Consumers receive hundreds, if not thousands, of marketing messages every single day, and with so many creative distractions, it’s very difficult for them to fully engage with all pieces of information. In order to support your strategic vision and increase sales, your business must set in place a marketing communications framework that will enable your employees to create unique and engaging marketing messages and use the right tools to effectively reach your target audience.
A marketing communications strategy helps develop brand awareness – in which consumers translate product or service information into perceptions about the company and its position in the marketplace. Marketing communications helps reinforce brand identity and persuades your target audience to take action – whether that is to purchase your products or services or provide feedback and engage with them on a social platform.
“Stopping advertising to save money is like stopping your watch to save time.” – Henry Ford
To compete in the marketplace and maintain consistent growth, organizations need to design an effective marketing communication strategy that utilizes several promotional vehicles/platforms, including: advertising (online and offline), social media, personal selling/presentations, direct marketing (i.e. email, mail, etc.), public relations (i.e. media releases), and content marketing (i.e. blogs). Using these vehicles is important; however, if not used correctly, they could by costly and ineffective.
Advertising allows a business to reach potential customers through either mass marketing efforts (i.e. billboards or television commercials) or target market appeals through web or social media advertisements.
Personal selling helps organizations communicate the benefits of their products/services directly to the customer in a retail or presentation setting.
Direct marketing helps reach customers in a specific geographic location or with certain demographic criteria through a third party medium, which includes email marketing and direct mail.
Content marketing engages consumers with valuable, relevant and free content that makes them want to continue following a brand.
Finally, public relations involves a company’s outflow of information to customers and suppliers (i.e. media releases and community outreach).
Essentially, an effective marketing communications strategy will help your company explain its purpose, mission, and values, as well as what your brand stands for to your customers, employees, suppliers and distributors. Promotional messages need to reach the right customer through the right medium at the right time; and customers need to be clear about what the company is offering and how they differentiate against competitors in the marketplace.