Marketing communication Essay Example
Google is presently the most recent brand for younger generation since it offers them the paraphernalia they require to make selections. Paradigm for integrated marketing communication (IMC) is at the moment highly integrated with internet platforms. The heighted significance of the internet in lives of the consumers as well as their dependence on search engines has delimitated the function of IMC and the significance of innovative ideas. Innovative ideas no longer steer IMC; rather the process and strategy is steered by digital. As a result, IMC integration objectives had to change, so as to go further than supporting creative ideas and brands, but to make the most of the subsequent relationship stages when consumers react to, and afterward connect with them in digital platforms.
Basically, language barriers present a major challenge when a marketer utilise a standardised strategy for marketing; this can take place mainly when the company targets customers from other countries. Owing to this there exist diverse languages and cultures used in the targeted countries; therefore, the marketer must look for a means for his/her product to be understood globally, with little uncertainty and misinterpretation as possible. Language barriers can undoubtedly bring about disasters in the company which are somewhat hastily revealed and seen as an indication of lack of ability.
The four players within the IMC industry include; marketing director, consultant, Chief Information officer (CIO), Chief Operation Officer (COO). The marketing director is the-decision maker and must be part and parcel of the primary communications, strategy, as well as fact finding. Consultant is the contact point for the entire IMC project since they will be planning the essential meetings along with updates and making sure that IMC processes are running well. COO is mandated to oversee everyday operations as well as keeping the Marketing Director acquainted of important occurrences. Usually, a CIO is engaged with steering the re-engineering and analysis of present IMC processes, recognising and developing the means to employ novel tools.
Segmenting, targeting and positioning (STP) process illustrate the connection between the organisation and the entire market as well as how an organisation decides to compete within that market. From time to time it is acknowledged as a process, with segmentation being carried out first, after that the selection of the target markets and subsequently lastly the positioning implementation. The STP process objective is to direct the company to the development and enforcement of a suitable marketing mix. Undoubtedly, product positioning is a crucial building block of IMC and can be described as a process used by marketers to establish how to excellently communicate attributes of their products to their target customers rooted in competitive pressures, customer needs, and accessible communication channels. Successful product positioning guarantees that promotion messages echo with targeted audiences and coerce them to be decisive.
Consumer decision-making model is illustrated below: is vital for any person making marketing decisions. Essentially, it coerces the marketer to reflect on the entire buying process instead of only the purchase decision. An example of Consumer decision-making model
The process of buying iPhone, for example, begins with need recognition and problem awareness, and at this stage, the consumer identifies a need or problem or reacts to a marketing incentive. A “stimulated” buyer afterward must decide the quantity of information required with regard to iPhone. In case the need is firm and the iPhone meets the buyer’s need, then a decision to purchase decision must be made: If not, then the information search process commences. In the third stage (evaluation of alternatives), the buyer must select between the optional brands such as iPod or Samsung Galaxy. This form of purchasing is highly involving, and so the buyer must conduct an extensive evaluation. The last stage (post-purchase evaluation) entails assessment of the decision to buy iPhone rather than iPod.
The basic strategic IMC approaches consist of Four P’s and Advertising. When these two approaches of IMC are merged collectively, then a successful marketing campaign can be realized. By successfully balancing all communication channels enormous effect can be realized jointly than achieved independently. Four P’s entails price, product, promotion, and place whereas example of advertising includes broadcasting, outdoor advertising and online advertising.
The advertising role is mostly to bring potential customers up to date of the products in the market as well as persuade them to buy. By means of adverts consumers are well-versed of novel products, their benefit, their function, as well as the prices upon which they are being sold. Basically, advertising is a method employed to influence consumer’s mind and promote more sales.
When I promote my product to the consumers, I will first ensure I have an understandable idea of the targeted consumers bearing in mind that if I fail to sell effectively to them my business will be a failure. Therefore i will use a five step process as shown in the table below:
Developing a sales plan
Plan my approach to customers
Making the initial contact
Understand my customer’s needs
Making my playing field
Closing a sale
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