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Communications as Marketing Strategy |
Article Submitted by: Andrew Michaels
Thursday, 23 December 2010
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It is not possible to select target markets without simultaneously formulating a general marketing strategy for each segment. A decisive criterion in selecting target markets is the ability to provide superior value to those market segments. Since customer value is delivered by the marketing strategy, it therefore evaluates target markets.
A marketing strategy is basically the answer to the question: how will we provide superior customer value to our target market? The answer to this question requires the formulation of a consistent marketing mix. The marketing mix is the product price, communications, distribution, and services provided to the target market. It is the combination of these elements that meets customer needs and provides customer value. Marketing communications as one of the marketing mix include advertising, the sales force, public relations, packaging, and any other signal that the company provides about itself and its products. An effective communication strategy requires answers to the following questions: With whom, exactly, do we want to communicate? While most messages are aimed at the target market members, others are focused on channel members or those influenced by the target market members. For example, a bookmark printing shop designer is often asked for advice on what cheap bookmarks are ideal as a gift to someone. Or how they will personalize their bookmarks. A company marketing such items would be wise to communicate directly with these individuals. Often, it is necessary to determine who within the target market should receive the marketing message. For a children's breakfast cereal, should the communication strategy be aimed at the children or the parents? Or both? The answer depends on the target market and varies by country. What effect do we want our communication strategy to have on the target audience? Often a manager will state that the purpose of advertising and marketing communications is to increase sales. While this may be the ultimate objective, the behavioral objective for most marketing communications is often much more immediate. That is, (i) it may seek to have the audience learn something about the product, (ii) seek more information about the product, (iii) like the product, (iv) recommend the product to others, and (v) feel good about having bought the product. Or a host of other communication effects that you would want to have on your target audience. What message will achieve the desired effect on your target audience? What words, pictures and symbols should you use to capture attention and produce the desired effect? Marketing messages can range from purely factual statements to pure symbolism. The best approach depends on the situation at hand. Developing an effective message requires a thorough understanding of the meanings the target audience attaches to words and symbols, as well as knowledge of the perception process. What means and media should we use to reach the target audience? Should we use personal sales to provide information? Can we rely on the package to provide information? Should we advertise in mass media? Which media, (television programs, radio, magazines, and so forth) should we use? Answering these questions requires an understanding both of the media that the target audience's use and of the effect advertising in those media would have on the product's image. When should we communicate with the target audience? Should we concentrate our communications near the time that purchases tend to be made or evenly throughout the week, month or year? Do consumers seek information shortly before purchasing our product? If so, where? Answering these questions requires knowledge of the decision used by the target market for this product. Those are questions that must be answered when using communications as a marketing strategy. Learn them by heart so you will be able to make a killing on your marketing communication strategy. Article Source: http://www.ArticleBlast.com |
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