Marketing Communications: How To Market Your Brand
Marketing Communications: How To Market Your Brand
From Wikipedia, the free encyclopedia
Marketing communications are messages and related media used to communicate with a market. Marketing communications is the promotion part of the "marketing mix" or the "four
Ps": price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.
Those who practice advertising, branding, brand language, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales,sales
promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly, marcom managers.
Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral; however, academic and professional research developed the
practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - a consistent "look & feel". Many trends in
business can be attributed to marketing communications; for example: the transition from customer service to customer relations, and the transition fromhuman resources to human
solutions and the trends to blogs, email, and other online communication derived from an elevator pitch.
The communication process is [sender-encoding-transmission device(channel)-decoding-receiver], which is part of any advertising or marketing program. Encoding the message is the
second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media (television, radio, magazines), and
others. Messages travel to audiences through various transmission methods. The third stage of the marketing communication process occurs when a channel or medium delivers the
message. Decoding occurs when the message reaches one or more of the receiver's senses. Consumers both hear and see television ads. Others consumers handle (touch) and read (see)
a coupon offer.
One obstacle that prevents marketing messages from being efficient and effective is called barrier. Barrier is anything that distorts or disrupts a message. It can occur at any stage in the
communication process. The most common form of noise affecting marketing communication is clutter.
Social commercials market share is rising, thanks to services like YouTube, Facebook and Vimeo. According to a 2011 study, "88% of all companies that have conducted social media
advertising are satisfied with it."  Indeed, social commercials are steadily permeating our everyday lives, in the forms of billboards, apps, TV, and even print media. There is a large
increase of businesses using video via YouTube for local business pages such as Google Local (formerly known as Google Places) which was integrated as part of the Google Plus network
Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the
relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to
purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.
Another channel for direct digital marketing is in-product communication (or in-product marketing), which delivers marketing content directly to a user's internet-connected
deviceor software application. In-product marketing content is often very similar to that of email marketing campaigns, but the segmentation and delivery is more targeted. Because
email has become a standard tool in the digital marketing toolkit, the email channel often is overloaded and overused, leading to much lower open rates, lower engagement rates
T h e K i n d n e s s B o o m e r a n g
With marketers racing to deliver results and quantify the impact of marketing activities,
the soft, hard-to-measure quality of k i n d n e s s is easily and mistakenly overlooked!
There is no version of Google or Siri better than a human being himself
that can see, listen +think with the heart
What is the longer-term impact of such ‘friendly, generous, and
Kindness unlocks stunning and sustainably successful
corporate and personal legacies.
Are YOU one of a KIND?
As humans we understand that INTERACTIONS alter how we perceive one another, significantly and quickly
building or compromising a relationship.
That’s why the pursuit and reward of transactional excellence for brands
is over, FINITO and totally kaput!
Instead Interactional excellence (i.e. where a personal experience and relationship is created and nurtured!) is
now imperative for success.
TODAY’S REALITY = Consumers are hungry for Brands
to provide something more than just a product or service.
Research shows that consumers are increasingly craving R E L A T I O N S H I P S
T h e D e h u m a n i s i n g d i s c o n n e c t i o n o f T e c h n o l o g y !
HOW BRANDS CAN BUILD BETTER RELATIONSHIPS
RELATIONSHIPS HAVE MOVED BEYOND
P R O D U C T T R A N S A C T I O N S
TO H U M A N I N T E R A C T I O N S
Instead of simply selling shoes that perform well for runners, Nike has creatively
catalysed & constructed communities around Nike+, a personal, useful &
meaningful experience with the Brand AND other runners with shared interests and
RELATIONSHIPS HAVE MOVED BEYOND A
S t r u c t u r e d r e s e a r c h p r o c e s s TO o r g a n i c d i s c o v e r y
“ZMOT: Winning the Zero Moment of Truth” (a must-read Google-published book) affirms that
people come to a brand through many online sources such as reviews, searches, ratings, peer
recommendations and more.
relationships wehave with one another are actually leading us to brands!
In our rapidly evolving digital-led world,
brands must be humanly relevant
If they want to survive thrive
“Millennials are the most racially diverse,
highly educated generation in history.
Their path to purchase isn’t a straight line, so
marketers need to keep this in mind and GET
This means paying attention to THEIR
specific needs, ensuring they have the
right product mix and customizing their
media and messages to be RELEVANT to those