Marketing Communications Definition

 

The method of communication between two humans traditionally entails the following straightforward steps.

Sender, Encoding, Message, Receiving, Decoding

Similar to the human model discussed above, marketing communications also include sending a communication message from the Sender (which might be a business, product, or brand) to the receiver (who can be an audience, your target group, stakeholders or anyone whom you want to target your message).

Sender and Receiver

The terms "Sender" and "Receiver" refer to the two key parties in marketing communications. The sender could be a business looking to target a certain consumer demographic. The consumer himself is the receiver.

Before the communication process starts, you need to be aware of a number of factors, including the sender and receiver's compatibility, financial strength, and demography. If a sports shoe manufacturer sends a message to clients who are 60 years old or older, the marketing communications may not be successful.

The intended recipient of the communication must be known in advance by the sender. For this reason, segmentation, targeting, and positioning are carried out before marketing communications start.

Encoding

For the sender to deliver the proper message to the recipient, the message must be packaged in the correct format. This process is called encoding. This is where advertising firms are crucial in marketing communications.

The creative ad agencies encode the message in the appropriate format based on the sender's preference. Depending on the kind of media vehicle being used to deliver the communication message, the format will vary.

As a result, you will discover that a radio message, a TV message, or a print message are all encoded differently since each has advantages and disadvantages of its own. The focus message must remain the same regardless of the media vehicle or communication type you choose.

Message decisions

There are many different techniques to communicate with customers during marketing communications. Advertisers utilize television and print the most since they are believed to have the highest retention rates.

In addition to these 2, there are other other marketing strategies, including radio, online, banner, and out-of-home media. Your message can be spread via any of these media outlets.

Here, it's crucial that the message reach its intended audience as widely as possible. The conversion rate in the sales funnel would increase as you had more prospects.

Therefore, the goal of a message is to speak to as many potential customers as feasible. An effective message can instantly establish a connection with your target audience, improve brand positioning, and subsequently offer your company a boost. Messages used in marketing communications can take many different forms.

Among the commonly employed ones are:

•     Introducing a new product
•     Creating awareness
•     Building brand image
•     Sales promotion offers
•     Customer retention

In light of these three key considerations, a marketing message must be modified.

a) The intended media vehicle

b) What is the message's purpose?

b) Who is the intended audience?

Decoding 

The ability to decode a communication is not in the sender's control. Instead, the receiver performs it. The only thing the sender can control is how well the message is encoded and if it reaches the intended recipient. The communication is then decoded by the receiver.

For instance, if I show you a shoe in muddy water, some of you might not find the image interesting, some of you might assume that I'm using the image to promote the shoe, and some of you might assume that I'm attempting to demonstrate a water-resistant and easily-cleaned shoe.

Thus, I fail as a marketer if I can't effectively communicate with the majority of my audiences. I have to make sure the receiver can decode the message as quickly as feasible. This sums up marketing communications in their purest form.

This explains why companies like O&M, Lowe Lintas, etc. charge such hefty fees. because the general public and end users can simply decode their signals.

Receiver 

After decoding the message, the receiver is the one who makes the choice. In other words, the receiver is your ultimate client or potential client. As a result, the receiver plays a crucial role in the marketing communications process.

The recipient should ideally respond to the communication he has received. Therefore, if your letter contains a sales promotion, your recipient will proceed to buy the product.

There are several receiver variations, though, as there always are. Some people will entirely disregard the message, some will remember it later, and some will take action.

Integrated marketing communications are utilized to make sure that the message gets received and is acted upon. The same message is distributed via a variety of media platforms and formats. The same communication is delivered to the recipient in a variety of various formats, and they decode it.

Because of this, advertising frequency today plays a crucial role in turning prospects into customers. FMCG firms are known for using integrated marketing communications in the greatest ways since they engage with consumers the most.

Feedback 

The feedback parameter has just been included as a new variable to the marketing communications model. This is due to the cacophony that results from too many things being offered and the increasing significance of taking feedback.

The corporation can therefore use market feedback following an advertising effort to determine what proportion of the target market is aware of the new product. The company will learn from this feedback if their advertising plan was successful or unsuccessful.

You must realize that marketing communications involve more than just interactions between businesses and their clients. Instead, it calls for the presence of many different entities

It takes art to communicate effectively in marketing. To make sure that the proper message reaches the end users and that they behave in the way that is expected, a considerable portion of an organization's resources are used.

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