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Marketing Communications

For people to understand each other, they need to converse. To spread the message or idea to another party, a person must communicate to them. This is not different in terms of marketing. In order to get the message across to the targeted market, related media must be used. The formal term for this type of communication is marketing communication. This kind of communication is also coined as integrated marketing communications. Examples of media used in this type of communications are advertising, promotion, packaging, direct marketing, sponsorship and the likes.

The traditional way on this type of marketing is through the use of traditional channels such as the use of TV ads, radio ads and newsprint. These are already considered traditional ways because it has already been used in such a very long period of time. With all honesty, this type of communication is still effective but everything in this world changes and the way of communication is not an exception to that rule.

The new communication of marketing is through the use of the internet. The internet has a lot of use in terms of business to business marketing. It has greatly benefited from the success of the internet. With the internet, the mode of communication is limitless. One can make an article just like in the newsprint. A video can also be made and uploaded to the internet. One can also make voice ads just like in the radio. A very own website can be created so that all the information pertaining to the product or service can be placed on that site so that everyone can see. With the rise of social networking sites, it has opened another avenue to communicate with the targeted market.

To further differentiate the traditional from the new trend of communication, you must take notice on how articles are submitted to be advertised. Before, it is given to newspaper or other form of print media and hope that it will be accepted but now, with the internet, all you have to do is just make an article and give it to article directories and it will be published. The simplicity and quickness is very evident if the internet is being used. Another example is the use of video for advertising. Before the only way is through TV ad slots and it entails too much cost but with the internet, only you have to do is upload the video on a free video repository and it is ready to be everyone to be seen. With this, it is perfect vehicle if you are on a tight budget.

If everything is taken a closer look, the difference is only the way it is being delivered but the concept remains the same. Just like for article marketing, articles are still written but it is just sent via internet rather than to newspaper or other newsprint. It is the same with the use of videos, videos are to be made but now it is just posted in YouTube for everyone to see.

In conclusion, everything is changing and you must be up to date of the change especially when it comes to marketing because it may be the reason for the rise or fall of your business.

What Internet Marketing Services Are Available?

Internet marketing is a pretty broad term – encapsulating a whole host of different techniques.

However, in short, Internet marketing services are ultimately all about ensuring that your business’ online presence is one that is effective – successfully converting website traffic into sales.

Acting as an umbrella term for a variety of disciplines, there are a number of Internet marketing services that you might find; here are just some of the most important ones, explained:

Search Engine Optimisation –

Search engine optimisation is one of the most commonly found Internet marketing services out there. In basic terms, SEO is the process of optimizing a website so that it will be indexed higher up on an SERP (search engine results page).

This can involve creating backlinks, editing content so that it is more search engine friendly or editing HTML coding to increase the relevance to the keyword that is ultimately going to improve your rank.

Email Marketing –

Email marketing is a direct example of Internet marketing services, utilising the medium of email to promote a brand’s message. Successful email marketing campaigns will see relationships with existing customers significantly enhanced – whilst at the same time leading to the acquisition of new customers.

Campaigns will also promote sales activity amongst that existing customer base, as well as advertising new products.

Pay Per Click Marketing –

Pay per click marketing is another of the most used Internet marketing services. Typically pay per click marketing is a form of Internet advertising that utilises adverts to drive traffic to a website.

Google is one of the most common platforms for pay per click adverts, with ads being displayed on the SERP – depending on the relevance of the ad’s keywords to the original search term.

Microsoft adCenter, Yahoo! Search Marketing and Google AdWords are the biggest of the PPC (pay per click) providers out there – operating via a system where a user bids on a keyword that is relevant to their company’s market or industry.

Social Media Marketing –

One of the fastest growing areas of Internet marketing, social media marketing is another of those Internet marketing services that has become increasingly vital for businesses looking to grow in stature.

This practice will see advertisers promote new companies, products or services using social media platforms. Whilst many of the techniques that are applied in traditional marketing are present, social media’s huge popularity on the Internet makes it possible to reach a much larger market than ever before.

Social media marketing will typically utilise eye-catching content to create a buzz on social networks – such as Facebook, Twitter and Foursquare – with the ultimate aim of getting that content shared, as a result spreading the message.

Search Analytics –

Internet marketing services will sometimes take data and analyse it to allow a greater understanding of a number of processes – search analytics is just that.

Search analytics involves taking statistics provided by search engines – such as search volume trends, advert spending and keyword monitoring – to improve the overall performance of search engine marketing and search engine optimisation campaigns.

Developing A New Marketing Communications Plan For Small And Midsized Companies

As you begin, or refine, your marketing and marketing communications planning for the coming year, you’re probably a little uneasy about whether you’re maximizing your strategy, budget, plan, executions and measurement. Whether you’re a B2C, B2B or nonprofit marketer, it might help to know you’re not alone. It’s always a challenge to develop these plans, but especially now.

In fact, 93 percent of Chief Marketing Officers say they’re under more pressure to deliver significant ROI, while only eight percent say they can determine ROI for their social media efforts.

Marketing And Marketing Communications Challenges
Our continued unsettled economic and political landscape and changing demographic patterns, coupled with the explosion of new communications tactics, along with a plain lack of trust between buyers and sellers, has led to the increasing levels of uncertainty that we all feel. In developing new plans and strategies, this translates into a host of considerations:

  • Expenditures for major media (as led by television, yes television) and marketing services (as led by sales promotion) in the U.S. are projected to total an all-time high of $406 billion in 2015. That’s a staggering $1,262 per person (Zenith Optimedia)! Beyond the dollars, that’s a lot of clutter and competition.
  • Conversely, median household income declined 8.7 percent between 1999 and 2013 to $51,939 (Census Bureau Current Population Survey). During this time, most buyers have learned how to spend their hard earned dollars more cautiously.
  • The two largest and most important age cohorts are very different. Millennials are more willing to buy lesser known brands, don’t see ownership per se as an aspiration, and are cash strapped. On the other hand, the brand loyal Boomers will account for about 70 percent of U.S. disposable income in 2017 (Quirk’s Market Research).
  • No one expected the efficiency and simplicity of emails to reach today’s volume, as businesses now spend nearly one-third of their work week managing them (McKeney & Company). Maybe declaring an email holiday is in order.

And, if you’re unsure or apprehensive about next year, perhaps your customers and prospects are too.

Improving Marketing And Marketing Communications ROI
So what can be done to develop a better overall program? I believe there are important steps you should consider for improving ROI.

1. You really need to know what your customers and prospects want and need, how they perceive your product or service, and how your brand stacks up to completion. Avoid corporate myths and mere opinion, and employ market research to focus your planning.

2. Be sure to understand the full demographic scope of your customers and prospects today and how they will change in the future. Consider the continuing dramatic growth of the Asian and Hispanic populations and include them in your planning.

3. Make sure your employees, reps and distributors completely understand, believe and can articulate your brand promise. Encouraging them to be dedicated brand ambassadors can dramatically increase your brand’s awareness and positive reputation.

4. Go out of your way to be media neutral. With so many new tactics to explore, make sure that, when you compare traditional and new media, you know the difference between efficiency and effectiveness. For example, a recent Gallup study among 18,000 consumers reported that 62 percent said social media had “no influence at all on their buying decision”.

5. Sharpen and integrate your messaging across media through a marketing communications audit. Before committing your already stretched revenues, conduct an audit to help determine the strengths and weaknesses of your program as a whole, as well as how each individual communications tactic and message does or does not meet your objectives.

Done properly, these actions will help you develop a more knowledgeable, coordinated, focused and profitable roadmap for next year’s journey. But how do you actually begin that journey?

Marketing Communications Consultants Add Value
No one doubts that smart, dedicated people have been involved in developing your current marketing communications strategy, budget and plan. But, if you’re like most small and midsized companies, your people are probably stretched to the limit, and/or simply may not possess the background to oversee this process in the most knowledgeable way.

Because of this many companies have partnered with established, senior level consultants, to help develop, refine and, if appropriate, implement the program. If you consider this option, make sure the consultant has extensive experiences across disciplines, as well as a variety of industries and brands, so he or she won’t be trapped by the “this is the way we’ve always done it” mentality. You want an apolitical team, with a willingness to “tell it like it is”. Fresh eyes can be a major asset to your profitable growth.

In today’s challenging environment, a focus on upfront planning can go a long way toward improving your marketing communications ROI.