 |
This article has multiple issues. Please help improve it or discuss these issues on the talk page.
|
| Marketing |
|---|
| Key concepts |
| Promotional contents |
| Promotional media |
Marketing Communications (or MarCom or Integrated Marketing Communications) are market. Marketing communications is the “promotion” part of the “Marketing Mix” or the “four Ps”: price, place, promotion, and product.
Contents |
[edit] Marketing communicators
Those who practice online marketing are termed marketing communicators, marketing communication managers, or more briefly, marcom managers.
[edit] Communication process
The communication process is sender-encoding-transmission device-decoding-receiver, which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media (television, radio, magazines, and others). Messages travel to audiences through various transmission devices. The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver’s senses. Consumers both hear and see television ads. Others consumers handle (touch) and read (see) a coupon offer. One obstacle that prevents marketing messages from being efficient and effective is called barrier. Barrier is anything that distorts or disrupts a message. It can occur at any stage in the communication process. The most common form of noise affecting marketing communication is clutter.[1]
[edit] Business trends
Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization – a consistent “look & feel”. Many trends in business can be attributed to marketing communications; for example: the transition from elevator pitch.
[edit] Social media
Social commercials are rising, thanks to services like YouTube and Vimeo. According to a 2011 study, “88% of all companies that have conducted social media advertising are satisfied with it.” [2] Indeed, social commercials are steadily permeating our everyday lives, in the forms of billboards, apps, TV, and even print media.
[edit] Branding
In branding, every opportunity to impress the organization’s (or the individual’s) brand upon the customer is called a brand touch point (or brand contact point.) Examples include everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging. Thus, every experiential opportunity that an organization creates for its stakeholders or customers is a brand touch point. Hence, it is vitally important for brand strategists and managers to survey all of their organization’s brand touch points and control for the stakeholder’s or customer’s experience. Marketing communications, as a vehicle of an organization’s brand management, is concerned with the promotion of an organization’s brand, product(s) and/or service(s) to stakeholders and prospective customers through these touch points.
[edit] Focus
Marketing communications is focused on the product/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications is primarily concerned with demand generation and product/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation, etc.
[edit] References
- ^ Clow, Kenneth E & Donald Baack. “Integrated Advertising Promotion and Marketing Communications”, 3rd Edition, Upper Saddle River, 2007(6-7).
- ^ http://kinetictypography.com/statistical-study-on-social-commercials/
[edit] External links
- The Journal of Integrated Marketing Communications
- STC Marketing Communication Special Interest Group
This article uses material from the Wikipedia article video marketing, which is released under the Creative Commons Attribution-Share-Alike License 3.0.
