Many companies spend a large amount of time and money on product collateral, PR campaigns and on other option but with that either companies do not reach and properly deliver their message to their target customers or cannot achieve their business objectives and goals. However, those companies make Effective Marketing Communication Strategies, differentiates themselves from the competitors, as well as an effective Marketing Communication Strategy is also serve as a means of establishing meaningful connections with prospects and customers.
The development of effective marketing communications strategies involves five steps:
- Identify the Target Audience
- Determining the Communication Goals & Objectives
- Designing a Compelling Message
- Select Communications Channels
- Feedback of communication Strategy
Identify the Target Audience
Like all other marketing plans or programs, marketing communications also begin with a specific audience or targeted customers in mind. A company needs to decide that who is the intended recipient of a company’s messages? Companies also need to answer these questions in this step:
- Who marketers target will dictate?
- What is to say or convey?
- How it should be say?
- When it should be say?
- And where it should be say?
Determining the Communication Goals & Objectives
After deciding audience an effective marketing communications also required a specific objective or goal in the mind. What does a particular company want to achieve or accomplish with its communications efforts? More specifically, we can say that what response company seeks? Mainly companies want a purchase response from audience.
Designing Develop a Compelling Message
Once marketers have identified and decided their targeted audience and desired objectives, they must then design an effective message. An effective message is that which draws attention, hold interest, and obtain action. In this stage companies need to focus on:
- Message Content
- Message Structure and
- Message Format
Select Communications Channels
This is the fourth and most important step of effective marketing communication strategy where marketers needs to select from five communication tactics i.e. Advertising, Public Relation, direct marketing, sales promotion, and personal selling to deliver its message. There are two types of channels.
Personal Communication Channels
Personal communication channels are referred to a communication mode in which two or more4 people directly interact with each other. This may include face to face, through mail, on the phone, and even internet chatting. These channels are effective as they allow for personal addressing as well as feedback.
Non personal Communication Channels
Non personal communication channels include media that carry message without personal interaction or feedback. Print media, broadcast media, display media and online media are the types of non personal communication channels.
Feedback of communication Strategy
After all above steps and implementing the communication strategy then companies needs to get feedback and response from targeted audience. Monitoring and feedback provide a continuous improvement process. So marketers should regularly measure and monitor the effectiveness of marketing communication strategy and make changes as needed.