What is Journal Marketing Communications

In order to survive and achieve business sales in the fierce market today, having a good product is not enough. Which is more important is whether the brand of the business is known to customers or not, how to make customers like them and become their first choice. The most important thing now is that you need to plan a detailed media marekting or advertising strategy, come up with a timeline, and seriously implement it to get the best results.

Consumers today have become much smarter, it is not enough for businesses to advertise with them so that they know the functions, advantages and benefits of the product. It's very important to build relationships with customers and maintain this relationship. It is easy to let customers know, but for customers to trust and love is very difficult. This depends a lot on how the business communicates.

Various forms of journal marketing communications

In reality, businesses have many diversified methods of communicating with customers, but they can still be distinguished into two main categories:

• Non-personal communications, such as advertisements, point-of-sale items, sales promotion, electronic media and public relations.
• Personal (face-to-face) communication, namely face-to-face meetings between salespeople and customers, such as direct sales or phone service center.

So it can be said that there are quite a few forms of communication for businesses to choose from, they can use one type alone, or use a set of techniques at the same time, if necessary, to achieve efficiency. maximum within budget possibilities.

Advertising is a common means of non-personal communication, using media such as newspapers, television, radio, billboards, posters etc. However, there are still many issues that need to be carefully considered before making a decision to spend on advertising. For example, many people think that advertising is wasteful, consuming the media can be more effective if used on selling through personal contact.

So the problem is how to define the appropriate mixed communication strategy.

Communication goals

Target Building Awareness (Awareness building)

Make potential customers aware of your presence and the product you offer, the purpose is when the customer has a demand for the product or service you provide, the customer immediately remembers. to your brand, product.

Objective of information (informational)

• Inform the market, customers about new products, introduce a new product to the market
• Notification of price change.
• Introduction and description of available services.
• Correct false perceptions.
• Build a special image.

Persuasive target (persuasive)

• Perception of product properties.
• Adjust customer attitudes and behaviors.
• Stimulating demand (convincing customers to buy now).
• Convince potential customers to receive more information:
• Creating opportunities that lead to a purchase
• Provide information upon request.

Target reminder (remiding)

• Remind customers that in the future they may need a product / service
• Remind customers where the product is sold
• Maintain customer awareness of products / services at the highest level
• Be in the group of products / services to be considered and considered

Brand building goals

In these types of communication, the brand is very clearly present and what people want to say through the brand is also shown very clearly. And also there may not be any other details (eg address ...) (sciencedirect)

Change perception (change perception)

These types of communication are responsible for changing the perception of the business from one to the other. If successful, you can say: When I think of brand XXX I immediately think of YYY. They convey powerful messages and claims of positioning.

Selling target (sell a product)

There is usually something "right away". If they do, there will be rewards and the response is maximized.

Utilize competition goals

Widely used in vehicle advertising, computer advertising ... any industry where customers are easily affected by product highlights.

Be careful with this type of communication because it is easy to be sued for deceiving customers.

Develop a communication strategy

Communication strategy is part of the market strategy. A specific communication strategy creates a necessary direction for all communication activities, it helps businesses deliver their messages to customers quickly and effectively, thereby creating a solid position. in customer perceptions.

Communication strategy including

Target audience

It is clear that you have a clear definition of who will be receiving your communications. You also need to have a clear distinction between existing and potential customers, because between these two you will be able to send different messages using different media.

In addition, you need to consider the factors that make the difference between one group of customers from another. Differences can be identified by needs, age, geography, income, psychology or lifestyle.

It should be noted that the larger the number of people you are trying to communicate to, the less specific and unconvincing your message will be.

Location messages

By positioning, you choose for yourself a position in the mind of the client. Nowadays, customers seem overwhelmed because they are the target of so many communication messages, almost anytime, anywhere. In the midst of such a forest of communication messages, a good positioning gives you a chance to find your way into the perception and thinking of your customers and stay there for the long term.

Communication objectives

The communication goal is what you want to achieve through a communication program. Communication goals can be to build an image or value for a brand; increase customer awareness of a product or service; notice of a promotion; introduce a new product and the benefits it brings to customers; Sunlight misconceptions about a brand, a company, etc. Defining specific communication goals, giving you the basis to measure the effectiveness of a communication program

The outreach strategy and the message to be conveyed

Only with your understanding of the customer and the market can you build an effective customer outreach strategy. You also need to define what message you want to convey to your customers, which is a reflection of your efforts to take a place in the mind of the customer that you have positioned.

That message can be communicated to customers by a single medium or a combination of different media, depending on the characteristics of the customer and the market, depending on your capabilities.

Communication and business efficiency

Like it or not, communication must be effective in business, and therefore needs to be measured. Communication effectiveness is measured by comparing the effectiveness achieved with the communication goal set out in the first place.

In addition, one compares the costs it takes between different media to reach a specific unit of measure. An example of communication performance goals and measures: You set a goal that at least 80% of your target customers will be able to recognize a new product within 3 months, and after 3 months of starting. In a communication program, you do a customer poll to check what percentage of customers are aware of your new product offering.

Pursuit

A completely new product, meeting an urgent need of customers, is often easier to enter people's hearts than a product that is not different from other similar products, and participates in the same market. . Building a brand requires persistence and a long-term communication strategy.

28 most effective marketing communication tools in 2019

1. Television advisement
2. Outdoor advertising
3. Nationwide report advertising
4. Specialized magazine advertising
5. Mobile advertising
6. Leaflets insert newspaper
7. Media relations (PR)
8. Sponsorship and events
9. Customer Conference
10. Technical seminars, seminars
11. Direct correspondence
12. Promotion
13. Exhibitions and fairs
14. POSM
15. Celebrity (celebrity, spokesperson and representative)
16. Electronics (phone, sms, TV show)
17. Packaging Products
18. Employee
19. Salesman
20. Social marketing, charity
21. WOM
22. Internet advertising
23. Website, e-catalog
24. Social Network
25. Forum
26. Blog
27. Email (email)
28. Search

Source: Blebees.com

source https://blebees.com/journal-marketing-communications/