Traditionallyprinted marketing was the whole sole method of conveying the messages to theconsumers. However, in recent times, Emails, SMS, Blogs, Television and companywebsites have become the trendy way of conveying the organization’s message tothe consumers.
Marketingcommunications is essentially a part of the marketing mix. The marketing mixdefines the 4Ps of marketing and Promotion is what marketing communications isall about. It is the message your organization is going to convey to yourmarket. You need to be very particular about different messages you are goingto convey through different mediums.
It isimportant though that the message you give in one medium should tally with themessage provided in other medium. For example, you should use the same logo inon your website as the one you use in your email messages. Similarly, yourtelevision messages should convey the same message as your blogs and websites.
Forthe above reason, people controlling the marketing communication process arevery important for the company. These executives make it an integratedmarketing communication process. You would now understand why it has to be‘integrated’. The reason is that the messages to be conveyed through differentmediums should be the same.
That’swhy if the marketing communication process puts a tab on advertising becausecompanies cannot bear to lose dollars on wrong type of advertising. Things haveto be well-defined and integrated to get maximum revenues.
Let us now look at the marketing communication process. It is very important to have a process in place because then your advertising will reap proper benefits. There is an old advertising joke “I know my advertising works; I don’t know which half.”
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Your marketing communication process would look like:
The marketing communication process identifies where the investments are being done and what is bringing more return on investment. Therefore, you can alter the advertising campaign to reap maximum benefits.
Theprocess begins at the strategic development stage. You start by creating amarketing communications program. At this point, you decide what all will fallin your advertising bracket. At the next stage, you capture responses of yourconsumers. These responses are then recorded and maintained as advertisingdata.
Theexecutives then analyze and evaluate the collected data. They generate all theimportant reports which will help to allocate the integrated marketing andcommunications budget.
Thesedays, there are companies that specialize in creating the marketingcommunications process for you so you can either do it on your own or taketheir services. But an effective marketing communication process is the orderof the day!
Theintegrated marketing communications is a data-driven approach which identifiesthe consumer insights and develops a strategy with the right combination ofoffline and online channels which should result in a stronger brand-consumerrelationship. It has grown manifolds in recent years due to several shifts inthe advertising and media industry.
This is the reason why it has developed into a primary strategy for the developers. Some examples of shifts are from media advertising to the multiple forms of communication, from general focus advertising to data- based marketing and so on.
Selectingthe most important communications elements is crucial for the success ofcompany’s business. The advertising campaign should be effective across allplatforms. Once the integrated marketing process is set, the company can reaprich dividends from it.
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