marketing communications concept little known wide range of managers.Although marketing communications have been developing for more than sixty years.The main objective of this approach is the need to systematize the management functions of marketing in the commercial organizations.
Marketing communications is the process of managing the promotion of goods and services throughout the process, before the sale, directly in the purchase, during and after consumption.Systems of communication are developed individually for a specific market segment.These systems contain mechanisms for transfer of information to customers as well as possible feedback from the buyer to the seller.Analysis of marketing communications carried out by means of a feedback to evaluate the effectiveness of marketing in aggregate investment and the campaign as a whole.
Schematic diagram can portray marketing communications can be drawn from the seven main stages.And a roll, some of them have a negative impact on the quality and efficiency of the information campaign.
consider each stage separately.
first step is the definition of the target audience and its analysis.
wrong choice and definition of the target audience leads to one of the most costly mistakes in marketing.Since the audience is always a large variety of different groups and areas of preference, the error in the choice of treatment will lead to a group of consumers that your product is just not interesting.For example, when advertising the publication of expensive cosmetics, even in a national newspaper such ads will not bring more success than if you focus on the advertising of this group of products in high-end boutiques and beauty salons.
This may also include the analysis and target audience.It is usually carried out in advance.This approach allows us to identify those groups that are most suitable for your product or service.
next step, without which marketing communications are not to have an integrated system - is the goal of such communication.
Once the marketer determine the appropriate segment of the market and its characteristics followed by an understanding of what is in the end you need to get from the audience.Among the most common objectives in marketing can be identified as follows: the conquest of sympathy among the visitors, to achieve recognition of its brand, informing the audience about the goods and services, which subsequently will create a demand for them, to achieve such a position in the market where buyers will prefer your product and notsimilarly produced by your competitors, etc.
The next step is the definition of marketing communications budget.
This is one of the most important tasks.The most common methods of determining the budget are the methods of fixing a percentage of sales volumes, capacity assessment, a method of goals and objectives, as well as the method of matching competitors.
further in the next phase of marketing communications it is time to decide on the means of promotion.
By such means to understand the way in which to buyers (customers) to deliver information directly to the target audience.This may be a different kind of advertising, or the various PR-technology.
After that comes the stage of sales promotion.
By this stage include the carrying out of various actions, lotteries, offering sales and discounts of various types.Such approaches noticeably enliven the consumer, leading to a marked increase in demand for the product or service in the short term.
next stage of marketing communications is a direct marketing and personal selling.
This stage provides a direct and personal contact with the seller by the buyer.It happens not only in the form of live communication, as to that communication, can be attributed to the correspondence with potential buyers, communication by means of communication lines (internet, TV, telephone).Often, however, at this stage may be a rejection of consumer goods.Since the preparation of the various letters and notifications that are imposed on the buyer, they are not buyers rarely cause irritation, which is why in recent times such actions are spam and they started an active struggle.
Well, the last stage can be identified creation of information messages.
This stage is the crown of the previous ones.After all, information content and availability of such communications or consumer will buy your product, or vice versa to avoid it.To do this, there are entire academic institutions that deal with the impact on the consumer information for commercial purposes.
Thus, marketing communications is a complex of measures and practices aimed at early sales promotion through information technologies.
