How Do I Choose the Best Marketing Communication Strategy?

The brand image assets established by an efficient communication system are no longer as simple as popularity, reputation or loyal consumption when we first studied brand theory. Brands have been able to reflect many realistic, potential, and intangible Tangible and irreplaceable value, and benefit the owner a lot.

Brand communication strategy

(Communications terminology)

Brand communication strategy is an enterprise's strategy in the internal and external communication of the brand, which constitutes one of the three major components of brand strategy (brand building strategy, brand management strategy).

On-the-fly analysis of marketing communication strategies

At this stage, the brand strategy and marketing communications of Chinese companies have generally entered a clear stagnation period, and they have encountered growing pains.

Five weird phenomena of marketing communication: rampant decline, speculation, chaos, scolding, blocking;

Causes of pale and lack of marketing communication: institutional environment, competitive environment, survival mentality, violent tendencies, unbearable loneliness;

To solve the long-standing legacy and existing competition problems, we must understand the scientific and efficient system of brand strategy dissemination and adhere to the road of high-level competition.

4Ps Brand Communication Strategy 4Ps

The 4P theory originated in the United States in the 1960s and emerged with the introduction of the marketing mix theory. In 1953, Neil Borden coined the term "Marketing mix" in the inaugural speech of the American Academy of Marketing, which means that market demand is more or less to some extent It is affected by the so-called "marketing variables" or "marketing elements". In order to seek a certain market response, companies must effectively combine these elements to meet market demand and obtain maximum profits. There are actually dozens of elements in the marketing mix (the marketing mix originally proposed by Borden included 12 elements), and in 1960, McCarthy included them in his book "Basic Marketing" The elements are generally summarized into 4 categories: Product (Product), Price (Price), Channel (Place), Promotion (Promotion), that is, the famous 4Ps. In 1967, in the first edition of his best-selling book "Marketing Management: Analysis, Planning, and Control", Philip Kotler further confirmed the 4Ps-centric marketing mix approach, namely:

Product (Product): pay attention to the development function, requires the product to have a unique selling point, put the product's functional requirements first.

Price (Price): According to different market positioning, formulate different pricing strategies. The pricing of products is based on the company's brand strategy, focusing on the brand's gold content.

Distribution (Place): Enterprises do not directly face consumers, but focus on the cultivation of distributors and the establishment of sales networks. The contact between enterprises and consumers is carried out through distributors.

Promotion: Companies pay attention to changes in sales behaviors to stimulate consumers, and use short-term behaviors (such as profit taking, buy one get one free, marketing scene atmosphere, etc.) to promote consumption growth, attract consumers from other brands or lead to early consumption To promote sales growth.

4Cs Brand Communication Strategy 4Cs

With the increasingly fierce market competition and faster and faster media transmission, 4Ps theory is increasingly challenged. In 1990, American scholar Professor Robert Lauterborn proposed the 4Cs marketing theory corresponding to the 4P of traditional marketing. 4C refers to Customer, Cost, Convenience, and Communication.

Customer: mainly refers to the needs of customers. Enterprises must first understand and research customers, and provide products according to customer needs. At the same time, companies provide not only products and services, but also the resulting customer value.

Cost: Not only the production cost of an enterprise, or the Price in 4P, it also includes the cost of the customer's purchase. It also means that the ideal situation of product pricing should be lower than the psychological price of the customer. It can also make the business profitable. In addition, the intermediate customer's purchase cost includes not only its currency expenditure, but also the time, physical and energy expenditure, and purchase risk.

Convenience: When a customer purchases a certain product, in addition to spending a certain amount of money, it also takes a certain amount of time, energy and physical strength, which constitute the total cost of the customer. Therefore, the total customer cost includes money cost, time cost, mental cost and physical cost. When customers purchase goods, they always want to minimize the relevant costs, including currency, time, mentality, and physical strength, so as to maximize their satisfaction. Therefore, retail companies must consider what customers are willing to pay to meet demand. Total customer cost. " Efforts to reduce the total cost of customer purchases, such as lowering the cost of product purchases and marketing costs to reduce the price of goods to reduce the customer's currency costs; strive to improve work efficiency, minimize customer time expenditures, and save customer purchase time; Multiple channels provide customers with detailed information, provide customers with good after-sales service, and reduce customer mental and physical costs.

Communication: It is used instead of the corresponding Promotion in 4P. 4Cs marketing theory believes that enterprises should establish a new type of corporate / customer relationship based on common interests through active and effective two-way communication with customers. This is no longer a one-way promotion and persuasion of customers, but a way to achieve their goals at the same time in the communication between the two parties.

Integrated Marketing Communication Theory

The core idea of integrated marketing communication IMC is to unify all communication activities related to the marketing of enterprises.

Integrated marketing communication covers advertising, promotion, public relations, direct marketing, CI, packaging, news media and other communication activities within the scope of marketing activities on the one hand; on the other hand, it enables enterprises to communicate unified communication information to consumers . Therefore, integrated marketing communications is also known as Speak With One Voice, which is a unified strategy for marketing communications.

The development of integrated marketing communication is the most important development in the marketing industry in the 1990s. The theory of integrated marketing communication has also been widely recognized by the business community and the marketing theory community. Integrated marketing communication theory, as a highly practical operational theory, emerged in the United States, where the commodity economy is most developed. In the context of economic globalization, in recent years, the theory of integrated marketing communication has also been widely spread in China, and there has been an "integrated marketing fever".

Brand communication strategy sound wave communication theory

Acoustic Communication is the first self-contained brand theory in China. It has the dual attributes of international vision and local practice. Acoustic communication is even more valuable: it integrates the essence of marketing, advertising, and journalism to meet the needs of enterprise development in the new era. Sound wave communication makes brand and communication more simple, clear, vivid and vivid. A brand is a life, and sound wave propagation is an attempt to describe the growth trajectory of this life. The concept of the sound wave circle was first proposed. The growth of an enterprise is the process of continuously expanding the sound wave circle. The core of the sound wave circle is the inherent strength-building your origin-that is, the sounding body, and then manufacturing it through various creative communication methods The sound eventually formed a sound wave. The main conclusion and focus of this research result is to propose a brand-new communication concept and communication form of sound wave communication, and try to construct a practical operation model to achieve a certain degree of brand communication theory and practice. Innovation and beyond.

The Sound Communication theory builds its own unique brand operation system, including four parts: brand sound planning (long-term, short-term), sound positioning, sound communication, and sound management (reducing the impact of negative sounds and improving positive sounds) ). Acoustic communication provides a brand-new theoretical framework for brands, and fills the gap of Chinese independent brand theory in international communication. It is another classic academic after Trout's positioning and Don Schultz's integrated marketing communication. .