Marketing Communications

It isn't enough for businesses to develop a product, price it attractively, and make it accessible; they must also know how to effectively communicate it. Marketing communications are means by which firms attempts to inform, persuade, and remind consumers - directly and indirectly - about the products or services they sell. 

Marketing communication strategy must include:

  • Communication Audit. This profiles all interactions customers in the target market may have with the company and its products or services. For example, one who wants to buy a new phone may talk to others, see a social media ad, TV ad, look on the internet, and look in the phone store.
  • Allocation of Resources. Markers need to assess which experiences and impressions will have the most influence on each stage of the buying process. Armed with these insights, they can judge marketing communications according to their ability to affect experiences and impressions, build customer loyalty and brand equity, and drive sales.

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