Today we discussed communication and product. The importance of integrated communication is expressed in the following ways: the goal of marketing and communication is to convey relevant messages to the right consumers at the right time; synergy between messages is integrated communications; and traditional and interactive marketing methods are converging. It can be mass offline (TV, radio, magazines, point of purchase displays, etc.), personal offline (telemarketing, direct mail, customer service, etc.), mass online (banner ads, search engines, partnerships and affiliate programs, etc.), and/or personal online (personalized commercial websites, email marketing).
The user controls the communication flow. The communication process is built on the following steps: identifying the target audience, determining the communication objective, developing the media plan, creating the message, executing the campaign, and evaluating the effectiveness of the campaign.
With regard to product – A product can be defined as both tangible goods and intangible services generally created for the purpose of transaction. The Internet is changing some accepted limitations of service-based offerings such as intangibility, simultaneity, heterogeneity, and perishability. Three components to overall value proposition: core benefit, basic product and augmented product. Basic product development levers include packaging, attributes and features, customer-specific attributes and features, and mass-customized product. Actual product development includes idea generation, screening ideas, product design, prototype development, business, analysis, test marketing, and commercialization.
Deploying the product development levers that are appropriate for the existing relationship and emphasizing the elements of the value proposition that are most relevant at a given stage of the relationship can enable the customer relationship.