Basically, marketing communication is the practice of using various marketing channels to communicate your message to the target audience. This includes paid media, direct marketing, word-of-mouth, websites, and Omni strategy.
Word-of-mouth
Using word-of-mouth in marketing communication is a great way to build brand loyalty. However, many marketers aren’t sure how to go about executing an intentional word-of-mouth campaign. The key to a successful campaign is to find influential people who are willing to become advocates.
Word-of-mouth is a natural force that affects consumer behavior. In fact, studies have shown that it can affect 20 to 50% of purchasing decisions. The science behind word-of-mouth equity helps marketers to understand how to gauge the impact of their messages. It also identifies what drives word-of-mouth’s influence.
Word-of-mouth in marketing communication is influenced by a variety of different factors. Some are organic, and others are created by marketing activities. This is especially true of viral marketing, which uses social media to spread information.
For example, the “Share a Coke” campaign encourages consumers to share their positive experiences with Coke. It also harnesses the power of interactivity and creativity.
Direct marketing
Whether it is a direct mail piece, a brochure, or a newsletter, there are a few rules to follow. The first is to use short words and sentences. The second is to make it easy to read.
The best way to do this is to write a Creative Brief. This is a statement of the objectives, goals, and message for the targeted audience. A Creative Brief keeps the copywriter focused and inspired.
It should provide a clear, realistic view of the DM goals, and give clear direction for the message to be sent to the target audience. It should also be able to inspire the creative team to come up with a great concept.
A Creative Brief should also provide information on how to best use your target’s data, including how to track results. For example, it is possible to measure the effect of the free gift offer in communication “B” compared to the response of communication “A.”
Paid media
Whether you are looking for product launches, increased traffic, or customer acquisition, paid media for marketing communication can help you reach your goals. You can use paid media in tandem with other types of media, like earned media, to achieve the best results. However, there are some things you need to keep in mind.
The type of media you choose for your campaign will depend on your target audience. You can find the best channels by looking at your buyer personas and visualizing what your audience does, how they interact with your brand, and what they want. You also need to determine what kind of ROI you will see from your advertising investment.
One of the most common forms of paid media is display ads. These advertisements are found on almost every web page and can be a great way to build brand awareness. Typically, the cost of a display ad depends on the amount of traffic that a website receives. The duration of the ad will also affect the price.
Omni strategy
Creating an Omni strategy for marketing communication allows businesses to deliver a seamless experience to their customers. Using a data-driven approach can help businesses improve customer engagement and loyalty. It also helps them to understand how their products and services fit in with the needs of their target audience.
When companies implement omnichannel strategies, they see more sales and more customer retention. In fact, an omnichannel campaign has been shown to boost annual revenue by 9.5%. Investing in omnichannel communication can increase your customer’s satisfaction and first contact resolution rate.
Unlike traditional multichannel marketing, the omnichannel strategy is designed to align your goals and marketing messages. This includes consistent visuals, messaging, and design. It also includes a centralized platform that collects data from various channels. It ensures that content is delivered at the right time and in the right place.
