The Need for and Improvement of Marketing Communications

In simplest terms, communication needs to occur for things to get done. On a social or global level, that means understanding one another's needs and potentially doing something to meet them. On a personal level, it means articulating the things that you feel and believe in a gesture to find common ground, and perhaps empathy. In marketing this means communicating a message that will get prospective consumers to act.

In order to do this successfully marketers must understand who their demographic are and what their interests are. From there they can determine how they will articulate their message. For instance, if it turns out their demographic is upper-middle class, and enjoy a high-end lifestyle, they should create aspirational ads, that evoke a dreamy, glamorous lifestyle, something that sets that product or activity apart from the norm, and thereby making it something exclusive, unobtainable by all.

Creating the message is just the beginning. After that, marketers must decide the best channels from which to communicate it. Is it a print magazine, if so, which one? Is it radio, TV, online? And which specific channels are the most appropriate? On radio and television this is a bit easier to determine. For instance your the demographic is teenagers, you're best off having your TV ad on a channel that plays teenage drama or comedy shows on weekday evenings, as teenagers are out of the house all day from Monday to Friday, and statiscally probably watch less of the nature channel and more of the CW.

At present, the internet is generally the most effective way to communicate a message. People are spending an increasing amount of their time online, so if using the right channels, companies have the ability to make a big impact.

Some of the most popular online communications channels include:

1. Email:

Despite the hype of social media communications, email is still leading the way in terms of online marketing. The objective of email marketers is not only to get people to open their email but to then take some sort of action. This means considering things like subject line and creating interactive content with easy to follow calls to action. Moreover, if guiding readers to a specific website, there should be clear instructions as to what you would like them to do there.

2. Social Media:

Social media communications channels such as Facebook, Twitter, Digg, and YouTube, have been a godsend to marketers for a number of reasons. For starters they encourage two-way conversations, something that's never really existed in marketing before. Brands are able to see exactly what people are saying about their products. Moreover, they can provoke the conversation by asking questions or setting up competitions. This not only gives them insight into what consumers think/want, but also instils consumer faith in their brand, as studies show that consumers like brands that are willing to interact and want real feedback.

The ability to reach their consumers using these channels, means that brands can also see how their followers, fans etc are communicating with other people they like. What they like to talk about, what they feel, what they read, and what they are concerned about is all available to brands. This is information that they can use to better define their proposition.

If you want somebody to do something, you have to find a way to let them know that. Whether directly or indirectly, the improvement of global communications channels has made that possible.


------

Adaptive Consultancy is a London based internet marketing company specialising in website design, eCommerce, and internet marketing, including SEO, PPC and SMO.
http://www.adaptiveconsultancy.com/internet-marketing-company