifies safety issues in a product, a customer advocate would meet with the executive, and discuss the concern with them in order to get things fixed accordingly.

• Promotion

Regularly promoting and releasing content on behalf of your brand and reaching out to the target group of audience is promotion. The ultimate aim of any promotional strategy is to generate demands for products and services among the potential customers.

• Market Research

Prior to launching a new product, you need to take a look at the competitive environment and determine the possibilities for the product to be successful in the near future. This calls for a steady communication among the product strategists, market researchers and brand designers.

Using communication channels in order to conduct market research, such as a survey to identify consumers’ choice of services and products is a famous example of market research.

Now that you know about the different types of marketing communication, let’s move on to the next section and discover the significance of incorporating the perfect marketing communication strategy. 

Importance of Marketing Communication

Here are a few points that determine the significance of integrated marketing communications in today’s world of fierce competition.

• Creating brand awareness: No organisational success has ever been determined without the creation of the perfect brand awareness. And it goes without saying that a proper marketing communication is the only bridge between the marketer and his target audience in terms of brand recognition, recall value and exposure.
  
  
• Helps in developing strategic vision: Nothing drives businesses successfully than a perfect strategic vision. An ideal marketing communication is responsible for creating new opportunities and strategies for the company. A clearly defined strategic vision allows the company to discover exciting and emerging industries that it could supply services or products to.
  
  
• It allows you to retain more customers: Since communication is the only key to successful marketing, it will allow you to retain old customers for a longer period of time. Communication strategies are used to show patent customers that the particular brand or the product is a reliable deal. From fostering reward points, to developing client-friendly content and acknowledging their grievances at the earliest; there are a lot of ways to retain more customers with enhanced brand values.
  
  
• Seamless marketing communication ensures improved profits: Marketing communication and the perfect sales strategy work as the backbone that determines enhanced profit margin, seamless workflow and an increased number of incoming projects. If the marketing communication is innovative, creative and goal-oriented in nature, then it will contribute to the objective of the business. Consequently, you will be able to determine an upward sales graph with the targeted profit boost.

The role and significance or marketing communications is vast. It is imperative that the company is constantly looking for better marketing communication opportunities in the form of research and qualitative survey to leverage the potential of interactive marketing environment to the fullest. 

Steps to Develop an Effective Marketing Communications Strategy

Now that you are aware of the different fundamental aspects associated with integrated marketing communications, it’s time to take a look at the effective steps that can be taken in order to strategise and execute the perfect plan.

• Step 1: Unleash your Unique Selling Proposition

Unique Selling Proposition or the USP is the central driving force of profit. In order to establish a strong marketing communication, it is important for you to highlight the USP and talk about the same via various mediums. It is to be noted that the USP must be compelling with content that can leave a lasting impression on your prospective buyers. One should not take this particular step lightly, since USP is considered as the primary factor behind roping in significant numbers of clients.

• Step 2: Choose an ideal marketing mix for the coveted rate of success

There are numerous modes of marketing communication. Every industry, product and brand is different and unique in its own way. So, you need to look for the perfect option and choose a media mix that suits your audience’s choice, budget, communication goals and the likes.

• Step 3: Decide the budget prior to organising an event

The perfect marketing communication is primarily based on real-life events and engagements that are created via outdoor advertisements, contests and other platforms fostering corporate communication. It is to be noted that the events and every other platform of communication come at a price. Unless you know how much the particular event would cost and what exactly is the status of your organisation’s fund, apportioning the amount to different elements of the marketing mix would be difficult.

• Step 4: Now come up with stellar content

Lastly, content is king. And it goes without saying unless you are developing structured content with input that fits best for the current market trend, coming up with the perfect marketing communication strategy will not be possible. You may choose to try out the following content marketing ideas:

• You can choose to use viral videos and promotional content that is in sync with your marketing communication objectives.
• Stay active on social media, keep track of the ongoing trends and try adapting to it in accordance with the taste and purchasing preferences of your target customers.
• Use infographics, case studies and real-life success stories of industry influencers to make your content more appealing and relatable.
• Highlight all promotional offers in your content in large fonts and add colours and design that can suit the entire look and feel of your brand.

Apart from the concept of marketing communication being accepted by the small business owners, the effective strategy is embraced across all global systems. We shall learn about the same in the following section.

How Marketing Communications is used for operating in the global system?

The concept of marketing communication is undeniably one of the most effective strategies an organisation can implement. And when it comes to determining its presence across the global system, there are a few aspects that need to be discussed.

• Value Propositions: The benefits of marketing communications offered by an organisation’s product or service define the concept of value proposition. It is a promise of value to be delivered, communicated and acknowledged across all the boundaries of marketing.

Here’s an integrated marketing communications example with regards to the concept of Amazon’s value proposition. 

• Search Engine Optimisation: SEO is undeniably one of the most effective tools when it comes to fostering integrated marketing communications. An improved website ranking determines healthy digital communication between the organisation and its potential clients. An SEO-friendly website holds the potential of attracting more visitors. As a result, it will help the company drive more business.

Here’s a chart that shows the top ten countries that are leading the SEO game with a maximum number of users across the globe. 

• Touch Point: Touch point is a globally accepted strategy that fosters the idea of consumers interacting with a business via person-to-person mode of communication, through websites, apps and other mediums.

 For example, owning an Apple product such as an iPod, iPhone or iPad, using Apple iTunes or using an Apple product at school or at University creates a common ground for the potential users to connect, engage and use the services across all territorial boundaries.

Now that you are aware of the fundamental aspects and key functional areas of integrated communications strategy, I hope you will be able to implement the knowledge in your assignments. 

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