Question

Communications is an increasingly important and strategic part of the “Marketing Mix”. What is communication, what are the available channels to a company and why must a company ensure that its messages are effective in marketing the product and its position in the market? Why should a company measure its communications effectiveness?

Answer 1

The Four C’s of Marketing are: Consumer, Cost, Convenience and Communication.

Communication is the process by which the company reaches out to their audience not only through one-way promotion but also listens to feedback and tips how to improve the product more.

Communication is a two way process. Instead of the usual marketing mix that involves only promotion, it involves having to listen to the demands and needs of the client, and coming up with a message to send to them on how the product fulfils their need.

Traditional Integrated Marketing Communications Mix consists of 5 elements: Advertising, Public Relations, Sales Promotion, Personal Selling and Direct Marketing. As Marketing has evolved quite rapidly and as the result of Digital Marketing, The Modern Integrated Marketing Communications Mix, however, contains more than just 5 simple elements. They are Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing, Social Media, Trade Shows/ Exhibitions/ Events, Web Development and E-commerce, Research & Strategic Planning and Special Media.

Some tactics may overlap the other, but they will assist one another in a marketing plan. It is important to determine which ones work best for your brand, service, products. It is not necessary to use all elements in a marketing plan to avoid wasting money and resources.