Taking a Look at Marketing Communication

Marketing Communication is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Maignan, 2005). Marketing communication is all about delivering the benefits of the products to the customers in order to generate sales and profits. In Business, total marketing communication programme is called ‘Communication/Promotional Mix’

Many approaches has been deliver one message to buyers across an company promotions, that may contain all types of media they are TV, radio, internet and mobile phones. Changes in communication technology and immediate access to data through tools such as the internet explain one of the reasons why marketing communications become so important. Now a day’s business workers, employees, consumers used to get the information and connect to other people and business are through phone and internet. The social and working places are changing, with lot of people having essential offices and texting on their phones or communicating through social media networks. Text messaging, internet phones, blogs are the ways consumers use to communicate to change the way companies doing business and their customers, for this companies realized to change their promotional strategies as well to reach specific audience. Advertisements on Face book are becoming more popular as business explores social media. Industries with marketing departments are depending on digital technology for managing content, reaching market goals, and organizing marketing research with the help of analytics. Digital technology becomes increasingly critical to the functions of marketing and customer service. Without an appropriate digital environment for conducting business, customers and clients may turned for making purchasing or hiring company’s services. Digital advertising will

This is achieved through having an in-depth understanding of the group 's needs and perspectives and effectively managing the relationship through communication.

New media is growing and must be developed to reach consumers where they are networking. Blogs, Vlogs, Podcasting, Mobile Marketing, Display Ads, and Social Networks can all be strategically used to help you accomplish communications objectives, but the plan must identify how.

The field of business contains various paths that are interconnected through communication. Marketing, more specifically, is a field that would be nothing without communication. At its very heart, marketing is the communication between a business to its existing and potential customers. What I have been told in my classes is that the field of marketing is ever-changing. Although base principles stay the same, people’s purchasing habits are constantly shifting along with culture and society. The communication between marketers and consumers is one that is vital to a company and can be the difference between success and failure. Through analyzing the TED Talk “What Physics Taught Me About Marketing” by Dan Cobley, it is apparent that there

De Efteling is the oldest amusement park of the world and the biggest in the Netherlands. Since de Efteling is an amusement park for children and families, they have a lot of competitors in that market.

I am interested in exploring how technologies have changed the communication flow in media, which is a top-down diffusion of information to bottom-up communication. Thus, for this assignment, I created two visual models in order to compare and contrast the communication flow between traditional media marketing and social media marketing. Traditional media includes broadcast media such as television and radio, print media such as magazines, newspapers, journals, and brochures, face-to-face communication like team meetings, billboards, telephones, and the like. Social media refers to any social networking websites such as Facebook, Twitter, Pinterest, Vimeo, etc.

Marketing refers to advertising of a product to a group or society using a selected array communication medium and each brand will require advertising its products to its customers so as to so as to improve its sales (Stokes & Lomax, 2008). Advertisement involves informing the customer regarding the product and service specifications, cost and value and how the product will benefit them. Most brands will provide only the positive aspects linked to the product or services and avoid discussing negative aspects as this can result in deterring the customers from purchasing it. Marketing also involved close analysis of the consumer market in determining consumer demand before developing suitable products that fit that category. This

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.

The media channels have played a crucial role in transmiting their campaign to the desired public. The shift on its marketing approach, by launching campaigns online and on social media before print and TV enabled a closer relationship with the online consumers and a way of creating an experience and a feeling with the campaign. The use of mass media by broadcasting the advert through british TV channels reaches most families that could potentially buy at the physical stores, whereas the online platforms reach audiences that could potentially make purchases at the E-store.

Raising awareness about the product a company has at hand is where business begins and it is a great teller of how successful the product will be in the competitive market. The art of communication has become a vital aspect and this is attributed to the fact that there are a wide variety of channels of communication that a company can employ. It is therefore advisable that as a company you be able to come up with a marketing strategy that will make your products stand out from the rest of the crowd. The company should be able to create a message that will be used in giving the product a position in the market. In the current world internet has changed the way business is being conducted and issues

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.

In attempt to better understand the field of marketing I read many articles by renowned scholars. However, two articles in particular caught my distinct attention. The first was by Michael Czinkota who researches international marketing issues at Georgetown University and the University at of Birmingham. International marketing has always intrigues me due to the professors that have expressed the need to become international due to globalization. Czinkota asked international executives on views of international marketing that brought up some enlightening terms to my mind. The first that spoke to me were opportunity and contentment. The article speaks about the opportunity that international marketers have to, “…unite the world with a better era of the human race as competitive cooperation supersedes the rules of total competition.” It is in the duty of international marketers to help nations with limited resources to overcome such inequalities and provide opportunities. The next was the term innovation in the sense of international marketing. This form of marketing allows for a rapid growth in innovation and thus further enhances prosperity for the people. Marketers can introduce a product to vast group of people at a rapid pace with use of international tools. Lastly was the description of fairness that is provoked through the use of international marketing in today’s world. With international marketing, the market has gained a better conscious for its products and how they

Communication takes places after identification and selection. Now the company must try and reach their audience that is their potential customer in order to communicate everything there is to know about the product and the potential benefits of choosing their brand.

Recently new changes in the market have led to variations and changes in marketing practices and communication management in organizations. There is no longer possibility to use one single marketing communication tool to achieve marketing communication purposes. (Kitchen et al. 2004). As a result, integrated marketing communication (IMC) approach appeared as a more efficient and sophisticated communication discipline that can rapidly respond to the increasingly market changes and conditions. (Kim et al. 2004). The new aspect of IMC is that technological developments have made it possible to put this idea into operational practice.(Kliatchko, 2005). In fact, the emergence and advancement in information and communication technology (ICT) are considered as one of the most significant background factors of IMC. (Kitchen et al, 2004. Gurau, 2008. Kliatchko, 2009). According to advanced technology solutions, IMC programs are able to capture precise data on customers. This means that database management is of crucial importance for the IMC approach. (Kliatchko,