Marketing communications

Marketing communications is the process of transferring information about a product from the manufacturer to the target audience. The target audience (TA) is the group of people who are primarily targeted by marketing communication.

The firm needs to understand that it will not be able to immediately develop in all markets. For this, the target audience is selected, which actively responds to marketing information.

Marketers should be aware that a variety of media can be used to convey information. So, for example, a car with a leather interior will look more respectable than a velor one. And the Parker handle will be more reliable and look more solid than a regular plastic one. And if a company makes constant discounts on its products, this can cause buyers to distrust the quality of products.

Thus, the product, its price and method of distribution, give the consumer important information. These three elements, together with marketing communications, form the marketing mix. It is marketing communications that are used to demonstrate these elements in order to interest the consumer in purchasing the product. They should give the target audience an idea of the overall marketing strategy of the firm by sending them specific messages about the product, its price and methods of sale in order to arouse their interest or convince them to take a certain point of view.

Goals and functions of marketing communications

Marketing communications are one of the elements of the marketing mix aimed at informing consumers about the company, their brands, goods and services, as well as increasing the attractiveness of the offer for existing and potential consumers. Which helps to achieve the following goals:

- Increasing the awareness of the company and its products among the target audience or the general public,

- Informing the target audience about the company's new offers,

- Stimulation of purchases by the target audience in a specific place and at a specific time. Alignment of seasonality and dips in sales,

- Formation of a unique positioning strategy, which is achieved by informing consumers about the values and differences of the company, as well as the benefits of its products and services,

- Formation of loyalty of existing consumers to the company, brand and its products.

Elements of Marketing Communications

Currently, marketing communications contain five main elements: consumer persuasion, goals, contact points, participants in the marketing process and types of marketing communication message.

Consumer persuasion is an important element that gives consumers the information that should convince them that this is the product they need now.

Goals. All marketing communications are focused on solving certain problems, which, in turn, must correspond to the goals of the communication program. Typically, these goals include creating brand awareness among buyers, disseminating information, raising the culture of the market, creating a positive image of the company or its trademark. The ultimate goal of any marketing communications strategy is to help the firm sell its product and thus maintain and grow its business.

Places of contact. If a company wants its information to reach the consumers it needs, then it must leave its marketing messages in all places where contact with its target audience is possible.

participants in the marketing process. Target Audience includes not only potential consumers. A participant in the marketing process is any person who contributes to the success of the company or the promotion of its products. Thus, the participants in the marketing process can include employees of the company, sellers of its products, suppliers, residents of the territories where goods are produced and sold, the media, state regulatory authorities for commercial activities, as well as buyers.

Types of marketing communication appeal. Various types of communications can be used to distribute marketing information. There are two types of customer interactions: planned and unplanned.

Marketing communications tools

The following communication tools are used to deliver planned messages to the consumer:

Advertising is any form of communication paid for by an individual to promote goods, services, or ideas. Although some types of advertising (such as direct mail) are targeted at a specific individual, most advertising messages are intended for large groups of the population, and are distributed by such media as radio, television, newspapers and magazines.

Sales Promotion - Various types of marketing activities that increase the initial value of a product or service for a certain time and directly stimulate the purchasing activity of consumers, the work of distributors and sales personnel (for example, coupons or trial samples).

Public relations (public relations) - coordinated efforts to create a favorable idea of the product in the minds of the population. They are implemented by supporting certain programs and activities that are not directly related to the sale of goods: publication in the press of information important from a commercial point of view, "publicity" on radio and television.

Direct marketing is an interactive marketing system that allows consumers to easily obtain information of interest to them and purchase products through the use of various distribution channels of information. Includes direct mail, use of print catalog orders, and online catalog sales.Personal selling - establishing personal contact with one or more potential buyers for the purpose of selling a product. Examples of such contacts are telephone conversations of regional representatives of the manufacturer with local companies or retailers, selective calls to potential buyers directly at home, or sales of goods by telephone orders.

Special promotional or point-of-sale promotional products. This refers to the use of tools that deliver the marketing message directly to the point of sale and increase the likelihood of buyers purchasing goods. Such means, such as in-store coupons, remind the shopper of a particular product, deliver the company's marketing message, or inform them of the benefits of a future purchase. This item also includes special souvenirs - free gifts that serve as a reminder of the company that produces the product and its brand name.

Package. In addition to the main function, it serves as a location for a marketing communication message. Therefore, both technologists and designers, as well as marketing communications planners, are involved in the development of product packaging. Since it is the marketing message on the packaging that the store visitor sees in front of him at the moment of making a purchase decision, it plays an extremely important role in the process of persuading consumers.Sponsorship is financial support provided by the company to non-profit organizations during various events in exchange for the right to establish special relationships with them. Sponsoring activities can enhance the prestige of the company and create a positive image of its activities. Examples of sponsorship include financial support for tennis tournaments or the donation of funds to charitable public foundations.

Grant of a license. The practice of selling the right to use a company's trademark or product. When a university allows a T-shirt manufacturer to use its name as an inscription on them, this permission must be in the form of a special contract.

After-sales service is an important part of maintaining marketing communications, which consists in after-sales customer service. Service programs are aimed at meeting the current needs of customers. An important tool for maintaining a positive perception of the company in the after-sales period is also the provision of guarantees for the goods sold.

Unplanned messages include all other ways to communicate various information about the company and its brand to potential customers. For example, a dirty delivery vehicle, lack of a safe parking space near the store, unfriendly behavior of order takers, untidy appearance of the building where the office is located.