Marketing Communications

Synopsis

Convey your business message to the desired market effectively with an integrated marketing communications toolbox. Use our Marketing Communications presentation to move customers through stages of the buying process and ultimately drive more revenue and better profitability for your business.

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Slide highlights

Use this slide to identify objectives your company needs to achieve to be prosperous. Set objectives that are specific, measurable and attainable. All future goals will be positioned around these objectives.

Introduce your key analysis with this slide. This step will allow you to take into account all political, economic, social, technological, environmental and legal risks that might affect your marketing.

This slide will help you to communicate the process of creating ads that are relevant to your customers and then perfecting them, based on the data collected through A/B Testing and user testing.

Overview

Per marketing resource, "Marketing91," marketing communications is a practice of using a set of methods and techniques to convey the messages in a unique and creative manner to the companies' existing and prospective customers about their offerings. A marketing communications strategy is crucial to business success because it allows to develop a vision, create brand awareness, express competitive advantage, foster goodwill, enlighten the investor community, increase profits, improve relationships with customers, attract talent and generate innovative marketing and promotional ideas, "Marketing91" website states.

Questions and answers

How can marketing communications be tailored to different customer segments?

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Marketing communications can be tailored to different customer segments by understanding the unique needs, preferences, and behaviors of each segment. This can be achieved through market research and data analysis. Once these insights are gained, messages can be crafted that resonate with each segment, addressing their specific needs and interests. Personalization and customization of messages are key in this process. Additionally, the choice of communication channels also plays a crucial role. Different segments may prefer different channels, so it's important to deliver the message through the most effective and preferred channels for each segment.

What are some best practices in marketing communications?

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Some best practices in marketing communications include developing a clear vision, creating brand awareness, expressing competitive advantage, fostering goodwill, enlightening the investor community, increasing profits, improving relationships with customers, attracting talent, and generating innovative marketing and promotional ideas. It's also important to convey messages in a unique and creative manner to both existing and prospective customers about the company's offerings.

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Application

CoSchedule, a project management tool for marketers, put together a comprehensive guide to developing a killer marketing communications strategy:

• Develop a brand statement that summarizes who you are – understand who you are and how you serve your audiences. An easy way to summarize this is by creating a brand statement. Consider Starbucks' brand definition, as an example: "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."
• Identify your unique selling proposition (USP) – here, you need to explain what makes you unique and why should people care about those traits. Once you've determined this, you can develop your brand statements, tag lines and other messaging that inform your marketing strategy.
• Identify your business objectives – business objectives are goals your company needs to hit to be successful. Every goal your team sets needs to contribute back to these objectives.
• Develop customer personas – identify your target audience – the group of people who are most likely to purchase your product or service. To learn more about them, survey current customers, dig into Google Analytics and search through your competitors social media followers to see who they seem to attract.
• Understand other key publics – there might be a need to communicate with people and entities other than your customers, for example, the news media, government agencies and current or prospective partners.
• Determine what the world needs to know about your brand – connect your company and your audience by identifying the high-level messages you need to communicate about your brand.
• Choose your channels – choose the channels that you're going to share your message on. These include: company blog, email marketing, social media, SMS marketing, media relations, print collateral, podcast advertising and traditional advertising.
• Plan a messaging matrix – combine the findings from the previous steps into a cohesive messaging matrix – a document that outlines your brand statement, target audience, core problem or issue and key messages.
• Determine your important events and campaign plans – lay out the essential events your team needs to keep track of throughout the year. You'll also want to start formatting the campaign plans for these events.
• Set your communication goals – set goals that your communications team needs to reach. These goals should relate back to the business objectives you identified earlier.
• Schedule content and campaigns on your marketing calendar – schedule and execute your communications strategy with a marketing calendar. This will make it easier to enforce deadlines, deliver organization-wide visibility and help your staff understand what needs to be done and when, the experts say.
• Measure your impact – measuring each component of your communications plan will help you understand how well your efforts are progressing.

Case study

Burger King: Google Home of the Whopper

Burger King's controversial "Google Home of the Whopper" marketing campaign, estimated at $135 million in earned media, received a top creative award at Cannes Lions in 2017, per case study by David the Agency. The fast food company snuck into people's homes thanks to its TV commercial spot. The line from the spot: "OK Google, Tell me about the Whopper" allowed the company to activate Google Assistant.

Questions and answers

How can marketing communications contribute to a business's overall strategy?

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Marketing communications play a crucial role in a business's overall strategy. They help in conveying the business's message effectively to the desired market, moving customers through stages of the buying process, and ultimately driving more revenue. Marketing communications can also help in creating brand awareness, building customer relationships, and promoting products or services. They can be used to exploit opportunities, like emerging technologies, to do something exciting and bold, which can lead to successful campaigns.

What challenges might a business face when implementing a bold marketing campaign?

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A business might face several challenges when implementing a bold marketing campaign. Firstly, there's a risk of negative public reaction, especially if the campaign is controversial or pushes boundaries. This could potentially harm the company's reputation. Secondly, there might be legal and regulatory challenges, particularly if the campaign is seen as misleading or deceptive. Thirdly, the campaign might not resonate with the target audience, leading to wasted resources and missed opportunities. Lastly, there might be logistical and operational challenges in executing a large-scale, bold campaign.

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Despite the fact that the move made some people (and companies, as Google wasn't exactly thrilled with the campaign) furious and spiked trolling activity, overall, the campaign was bold and enormously successful. "Burger King saw an opportunity to do something exciting with the emerging technology of intelligent personal assistant devices," Burger King representative told "Reuters."

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