Marketing communication activities contribute to brand equity and drive sales in many ways. Your goal can be to create brand awareness, to strengthen the brand’s image, to drive positive brand judgments or feelings, or to retain the consumers’ loyalty. To do so, you need to deliver a consistent message and achieve strategic positioning. To find the best communication way channels and set the right budget, marketers need to assess which experiences and impressions will have the most influence at each stage of the buying process. By analyzing the insights, marketers can judge marketing communications according to their ability to create experiences and impressions.
To obtain effective marketing communication you need to make sure that your consumer is exposed to the right message, at the right place, and at the right time. The ad needs to be immediately appealing, without distracting the customers from the intended message. It needs to be designed in such a manner that it properly reflects the consumers’ level of understanding, but also positions the brand in the correct terms. Nonetheless, the ad needs to motivate consumers to consider the purchase of the brand. Regardless of the ad type, you always need to be sure that the ad informs, reminds, persuades and connects the brand with the public. Successful marketing communication needs careful planning by following the next steps:
Identify the target audience: The process must start with a clear target audience in mind. The target audience has a critical influence on the communicator’s decisions about what to say, how, when, where, and to whom.
Determine objectives: Setting objectives is vital for your campaign and it depends on what you want to achieve. Do you need to establish a need for a category of your brand, build brand awareness, brand attitude or influence the purchase intention?
Design communications: Depending on your objectives, you need to clarify what to say, how to say it, when to say it and where to say it.
Select channels: Once you have identified your target audience, you should see which channels of communication fit your audience best (social media, print media, tv, radio, or internet, etc.).
Establish a budget: There are many ways to set a budget and the most common one is the affordable method. Some companies set the communications budget at what they think they can afford. However, you can use other methods like the percentage-of-sales method, the competitive-parity method or the objective-and-task method.
Decide on media mix: When deciding about the media mix, everything resumes to the modes of communication. Depending on your target audience, the budget and the message you want to transmit you can choose your approach: advertising, sales promotion, events and experiences, public relations and publicity, online and social media marketing, mobile marketing, direct and database marketing, or the sales force.
Measure the results: After your campaign has ended you will want to know your results, the outcomes, and revenues resulting from your campaign. You also need to verify if the resulted numbers helped the company to achieve the objectives and goals set.
As the marketing communications environment has changed drastically, technology and other factors have profoundly changed the way consumers process communications. Therefore, marketers should always evaluate all communication options on effectiveness, measuring how well does it work and how much does it cost.