Marketing Communication Strategies

A model addressing changes in marketing strategies due to digital evolution and consumer empowerment.

Markets that have become divided into smaller, specialized groups instead of large mass markets.

Consumers have increased access to information and can influence brand messages themselves.

Technologies like smartphones, social media, and websites that facilitate communication between companies and consumers.

Targeting very specific segments of the market to cater to niche audiences.

A reduction in advertising spending on traditional media like TV, magazines, and newspapers.

Significant increase in advertising spending on digital platforms over recent years.

Platforms enabling consumers to share and create their own brand-related messages and experiences.

A process that includes sales presentations, customer relationships, and making sales.

Activities designed to engage the company's publics and build good relations with them.

The overall strategy that goes beyond traditional promotion tools.

The primary activities used by a company to engage and communicate with customers.

A strategy that combines various promotional methods to create a cohesive message.

The significant effect of online, mobile, and social media on marketing strategies.

Using mass-media techniques to sell standardized products to a large audience.

The evolving nature of marketing communications in response to digital advancements.

The movement towards creating content primarily for online platforms while still recognizing traditional media's importance.

Marketers who focus on creating, inspiring, and sharing brand messages across various channels.

Advertising that is purchased on platforms to reach targeted audiences.

Publicity gained through promotional efforts other than paid media, often through word-of-mouth or content sharing.

The media channels that a company controls, such as websites, blogs, and social media accounts.

Content that is shared across channels and networks, often created by your audience or community.

The process of tracking all interactions a customer has with a brand to enhance engagement and loyalty.

The party sending the message, such as Coca-Cola.

The process of converting thoughts into symbolic form for messages.

The set of symbols sent from sender to receiver, like a Coca-Cola ad.

Channels through which messages are transmitted, like TV or social media.

The process by which the receiver interprets the symbols in the message.

The party receiving the message, such as the consumer watching the ad.

Any interference that distorts or confuses the message during communication.

The response from the receiver back to the sender, indicating understanding or misunderstanding.

An example of a well-integrated marketing communications effort that uses both traditional and digital media.

Traditional media includes TV, print, and radio used to convey advertising messages to a broad audience.

Digital media involves online platforms, social media, and websites to engage customers and enhance experiences.

The process customers go through using multiple channels during their purchasing decision.

A section on Land Rover's website featuring adventure tales by photographers highlighting their experiences with the vehicle.

Creating meaningful interactions with customers to enhance their experience with the brand.

Using a combination of different marketing channels to reach and communicate with customers effectively.

The specific group of consumers a marketer aims to reach with their message.

The intended outcomes marketers wish to achieve from their communication efforts.

The complete experience a consumer has with a brand from awareness to advocacy.

Stages: Awareness, Appeal, Ask, Act, Advocacy that guide consumer interactions with a brand.

The stage where consumers first learn about a brand or product.

The stage where consumers develop a liking for the brand or product.

The final stage where consumers promote the brand to others.

When consumers actively interact or express interest in a brand.