Role of Communication Mix in Marketing
Designing the right marketing mix involves the four P’s i. If you are in the field of marketing communications, then you must coordinate your efforts towards the last P of the marketing mix – Promotion. Creating an effective marketing communication mix through a well-researched strategy will not only help your reach out to your customers but also help you adapt to the ever-changing marketing environment. If you don’t know who your audience is, you can’t decide on what to communicate, how to communicate, when, where and who will communicate the company’s message.
Therefore, the first step to building a marketing communication mix is to identify your target audience. The six stages that consumers normally go through before buying a product are – awareness, knowledge, liking, preference, conviction and purchase. For more insights on creating the right marketing communications mix, skip right ahead to this course on effectively managing your digital Marketing Campaign. You must design your communication mix so as to address all these aspects as well as the organization’s objectives in delivering the message and moving the target audience towards a favourable stage.
Your promotional messages must not only be catchy and hold the consumers’ attention but also compel them to like your product and make a purchase. Putting the message content together and choosing the appropriate communication media either through personal or non-personal channels is an important part of delivering the right message at the right time.
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