Roles of marketing communication
bloggist
Marketing Communications, as a part of the marketing mix, takes an important role in any successful marketing strategy.
Consistent, timely and honest communication towards many different stakeholders (customers, communities, NGOs, employees, etc.) should be part of the company’s culture and one of its values. Without such a communication, even the companies with greatest products or services would soon encounter numerous problems.
Marketing communications can take different roles, according to famous “DRIP” roles of marketing communications:
To Differentiate – to make a product or service stand out in the category. For example, if company’s goal is to position itself as a premium brand on the market, marketing communications should be used to differentiate, either some attributes of products or service, or the whole product or service as superior to competitor brands.
To Reinforce – to consolidate and strengthen previous messages and experiences. In order to retain customers, companies use marketing communication to remind them of benefits of past transactions and to reassure them by confirming the correctness of their original thoughts or purchase decisions.
To Inform – to make known and advise of availability and features. Companies use marketing communication extensively to enable its customers to progress through the decision making process, to inform about product’s availability or attributes, to instruct on how to use product, etc.
To Persuade – to encourage further positive purchase related activities. Companies use marketing communications also to persuade current and potential customers to act in particular, desirable ways (e.g. to buy, to engage in a word of mouth communication, to phone, to send for a brochure, etc.).
Be clear what is the purpose of your marketing communication before starting any campaigns and immediately the whole process will flow much better and your communication will be more effective.
This marketing tip has been delivered to you by Gregor Bulkowski, a marketing communication expert who is evaluating marketing communications of many companies. In his opinion, companies doing the great job in this field are Nikon with its Nikon Coolpix S9100 or Nikon Coolpix L22 and Kitchenaid with its very popular KSB560.