Modes of Marketing Communication

Marketing Communication is an activity that helps marketers to manage and determine the demand for their offerings. This is the age of customer-based offering. Therefore, marketers must carefully adopt the demand-based strategy instead of the supply based one. The interesting role of communication in this process is to better forecast on the predict the need of one’s customers. The communication made must be catered to the needs and wants of one’s target audience.

The first step is the basic offer. The basic offer consists the normal and additional benefits of the products and pitches them to the consumers. The objective here is the main focus. The prime focus of this offer remains on customer satisfaction and fulfillment. Factors like price, product availability, stock capacity, delivery capacity, credit terms, loans, and warranties are encompassed with the basic offer. (Source: Master’s Communication)

Next, it shifts to the mode-Persuasive Communication. Communication here is to improve the product’s impression and increase trust in the minds of the customers. Increasing the trust element is a one-way ticket to ensure sales. The messaging can include personal messaging, ads, social media, publicity, and sponsorship.

Mode 3 includes Promotional inducements. Additional benefits that are offered beyond basic offer benefits are called promotional inducements. These inducements are used to motivate specific behavior from customers.
Lastly, we must understand that the concepts of marketing and communication exist in conjugation with each other and not in the absence of it. It is essential to understand and implement it too.

Author: Digital Onca

Digital Onca is a blog that documents the concepts of Digital Marketing and Public Relations. Digital Onca is the effort to stay with the times, understand more deeply, more closely the working of a digital space that is steadfastly emerging around us.

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