Developing effective marketing communications is difficult and complicated. However, before any communications plans can be developed, it is vital to invest time in getting the objective for any communication activity right from the outset. I would argue that is actually the most important part of the communication strategy. There are many more permutations of media, content and touch-points than ever before. This means the process of planning all this multi-channel, often multimarket communication can get very complicated. But by having a clear objective and the right kind of objective, it is possible to keep things as simple as possible.
Marketing communications includes all channels and media used to engage target audiences, from PR to advertising, sales promotions to packaging design. In the past whilst communication activities may have had individual strategies, they rarely had strategies that ‘touched’ each other. Different channels were used to do different jobs and as long as the jobs got done, then that was fine. More recently, several new factors have emerged to challenge this way of working and as a result it is important that you question your assumptions about the media world to ensure that it reflects a landscape that is changing in some fast and fundamental ways. It will also help inform your decision on which marketing communications channels to use for your business.
– Don’t assume that mass coverage is necessary
– Don’t assume communications is one-way
– Because there are lots of available media doesn’t mean you have to use them
One of the benefits of following your target audience on their journey to purchase is a more efficient and impactful marketing spend which will enable you to surround your target customer at multiple touch-points throughout their journey to purchase with one consistent message and a strong call to action.