Multiple Forms Of Marketing Communication – Helping You Reach Your Widest Target Audience

You’ll have heard the saying ‘Don’t put all your eggs in one basket’ and when it comes to your marketing communications you really do need to take that on board! Using just one or two types of marketing communication can be a risky business.

But, just to confuse matters a little more (!), using too many different marketing communications can be just as dicey…

So, what direction should you be taking?

Well, in short, you should be focusing on 4 or 5 marvellous marketing communication types to ensure you have all avenues covered. Should you continue to focus on just one you can be sure that you won’t reach the widest audience possible. Also, what would happen if the one and only communication type you are using is no longer flavour of the month?

It goes without saying that your aim, where your business is concerned, is to reach as many people within your target audience as is possible.

No two people are the same – the world would be very boring if we were… So, to be sure that you are reaching all of these different personalities, it’s essential that you include a variety of marketing options to be sure you appeal to the largest chunk of this medley of personalities within your target audience.

As with many things these days, different marketing methods are in and out of fashion at the blink of an eye… If the marketing model you are using goes out of fashion overnight, you have a problem and will need to work quickly to implement something new. The trouble with this is that ‘rash’ decisions aren’t often good decisions. Plus, you’ll have lost valuable marketing time while you sort the issue out.

Also, different people have their likes and dislikes of various forms of communication. Some people love e-mail delivery, but you’ll have some who don’t even use e-mail (imagine that…) or they are so fed up with receiving e-mail in droves that it no longer has the desired effect. Or, they may feel that the e-mail being sent doesn’t focus on relationship building and is too ‘salesy’ from the outset – the opt-out button is hit in one split second… So, it may be that the e-mail phobics would be better suited to direct mail.

Then there are those that don’t own a fax, but do use Facebook. They love social media and Blog reading, so maybe that’s how you should be marketing to them.

So you catch the drift. What one person likes, the next person doesn’t. Your quest is to find out who likes what and the types of communication that people will marvel at!

For example, if you look and note that a proportion of your target market is male, age 18-35 and living in an urban area. It is likely that social media communications would be a better fit than direct mail.

To fulfil your quest, you need to be sure to test and track your marketing. You could even ask for feedback on your marketing methods to help you understand what is liked best and by who.

So, in summary, to be sure that your marketing system is durable and robust:-

– Never focus on just one lonesome type of marketing communication

– Be sure to interface multiple marketing communications

– Track and test what type of communication works best and with who

– Ask for feedback on your marketing communications

Multiple marketing communications are important to ensure that you reach the widest audience possible and to be sure that they get to know about your offering!

Midsized Company Marketing Communications – Five Major Considerations For 2014

Another year is ending, and economic uncertainty and Washington’s gridlock continue to plague consumers, companies and brands.

That said, life must go on. And whether you’re a business-to-consumer (B2C), business-to-business (B2B), or nonprofit organization, the question remains as to what marketing and marketing communications investments, strategies and tactics should you employ in the year ahead. My thoughts on achieving profitable sales growth are as follows. Some may surprise you.

  1. It’s Time to Increase Marketing Communications Spending
    You probably haven’t heard many pundits talk about increasing marketing communications investments in 2014. However, you probably haven’t heard much about what Congress is considering in this area either. Did you know that Congress is now reviewing a reduction of the current 100 percent deductibility of advertising spending?

    The current discussions center on permitting a deduction of only 50 percent of the costs in the year the advertising runs, and then amortizing the remaining 50 percent over the subsequent five or ten year period. In reality, a new tax on advertising.

    Both parties are pushing this, and while it is doubtful that anything will make it into law in 2014, once the process has started it’s very difficult to get it stopped. So, consider the significant opportunity that exists – for at least a year – to use increased spending to profitably build your brand in 2014.

  2. Employ Market Research to Further Understand Your Customer
    Many B2C and B2B marketers believe they understand everything that is important to their customers and prospects. But do they really?

    Rather than “thinking” you understand what’s really important to them, and how they perceive your brand versus competition, doesn’t it make good sense to conduct market research to uncover the real truth?

    In today’s fast changing world, your target audience has multiple ways of evaluating your product or service well before entering a store, placing an online order, or speaking with a sales person. And unless you constantly monitor their conversations on social media, you’ll never know, for sure, their attitudes and perceptions (or, perhaps more importantly, their misperceptions).

    Before you invest your precious marketing and marketing communications money and time, make it a priority to invest in fully understanding your target audience. Look before you leap!

  3. Improve Your Brand’s ROI with a Marketing Communications Audit
    Consider conducting a marketing communications audit to determine when, where and how to invest your time and money. An audit can provide you with an evaluation of the strengths and weaknesses of your existing program as a whole, as well how each marketing tactic does or does not meet your objectives.

    A marketing communications audit will help you determine:

    • What subject matter should be emphasized (or de-emphasized);
    • How to improve your budget allocation and media mix;
    • The fit of existing or planned theming, graphics, and tone and manner of all messaging;
    • A roadmap of how messages should be delivered across all media, both traditional and “new”

    Integrating your marketing communications in a holistic manner (with messaging that is important to your audience) before you commit marketing dollars can provide a significant opportunity to improve ROI.

  4. Recognize the Importance of the Creative Product
    With all of the focus over the past few years on the efficiency of media delivery, some marketers have forgotten that the creative product itself has been – and always will be – the key to effective marketing communications.

    If the creative product doesn’t break through the clutter and increase awareness, and if it doesn’t improve your image and convince your customers and prospects to buy, the delivery system you employ really won’t matter.

    This is true in all aspects of your communications – the website, content marketing communications, advertising, social media, public relations, direct mail, collateral materials, and even that latest cure all, “native advertising”.

    As Tom Bradley, head of marketing at Nestle once said, “the best source of marketing communications leverage is the quality of message. It’s not the media vehicle, new or traditional, that does or does not deliver.”

    And don’t settle for unproven creative practitioners or cut corners because of cost. Good creative work is priceless, so nurture the creative professionals you have to constantly deliver impactful messages that your audience can relate to and be engaged by. Make sure someone in your organization has the expertise to not only encourage brilliant creative work, but also to recognize it when he sees it. As the old adage goes, “you get what you pay for”.

  5. Marketing and Marketing Communications Consultants Can Improve ROI
    There will be challenges in the year ahead. Consumers are more demanding and knowledgeable, and along with businesses, have learned to purchase in new ways. Rapid changes in technology have created an “always on” media environment. A recent study by Forrester reports that 34 percent of marketers currently feel overwhelmed by change.

    If this hits home with you, now may be the time to tap into established, experienced, media neutral consultants. It’s an efficient use of your resources and can provide much needed objectivity to the choices you have to make.

    In this uncertain economic landscape, B2C and B2B marketers are already stretched to the limit. Many will benefit from candid and apolitical “fresh eyes” who are willing to tell it like it is.

    Above all, search for consultants with broad scope and senior level experience across industries and brands. This diversity of experience and their network of like-minded professionals can expand your horizons while keeping you on budget.

Success in the Year Ahead
There will be many other factors for marketers to consider in 2014 – recognizing a rapidly growing older population, the importance of the Latino community, globalization, the effectiveness of various content marketing tactics-to name a few. Hopefully, the five major considerations discussed above will challenge you to even deeper thinking for a more profitable year.

Explaining Customer Communications Management Technology For Marketing Communications Professionals

Customer Communications Management is a term highlighted by research companies such as Gartner Group, Forrester Research and Madison Advisors to define a convergent set of Information Technology solutions that together provide marketing communication professionals the ability to advance the way that they communicate with their customers.

Advocates of Customer Communications Management and its definition include Gartner Group, Forrester Research and Madison Advisors as well as a host of vendor organisations such as Pitney Bowes Group 1 Software, HP Exstream Software, Thunderhead, Xenos and EMC Document Sciences.

Initial Customer Communications Management concepts were focused upon the utilisation of company transactional documents. These documents such as bank statements, statement of account, invoices and other customer transactional documents were viewed as an ideal location in which to promote company products to customers.

The rationale behind this was cited in analyst research by Info Trends that, “transactional documents are opened and read by more than 90% of consumers. Because the average consumer is bombarded with advertising, e-mail, direct mail and other forms of solicitation each day, TransPromo can help you cut through the clutter and stand out.”

Not only are transactional documents more likely to be opened and observed than other types of document, they are also more likely to be studied for longer than say a direct mail piece. Thus, a company has an opportunity to communicate and promote its message to the customer.

The technology that supports customer communications management also allows sophistication in the content of the messages. Customer communications management technology may consist of the following components (of which you’ll find plenty of information on this site):

1. Data Extraction, Transform & Load software.
2. Data Management, Analysis and location intelligence software.
3. Data Hygiene database software.
4. Document composition software.
5. Electronic document archive software and perhaps payment processing functionality.
6. Print Stream Engineering / Post Processing Software.
7. Mailing compliance database software.
8. Printer Management Software.
9. High and medium volume production printers.
10. Envelope inserter machines such as those manufactured by Kern, Bowe or Pitney Bowes.
11. Email Marketing Software.
12. SMS Communication Software.
13. Mobile Media based content distribution software.
14. Entering the frame more recently social media distribution software.
15. Document Production Reporting Software

There are a number of key factors concerning the way in which the software assists the marketing communications professional.

The data extraction software presents marketers and business with an opportunity to combine data from multiple systems to enable a customer analysis. Through this customer analysis process it is possible for marketers to evaluate the marketing mix and position individual products to the customer in respect of relevance to the customer or the results of purchase propensity model.

The end result of this process will be the creation of a data model, data acquisition and decision rules that enable a document composition engine to follow its own set of document application rules to construct individual documents on the basis of data items contained within an individuals data record.

Thus the concept of one-to-one marketing is born.

It is theoretically possible at least that for a run of 100,000 statements, no statement will contain the same set of offers. Thus, clothing for women would not be marketed to men whilst ‘male gadgets’ would not be marketed to women.

But Customer Communications Management is not just about making offers to customers. It also provides companies with the opportunity to improve the clarity of their communications. Rather than producing line driven data in which it is difficult for a customer to extrapolate trends and a deepening of understanding in respect of his or her relationship with the supplying company, Customer Communications Management provides the opportunity for a company to deliver visual analysis through clear graphics and highlighted content.

The Document Composition engine is responsible for interpreting data and following a set of rules to create a set of documents that can either be printed or distributed electronically. The Document Composition engine usually produces either a print stream or, XML data.

Print streams are languages that printers use to instruct the print process. They are known as PDL’s or Page Description Language. Common print stream types include AFP, Xerox Metacode, VIPP, PCL and Postscript. There are numerous others but, in production printing environments these are probably the most common.

Sometimes the Document Composition Engine will output XML. The advantage of XML is that it may be repurposed either to print or to various electronic formats. Thus, XML provides a standard of interoperability between various computer software systems.

As documents move from the virtual data environment into becoming something physical, the may first need post processing. Post processing can be utilised to prepare a print job for production and distribution. This may include tasks such as the application of barcodes to deliver individual mail piece instructions to the inserters and to vary these in terms of the actual inserter being used. For example, one manufacturer’s inserter may require different barcode instructions to complete the same task than another.

Post processing does not only cover production preparation. One of the key cost considerations in Customer Communications Management is the cost of mailing. Various postal operators throughout the world offer discount schemes if a volume mail producer pre-sorts mail before despatch. As this process saves the postal operator considerable effort and cost, a discount is passed to the mail producer. Where mailing volumes are high, this discount figure can be significant to the mail producer where for example the Royal Mail in the UK will offer 18% discount to customers who pre-sort their mail into 120 ‘pots’.

Post processing may not suit all mail sortation needs however and for organisations who produce many smaller jobs, a Mail Sortation machine, situated as the very last element of the production process may be more suitable. Many smaller jobs can be aggregated through the day and then bundled together for a physical mail sortation process.

Sometimes, Post Processing may be an integral part of the document composition process and this may be more efficient from a production point of view because rather than creating a two step document creation and processing process, it can be delivered in a single step and as part of the major document application. This may save production time.

Print Management software controls the routing and distribution of print jobs to either a single production printer or a fleet of production printers. Print management software does not just provide routing as a benefit though, it also provides a mechanism for assured delivery (ensuring that all pages get printed) through communication and feedback from print devices and also provides management information that is useful for Document Production Managers.

Production printers in themselves have been a key driver in the development of Customer Communications Management as a concept. The advent of high speed, 90 page per minute and faster economic colour production printers in recent years has driven the usefulness and power of Customer Communications Management meaning that a company can produce ‘print shop’ quality documents ‘on the fly’ utilising data that may be infinitely variable as in one-to-one customer communications documents.

The final step of the process and the final major utiliser of data derived upstream in the inserting / mail finishing process. This is where paper documents are combined with envelopes and sealed. The inserter uses camera technology to read a barcode that provides a Piece ID, often combined with a data file produced by either the document composition application or the post processing engine.

By obtaining the Piece ID and performing a data file look-up, the inserter is able to determine factors such as the number of pages for a particular mail piece, whether any additional physical inserts are required (such as leaflets)and whether or not a piece should be out sorted for special human handling.

Thus the inserter is able to determine what should go in each envelope. Through further downstream cameras and sensors, it is also able to determine the integrity of a particular piece.

But this is not where Customer communications management ends. The provision of a document archive means that after a document has been created by the document composition engine, it can be made available to a company call centre or website. Call centre users benefit from being able to engage a customer by seeing the document that the customer has in his hand. This saves money in call centres speeding up call centre client query resolution times and meaning that call centres can handle more customers with fewer staff.

The delivery of documents via electronic channels is also seen as favourable, giving consumers a choice of document receipt method that suits their lifestyles. Combined with electronic payment, this may accelerate cash collection and thus improve a company’s cash flow position.

Relevance of communication is seen as key in overcrowded, competitive markets where service differentiation can be difficult. Documents that add value to the customer relationship add to differentiation and for many service oriented businesses and be a major factor in improving customer retention and acquisition.

Chief Marketing Officers are adopting Customer Communications Management because it heralds a world of new opportunity and a new way in which to develop customer relationships.