Effective Marketing Communication Process

The process of creating a successful marketing communications and promotion program is currently being looked at.

Identifying the Target Audience

A marketer gets started with a distinct target market in mind. The audience may consist of present customers or potential customers, decision-makers or influencers. The target market could consist of certain people, teams, the general public, or niche publics. They will have a significant impact on the communicator's decisions on what will be communicated, how it will be communicated, when it will be communicated, where it will be communicated, and to whom it will be communicated.

Determining the Communication Objectives

After determining their target demographic, marketers will now decide on the expected response. They will, of course, hunt for a purchase response in a variety of circumstances. However, a consumer's choice to purchase may not be made until after a drawn-out process. The target consumer's existing position and the stage at which it has to be changed must be known to the marketing communicator. The target consumer may fit into any one of the six buyer-readiness stages that clients normally pass through as they prepare to make a purchase. Some of these stages include awareness, knowledge, like, preference, conviction, and purchase. Therefore, the communicator must first broaden their understanding and knowledge.

Designing a Message

The communicator then focuses on crafting a compelling message after determining the anticipated audience response. The message must grab people's interest, keep it, pique desire, and compel them to take action. The marketing communicator should select the communication's content and delivery method as they put the message together (message structure and format).

Message Content

The marketer must identify a subject or appeal that will elicit the desired response. There are several types of appeals, including moral, emotional, and intellectual ones. The self-interest of the consumer is central to rational appeals. They demonstrate that the product will provide the expected outcomes. Emotional appeals make an effort to arouse either favorable or unfavorable feelings that may spur purchase. A marketer may appeal to the emotions of love, joy, and humor as well as guilt and terror. Emotional messages grab people's attention and increase their trust in the business and its sponsor. A consumer's perception of what is "just" and "appropriate" is the focus of the moral appeal. They are frequently employed to persuade individuals to support social issues.

Message Structure

Marketers must make a decision regarding how to handle the three message problem. The first is whether to make a judgment call or leave it up to the customer. According to research, there are some situations where it would be preferable for the marketer to pose questions and let the client draw their own conclusions as opposed to making a conclusion.

Whether to start with the strongest arguments or leave them for last is the second message structure conundrum. Putting them on display early attracts a lot of attention but could result in a dull conclusion. The third and final message structure question is whether to give a one-sided argument (highlighting only the product's advantages) or a two-sided argument (acknowledging both the advantages and disadvantages of the product). In sales presentations, a one-sided argument typically works better—except when the audience is largely educated, is likely to hear competing assertions, or the communicator has a bad reputation to dispel.

Message Format

A powerful format is necessary for the marketing communicator's message. They must choose the headline, copy, artwork, and colors for a print advertisement. Advertisers could employ novelty and contrast, catchy headlines and images, message size and location, different formats, and color, shape, and movement to draw in customers. The communicator must pick the right words, sounds, and voices to convey the message over the radio. An advertisement for banking services must have a distinct "sound" than one for an iPod. All of these elements, along with body language, should be planned if the message is to be delivered orally or on television. Face expressions, attire, gestures, posture, and even hairstyles are all carefully planned by presenters. The communicator should be aware of the product's texture, color, scent, size, and form if the message is shown on it or its packaging. For instance, color by itself can improve brand message recognition.

Choosing Media

The channel of communication is now chosen by the communicator. Personal and non-personal communication channels are the two different categories.

Personal Communication Channels

In the personal communication channel, two or more persons can directly communicate with one another. They can speak with each other in person, over the phone, by mail or e-mail, or even in an online "chat." These methods of communication are successful because they enable personal addressing and feedback. Some personal communication avenues are directly managed by the company. Salespeople from the company could reach out to corporate clients. However, other private messages regarding the product might get to customers through means that are not directly under the organization's control. These channels may have independent experts—online shopping guides, consumer protection groups, and others—making claims to customers. They could be talking to potential customers while being friends, neighbors, relatives, or colleagues. When it comes to expensive, dangerous, or highly noticeable products, personal influence is extremely important.

Non-personal Communication Channels

Media that disseminates information without direct interaction or input is referred to as an impersonal communication medium. They are made up of important media, environments, and occasions. Print media, such as magazines, newspapers, and direct mail, as well as broadcast and display media, such as billboards, posters, and signs, are considered major media (e-mail, company websites, and online social sites and sharing networks). Atmospheres are intentionally created environments that influence or encourage a customer to make a purchase. Therefore, banks and law offices are built to communicate confidence and other attributes that clients might find valuable. Events are planned occurrences that deliver messages to a specific audience.

Selecting the Message Source

The message's impact in non-personal or interpersonal communication also depends on how the target audience perceives the communicator. Persuasive messages come from sources that are very reliable. As a result, the majority of food companies advertise to physicians, dentists, and other healthcare professionals in an effort to persuade them to recommend particular food items to their patients. Additionally, marketers use celebrity endorsers to spread their messaging, including well-known actors, athletes, musicians, and even cartoon characters.

Numerous NBA stars offer their likenesses to companies like Coca-Cola, Nike, and McDonald's. However, businesses must exercise caution when using celebrities to promote their products. The poor spokesperson choice could cause embarrassment and damage the brand's reputation. For instance, Olympic swimmer Michael Phelps was fired by the Kellogg Company when he was seen on camera consuming marijuana.

Collecting Feedback

The communicator must then investigate the message's impact on the intended audience. This entails questioning the members of the target audience to see whether they remember the message, how many times they saw it, what parts they remembered, how they felt about the message, and their current and prior opinions toward the service or company. The communicator should also track how many individuals responded to the message by purchasing the product, talking about it with others, or visiting the business. Feedback on marketing materials may suggest alterations to the promotion plan or to the product's offer. For instance, Mary employs newspaper and television advertising to let locals know about her businesses' shops, services, and promotional events.

Reference:

Kotler, P., & Armstrong, G. (2013). Principles of Marketing. Chennai: Pearson India Education Services Pvt Ltd.

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