Communication In Marketing
You need to consider that online marketing is now a very important part of general marketing. The Internet has generated the need to adjust the basic concepts of marketing into a new reality, where almost 80% of the strategies are focused on online media. On this article you will understand Why Is It Important To Have A Target Audience.
We then understand that, in order to work out the management of Promotion, many different options can be used as part of the marketing mix: advertisement, direct marketing, public relations, merchandising, online advertisement and promotion, etc.
Nowadays, the most common Marketing Strategies are based on a communication plan that combines several of these formulas, so the relation with consumers has been increasing and it is now more effective than in the past.
When we see an ad, we should think about this entire framework. The best communication campaigns tend to result from a deep understanding of a company’s activity and the 4 Ps of the marketing mix:
These are not the only factors that should be known, but they are indeed the key factors.
Convincing is not so simple, no matter how high the quality of the product, how interesting the idea, or how useful the service might be; especially if we have competitors that have offers on the market that are really similar to ours. Nowadays it is more difficult than ever to manage to be a well-known and well-liked brand by the public.
We are going through the Era of the Empowered Consumer, which places the figure of the customer at the core of management.
This continuous evolution has gradually modified marketing strategies and incorporated innovations in the methods of communicating messages to the consumer.
Whatever happens in the future, what marketing has learned is that it should base its work on paying attention to the needs, tastes, and desires of people.
Those in charge of communication and marketing need to be aware of the environment their company or organization works in. It isn’t just a necessity, but a real opportunity to design campaigns tailored to each specific situation.
How The User Behaves
The population pyramid or technological advancement of a country may seem like distant aspects; nonetheless, they influence the factors that enable us to conduct a business and cause, for example, changes in the distribution of products, in the manner in which messages are received, in people’s value systems, lifestyles, etc.
All individuals and roles we share or that set us apart in society have one aspect in common: we are an audience; that is, we access media.
Advertisements connect with the public when it is exercising its role as an audience. Which is why, besides knowing the behavior of the consumer in regards to products, services, ideas, or dreams, we marketers should ask ourselves the following question:
How Do We Behave In Regards To Media?
The manner in which a message is received and the conditions affecting its interpretation are elements that the communicator has to take into account. In case of marketing communication, we should consider two basic aspects:
- Advertisements are usually a content that is rejected by most of the audience. The excess of advertisements is one of the most common complaints by all types of media users.
- Media used to broadcast campaigns are not identical; they offer specific conditions depending on the manner in which they convey the message, and the effort and ability demanded of those who read, watch, listen or browse.
Therefore, it is necessary to comprehend the technical qualities of each medium in order to profit the most from them. But this is still not enough – it is also necessary to understand the behavior that takes place when turning on the radio; buying the newspaper; or sitting in front of a television, cinema, or computer screen as well.
Why Is It Important To Understand Your Audience?
Consumers nowadays are empowered to take charge of the manner in which they interact with media –at home, at work, and elsewhere. And since an ever-growing universe of contents and more powerful technologies keep changing the media panorama, sellers have the challenge of making sense of it all.
Almost All Media Interactions Are Multi-Screen
Understanding the way in which consumers use media and their behavior towards media and advertisement, helps us develop a strategy to attract consumers in a multi-screen world.
The sudden adoption of technologies and digital devices is boosting convergence, and we see how consumers use several screens to perform the same activities.
Nonetheless, we also see that each screen does not only serve its own purpose, but all of the consumers’ screens work hand-in-hand to form a cohesive experience.
The purchasing process as envisioned by the traditional funnel model has changed. The consumption of multi-screen media means purchase decisions take different paths, and each screen plays a fundamental role.
Average Time Is Consumed Through These 4 Devices:
Multi-Screen consumers value experiences that are interconnected across the screens they use and have high expectations for the future of media and advertisement experiences.
Through multi-screen campaigns, sellers have a unique opportunity to reach their audience at their environment with their tone and message, guaranteeing an increased relevance and results.
Who is a Multi-Screen Consumer and how does he behave?
The Multi-Screen Consumer is defined as an adult aged 18 through 64 that owns and uses a television, a computer, or a smartphone, and that accesses the internet at least 2-3 times a week using both his computer and smartphone.
As we can see, each screen has a different personality. While convergence is taking place in the way in which screens are being used, Multi-Screen Consumers still believe that each screen has its own personality.
These personalities have implications for the Consumer in regards to how his mind deals with media and how he receives advertisements on each screen.
Here is where opportunities materialize for those in charge of marketing.
The rules of the creative game and the tone reflected on advertisements depending on the personality of individual devices better fit the expectations of individual device consumers and their state of mind when using them.
Each screen has a unique potential to offer hard-hitting experiences that strengthen the methods for brand awareness.
But audiences are not just defined by the kind of device they use for connectivity, but also by the type of Content they consume.
By understanding how consumers interact in regards to devices and content consumption, we can truly devise the real shape of the customer segment chosen in our marketing plan as a target.
If you understand Why Is It Important To Have A Target Audience and Why Is It Important To Understand your Audience, you will be able to manage a more effective communication, which will imply more sales, more brand power, and more trust.