MARKETING COMMUNICATIONS MIX

Marketing Communications Mix

Marketing Communications Mix

Introduction

Marketing Communication Mix is the "Promotion" of the Marketing Ps and covers every method and medium of communicating with the target audience. In many ways, the marketing communication mix is the heart of marketing strategy around which everything else in sales and marketing is predicated. If business consists of creating value and creating customers, Marketing Communication (MARCOM) covers exactly how you are going to create customer by taking the value message to the market. (Arens, 1998)

This report covers the elements of the Marketing Communication Mix and discusses how to optimize marketing communication process based on what you are trying to accomplish. The Marketing Communication Plan should be centered around the idea of Integrated Marketing Communication meaning that all of the components of communication mix are aligned and conveying the same message in the same way to the customers and target audience. As well, you should be aware of considerations pertinent to successful sales and marketing in today's high tech world.

Good promotion captures the imagination and is celebrated by sales and marketing professionals as well as the general public (see the much-touted NFL Super Bowl Ads for example). Stories abound of super-successful advertising campaigns that struck the right cord with the right message at the right time to create phenomenal results (the Canadian Cassie Awards annually showcase the best ads by Canadian advertisers and agencies). Promotion has the power not only to create sales but have an effect on the social consciousness as a whole.

The Marketing Communication Strategy page discusses the basics of marketing communication planning to the best advantage as per the business needs. The real secret to marketing communication success lies in diligent research and an understanding of human nature and the particular target audience. Creating a Marketing Communication Plan is necessary to create programs around and effectively utilize the various components of the marketing communication mix. What elements are you going to utilize first? How are the various elements going to interact with each other? How much is all of this going to cost? As with most things, careful planning in this regard will pay far greater dividends than the relatively haphazard spontaneous approach of "let's do what feels right".(Arens, 1998)

The Marketing Communication Plan may be relatively simple and consist of an ad in the Yellow Pages which works fine for the business. However, as you grow - and in order to grow - looking at successful new ways of communicating with target audience will keep you focused on essential value proposition and keep you connected to you what customers want in addition to create new customers.

The Marketing Communication Plan page is a step-by-step approach with examples of how we can put together an effective communications plan for the organization, product, service or idea. Integrated Marketing Communication is the last piece of the marketing communication mix puzzle and, according to the British Marketing Association requires that that "all brand contacts received by a customer or prospect for a product, service, or organization are ...