Communication marketing in 2020
Internet marketing is extremely important in today’s everyday life, and this digital world is changing and evolving every day. Communication has moved to social networks, so it is necessary to establish contacts through them, which is crucial for generating audiences, leads, and clients. Integrated marketing communication is a form of enterprise marketing communication consisting of a combination of strategic roles of different communication disciplines aimed at achieving maximum communication impact.
Communication in marketing uses different methods and tools to persuade potential or existing consumers to buy a particular product and/or service. The basic goals of marketing communication are to create and maintain product demand, and to shorten the sales cycle. Business success depends on effective communication of product value to potential customers. And not just the value of the product, but the value of the brand as such.
- Only 43% of people answer unknown calls
- Average email open rate has dropped by 20%
Communication marketing allows companies to go through sales funnel faster and convert a customer as soon as he or she is on the site and interested in buying.
The benefits of Communication Marketing are that we can learn:
- What is the tone our customers want to communicate (whether they are traveling, so more relaxed communication is preferable…)
- It gives its customers a more “human” approach to shopping.
- We will convert more leads and higher quality leads.
- It allows us to shorten the buying path.
- These increase our profits.
The communication framework has three important steps, namely
- Engage
2. Understand
3. Recommend
Communication marketing is used by chatbots. So they help us have support 24/7 because it’s automated. Communication marketing can be applied in all industries and businesses in B2C and B2B. It allows us to see when a user has visited a page that we then target and run it through sales funnel.
It is a great way to market because it is cheap and efficient and can help you differentiate yourself from the competition.
Forms of communication in marketing
Marketing communication includes the following elements:
- advertising,
- promotion,
- sponsorships and exhibitions,
- recommendations (word-of-mouth marketing),
- public relations (PR),
- personal sale,
- interactive and direct marketing.
These tools are also called the communication marketing mix, the proper combination of which depends on the success of communication in marketing. The 1990s saw the emergence of a new way of looking at communication in marketing, called integrated marketing communication. Integrated communication in marketing is a concept that integrates all these forms of communication, that is, integrates all promotional tools into a single and harmonious whole.
Advertising is persuasive, one-on-one communication, and is usually distributed through mass communication channels. Advertising messages promote goods, services, persons or ideas. Promotion is a form of marketing communication that aims to inform, persuade and remind the target market of brand value. The primary objective of public relations (PR) is to accept, understand and position the organization in the eyes of consumers.
Sponsorships and exhibitions are a combination of advertising, promotion and public relations, aimed at increasing brand awareness and fostering consumer loyalty. Word-of-mouth marketing is the most important segment of communication as it relates to the consumer’s attitude about the product and/or service and, ultimately, influences brand value. Personal sale refers to the seller’s direct contact with the buyer to get the buyer acquainted with the product and/or service and to persuade him to buy it.
Interactive marketing focuses on the individual customer and engages in a two-way dialogue with customers expressing their requirements and needs. In this case, advertising is a dynamic process that follows customers instead of imposing their marketing messages. This is why customer feedback (preferences) is important to tailor the marketing message to that information. Direct marketing enables direct communication with potential customers through various media such as telemarketing, mail, e-mail marketing, mobile marketing, etc.
Communication strategy
Marketing communication strategy refers to the strategy that a business organization uses to reach its target market through various forms of communication. The strategy includes the message that the organization sends to consumers, the channels it will use to transmit that message (medium), and the consumers that message will reach. Determining the characteristics of the target market is crucial to creating an adequate message. Also, positioning yourself against competitors and highlighting the benefits that meet the desires and needs of that target market are also important.
The message should include the following:
- basic product and / or service information,
- the benefits the product has,
- the reason why customers need exactly this kind of product,
- the positive impact that the product will have on the everyday life of consumers, and
- persuading them to buy the product (call to action).
Once you’ve identified the message you want to send to customers, you need to select the right marketing channels to send that message easily and effectively.
You also need to pay special attention to two very effective trends in marketing communication:
- content marketing and
- influencer marketing
You then determine the mix of communication channels through which you plan to convey the message. It can be a combination of e.g. online advertising (Google AdWords), email marketing, sponsorship, PR and content marketing. No matter what channels of communication you choose, consistent branding across all those channels is a must. So, insist on what you have made your identity and what makes your brand recognizable.
Example:
“Emirates Vacations
The average CTR for a display campaign, such as Emirates, is 35%. After that, they created a display campaign with chatbots that pulled visuals from the pages the users were on (e.g., you searched for Bali, and you were presented with an ad containing a Bali image and said, tell us where you want to go?). Thereafter Engagement rate increased by 87%
What we learned from the Emirates Display Ad chatbot:
We deliver to the user the journey he wants to see
The customer is at the center of the action.
Let’s make the user impossible. They allow the user to book a trip through the ad”
Communication marketing allows us to narrowly target a customer exactly when he or she is looking at our service or product and when he or she is interested in buying. It allows us to target the customer and accelerate their customer flow. Most importantly, it allows us to differentiate ourselves from the competition and increase our sales.
