Marketing communication is not a foreign term that has just emerged recently. On the contrary, the term marketing communication is actually widely heard, especially in economic circulation spaces.
Generally, marketing communication is known as a marketing strategy through various media to achieve certain targets. However, the meaning of marketing communication is actually not as simple as the layman understands.
The tasks of the parties involved in it are quite complex. The complexity of marketing communication is an important aspect of the company that is always sought after.
So, what is marketing communication?
What is the market communication strategy to win the market? And what are the types? Come on, get to know the ins and outs of marketing communication through this article so you can answer these questions.
Pengertian Marketing Communication
Quoting a statement from a Canadian consulting firm, MaRS, the company’s efforts to communicate with the market through the media can be categorized as marketing communication. This understanding is in line with the opinions of Philip and Kevin Lane.
According to Philip and Kevin Lane, marketing communication is a company’s effort to provide information, persuade, and remind consumers about the company’s products or brands. These efforts are realized directly or indirectly through various means.
The most important concept of marketing communication refers to the marketing method to reach the target or market segment. Marketing that is recent mobile phone number list packaged attractively has an impact on consumer interest in buying products. In fact, the success of communication in marketing is able to form consumer loyalty to buy the company’s products repeatedly.
There is a possibility that the marketing communication concept fails to attract consumers. This failure is usually triggered by the inappropriateness of the marketing methods used. Therefore, it is important to formulate the right marketing strategy.
Strategi Marketing Communication
The implementation of marketing communication is in line with the implementation of marketing strategies over a long period of time. This strategy is what distinguishes marketing communication from other marketing concepts. Simply put, the results of marketing communication will be seen in the long term.
Marketing communication agenda plays an important role in encouraging increased brand awareness. For new and old companies, public sensitivity or awareness of the brand is important to collect. A well-known brand has a greater chance of selling in the market.
Different community backgrounds give rise to different perceptions. Not infrequently, people misunderstand a company’s products or services. The existence of marketing communication is intended to change public perception so that they have the same and correct view of the company’s products or services.
The role of marketing communication also extends to the realm of motivating buyers to be loyal so that they are willing to make repeat purchases. The way to do this is through the publication of persuasive advertisements that highlight the advantages of the product compared to competitors’ products.
Further reading The Importance of Content Marketing and 5 Best Examples for Business
Marketing communication strategy is closely related to the use of media
The success of marketing communication is supported by a marketing communication strategy. Maximizing the results can be achieved by adjusting the implementation of the strategy to the goals that the company wants to achieve, such as increasing the number of customers. The Small Business Chron page, there are at least five marketing communication strategies that can be tried, namely:
Find Out Your Target Market
The target market can be identified through research and identification of market segments. Identifying the target market is the first step in marketing de contidos: o combustible para que un negocio dixital creza e venda de forma intelixente implementing marketing communications. Based on tips from Philip and Gary Armstrong, the target market must be identified by demographic, geographic, psychographic, and sociocultural backgrounds.
Unique Selling Point (USP)
The success of implementing marketing communications is also influenced by the Unique Selling Point so it is necessary to determine the product’s USP. Determining the USP is done to convince the target market that the company’s products are very different from competitors’ products, even better.
USP can be determined after competitor research is conducted. In addition, the products offered by the company should be able to solve the problems experienced by customers. As a result, customers are interested in using the company’s products and the company is one step ahead of its competitors.
Branding Consistency
Marketing communication must ensure the consistency of the message delivered to the public. The delivery of messages that are harmonious and consistent will be more remembered by the public so that the brand image is increasingly recognized.
Adapting Language and Communication Style
The language and communication style in marketing communication can be adjusted based on the target market. For example, the target market aged 40 years and above can be given a straightforward message without excessive jargon and gimmicks.
Determine the Best Marketing Channels
Marketing channels are also defined as media used for publication. The availability of abundant marketing channels needs to be sorted so that message delivery can be optimal. For example, social media is suitable for the millennial generation.
Marketing communication strategies can also be done through free trials. The technique of persuading through trials aims to raise public awareness of the product. There are many companies that facilitate product trials, such as Spotify which provides a free 3-month music streaming trial for new users.
Other Readings Understanding Marketing Management, Processes, and 6 Examples in Business
Types of Marketing Communication
Terence A Shimp’s opinion written in the book Advertising, Promotion, and Supplemental Aspect of Integrated Marketing Communication states that there are 6 types of marketing communication. The six types have different ways from each other.
Personal Selling
Personal Selling is a marketing communication that occurs between a seller and a buyer. The seller as a marketing communication agent informs and persuades consumers to buy the products offered.
Advertising
Advertising or advertisement is called as effective marketing communication to form a product image in the long term. In addition, promoting products through advertisement is also considered effective because it can be placed in any media.
Sales Promotion
This type of marketing communication refers to all marketing communication activities that aim to stimulate the purchase of products or use of services quickly. Unlike advertising that emphasizes product advantages, Sales Promotion offers incentives for every product purchase.
Sponsorship Partner
Sponsorship Partner is a type of marketing communication associated with a particular event or occasion. For example, Aqua as involved in the National Championship so that products or media affiliated with Aqua in the event.
Publicity
Publicity is similar to advertising that utilizes mass media, but the company does not spend money on marketing communications. This is because ao lists publicity is often done through writing reviews, comments, or news about the company’s products. Publicity is closely related to public relations so that companies can feel the benefits without spending money.
Point of Purchase Communication
This type of marketing communication usually utilizes props, posters, product displays, and others to influence consumer decisions. For example, displaying a product on the right shelf can attract consumer interest in buying the product.
