Communication
Marketing communications are important because it conveys relevant messages to the right consumer and the right time. Due to rising competition firms need to get creative and find new ways of getting their information out. Synergy between messages, and traditional and interactive marketing methods are coming together. People need to be communicated to multichannel.
The role of internet in a marketing communcations campaign is increasing. Banner ads, loyalty programs and other ways marketers are trying to attract consumers to their site or buy a certain product/service. Internet is another channel that has many ways of delivering the message. It adds to the multi-channel method that customers like to be reached.
Main categories of communication types are 1) mass offline- broadcast media: television-spot/infomercial-new products-tv poor mkting), radio-(selective geographically, lost cost, based on demographic, excellent reach and frequency/impact, low attention, fleeting exposure), outdoor- ( billboards static/dynamic, high frequency low cost low clutter) and PR-(awareness/exploration stages, offline marketing). Print media: newspprs-(traditional print/cassified, excellent coverage, trust and immediaacy, costly to extent range and frequency) , magazines- (selectivety geo/demographically, new products/early adopters, high quality reproduction, long life span, long lead times bad), yellow pages- (credibility, local coverage, strong reach low cost, decline due to internet) , brochures- (low reach and fequency) and newsletters-( high reach/freq, low cost and high interactivity). point of purchase displays-60% buying is made at the store.
2) personal offline levers- Telemarketing- buy when customer calls company than telemarketers. Direct Mail- mailed based on demographics. Statement stuffers- direct mail with bill/other mailing statements. customer service-product lever/communication lever, interactive communication w/ customer.
3) Mass online levers – Basic online tools- banners (electronic billboards, interstitials( ad b/w pages of a website), search engines, P-O-P displays Application of basic online tools-partnerships and affiliate programs(reaching the masses and bundle of servies), sponsorships(brand awareness), chat rooms and serial marketing.
4) personal online- personalized commercial websites- tracking person’s online interaction and making their site according to that liking.E-mail marketing: viral marketing, loyalty programs, customer service
6 steps of communication process 1) identifying the target audience 2) determining the communication objective 3) devloping the media plan 4) creaing the message 5) executing the campaign 6) evaluating the effectiveness of the campaign.
different levers for different customer stages- awareness- online- billboard, search engines, email, viral mkting offine- tv, mags, radio, yellow pgs, billboards/outdoor exploration/expansion-online-billboards, search engines, email, viral, website, permision mtking, serial mrkting offline- tv, radio, newspprs, packaging. commitment- online- targeted email/permission mrkting, personalized pgs, loyalty programs, customer serivce offline- telemarketing, direct mail, permission mrkting w/ personalized offers. dissolution - personalized pgs, termination