What do marketers need to know when communicating?

Let’s start by differentiating ‘Marketing’ from ‘Marketing Communications.’ The first one is the whole marketing concept; it includes the marketing mix (Product, Price, Place, and Promotion). On the other hand, ‘Marketing communications’ contains only one of the 4 P’s of the marketing mix: Promotion.

Coordinating and integrating the brand’s communications channels that make it able to transmit a message to your target audience about your product or brand is what integrated marketing communication is.

What are the Integrated Marketing Communications elements?

There are five different elements or promotion tools that are part of integrated marketing communications; let’s talk about each one.

Don’t panic; I’ll show you some examples (don’t judge the examples, I am into baby diapers, two kids, that’s all I see around).

Watch this Pampers ad under the ‘#Ittakes2’ campaign as an example of a paid message.

1. Advertising: paid messages delivered via traditional or digital media by a brand. Traditional media refers to TV, Radio, Billboards, Print, or Point of Sale visuals, while digital media refers to websites, social channels, or search engines.

This type of paid message helps the brand increase credibility, reach a massive number of target customers, and be used throughout the funnel. In terms of perception, traditional media can be seen as less personal, while digital media can feel more personalized.

2. Public Relations & Sponsorships:

The focus here is to generate a favorable attitude or opinion about the brand and its products. To do this, there is a type of ‘planned communication’ that helps achieve this goal. Public Relations aims to increase positivity towards the brand in influential media such as newspapers, magazines, shows, social media, or blogs. Like advertising, this element can be used throughout the funnel, but it’s a little bit more reliable to customers than advertising. It’s disguised as news or event and can reach potential customers trying to avoid traditional advertising. Costs are lower than in advertising, and in some cases, can be free.

See this example of an article written about Pampers campaign.[1]
[1] Forbes.com’ “Pampers Proves To Marketers That Doing Is More Powerful Than Saying”.

3. Personal Selling: There is a way of reaching customers in a one-to-one format: company representatives are connected with consumers and present the products in person, by phone, e-mail, or chat. The idea here is to create a personal relationship with the brand or product. Effectiveness is concentrated in the lower funnel goals, like preferences or action. It is a bit more expensive than the other elements because it builds a relationship with the customer and needs investment on your sales team.

4. Direct Marketing: Directly selling to consumers using traditional mail, catalogs, emails, social mobile, and push or text messages. This direct and personalized communication can be extremely targeted and create customer engagement.

5. Sales Promotions: This kind of communication is based on demand-stimulating activities. For example: ‘buy one get one free’ options, seasonal discounts, contests, samples, or special coupons. Lower-funnel goals are aimed by this type of promotion, attracting customers’ attention to make their purchase.

Now you understand what integrated marketing communications are and their different elements, you can start building your marketing communication campaign based on what your goals are, which part of the funnel you are trying to reach, and how to use your budget to reach your goals.

I hope you liked today’s “Let’s talk about…” topic; I look forward to reading your comments and positions about it!

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