What Is Marketing Communications?

Marketing communication is the company's attempt to inform, persuade and remind consumers of the products and brand information it sells, directly or indirectly. In a sense, marketing communications represent the voice of the company and its brand, and they are a bridge for dialogue and relationships between the company and the consumer. Marketing communications can increase customer assets by strengthening customer loyalty. ^[1]

Marketing Communications

Marketing communication focuses on incorporating the company's brand and product release into the overall background of the strategic communication plan, creating a focused and consistent brand and product awareness, so as to achieve the best communication effect with high coverage and high impact.

At the same time, according to the characteristics and needs of the market and stakeholders, we are committed to assisting customers to create unique perspectives, creating exciting and memorable experiences for current consumers and potential consumers, and achieving short-term strong publicity shocks, sustainable communication effects and Long-term communication theme balance.

Marketing communication is one of the basic business of public relations consulting services. Its main services include: new product listing, product (brand) promotion, tour exhibition, dealer conference, user conference, customer loyalty program, etc.

Marketing communication is one of the most widely used marketing strategies, and its core purpose is to persuasion. Persuading consumers to change their attitudes, beliefs, or behavioral designs is a central way of persuasion.

Who says (source of information);

What to say (information);

To whom (recipient);

Communication channels (media);

What effect has been achieved.

STP theory, namely market target positioning, is the core content of strategic marketing. S, T, and P in the STP theory are abbreviations of the three English words Segmenting, Targeting, and Positioning, respectively, meaning market segmentation, target market, and market positioning. According to the STP theory, the market is a multi-level and diversified consumer demand aggregate. No company can meet all the needs. The company should segment the market to determine its target market and communicate the brand of the company to target consumers And positioning information, occupy a favorable position in their minds.

(I) SSubdivision

Market segmentation refers to segmenting the market for a certain product or service into a series of sub-markets based on the consumer's differentiated needs, and selecting the target market that is most suitable for them.

Enterprises can segment the market from three aspects: category segmentation, crowd segmentation, and region segmentation.

Category breakdown: such as shampoo, can be divided into anti-dandruff, anti-shedding, hair care and other categories according to product characteristics.

Crowd segmentation: Segmentation can be based on age, gender, income, education, and personality characteristics.

Regional segmentation: There are usually two methods. One is to divide the national market into four tiers according to the regional consumption level. For example, Shanghai and Beijing are the first tier markets. The rural areas are four tier markets.

Three Mistakes in Segmentation

1 category misunderstanding: want to sell everything

To be successful, one must do what he does best. By the same token, to succeed in the market, companies must sell their most competitive products. You must identify your own site, choose your own category, focus on breakthroughs, and do your best in a certain category, but you cannot sell everything and all markets. In that case, the enterprise will not have any core competitiveness.

2 Consumer Myths: Want to please everyone

Find out who your target consumers are, define your target consumers, and sell your products to these people, not everyone. Selling products to everyone will inevitably lead to products that are not targeted and cannot meet the individual needs of consumers. At the same time, it will also cause companies to misplace their strategies and communications. The so-called greed will be lost. If you want to sell everything, the result is likely that nobody wants to buy your things.

3 Geographical Mistakes: Always Want to Fully Blossom

Most corporate resources are limited, and it is unlikely that they will be nationwide. If there is no strong financial strength to support it, rushing to become a national market from the beginning will likely diversify its limited resources and strength, but it will not work hard to please.