Some of the Issues Affecting the Current Marketing Communication Strategies Are

It’s essential to understand who is a marketing manager what are his or her roles and what functions.

Communication in marketing channels can serve as the process by which influential information is conveyed, shared decision making is encouraged, programs are created, power is put into effect and commitment and loyalty are built. Communication is the bond that holds together channels of distribution. Marketing communication builds awareness of a business, its products and the business’s position through customer interaction materials such as brochures, press releases, web sites and other forms of direct, indirect and interactive marketing. Marketing communication represents the “voice” of the brand and is one way to establish a dialogue and build relationships with consumers (Kotler & Keller, 2007, p. 279). Altadena Computer Company must have an in-depth understanding of the company’s target audience and the process of buying, selling, and communicating to customers.

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

At this point we have done product planning, and have identified, defined and profiled the market segments to which we are going to target our product or service. Now we have to communicate our product or service. Marketing communications can be and are broken down as follows: Target, Intensity, Message, Medium, and Economics. This is another framework for doing marketing strategy, and is focused on communications between the company offering the product or service and the buyers of that product or service.

Modern marketing calls for more than developing a good product it attractively and making it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter.

Marketing communications also perform many functions for customers. They can advise the customers on how and why a product is used, by whom the product is used, and where and when. Customers should be taught about who makes the merchandise and what the corporation and brand stand for; and what incentives they can get.

This integration of marketing tools in association with the organisation’s strategic objective transmitted through a carefully chosen media, results in an effective integrated marketing communication strategy. This amalgamation of strategy, tool, message and media is called the marketing communication mix.

Integrated Marketing and Communication brings together all tools of marketing communication to send consistent messages to target audience.

3a “Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands that they sell.” (Kotler and Keller)

Marketing is perhaps the most important activity in a business because it forms the communication bond between the customers and the company, and it’s a key aspect of communicating the value of the product.

So the company has to make the audience aware that its product exists and to explain exactly what it does, especially soybean milk is a new product for British people. And then communications are creating favorable attitudes to the company and its brands. Meanwhile the company has to persuade customers and the trade that their brand has benefits that are superior to competitors. Effective communications become the key to market share. Because the product can win new customers and retain the existing customers by these methods. If the company does not to do the communications, customers would be seduced by other brands offering new benefits and values. Therefore, when they communicate with customers and trade, they have to focus on their brands are still reliable, relevant and good value for them.

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).

1.1 1.2 1 .3 1.4 15 1.6 1.7 1.8 1.9 1.10 1.11 1:12 Introduction The Role of Marketing Communication Concept of Marketing Communication The Occurrence of Marketing Communication The Sources of Misunderstanding in Communication Elements of the Promotion Mix Conclusion Summary Key Words Project Question

The purpose of this article is aims to explore the whether Integrated Marketing Communication could indeed be seen as an effort towards promotion in practice. Besides that, the second purpose of Integrated Marketing Communication is drawing out few challenges and future of integrated marketing communications for business. In this article the author discusses the concept of Integrated Marketing Communication. The Integrated Marketing Communication as an effective tool that can guide practitioners in developing and implementing marketing communications more consistent, systematic and efficient. The methodology of this article is using a variety of review of literature to obtain and collect information about Integrated Marketing Communication.