With a basic understanding of how marketing communications has evolved over the years, the concept of marketing automation, and the elements of marketing communication, we would now look to understand the basic strategy behind marketing communications development.
Steps to Developing a Communication Strategy
It is important that marketers approach the development of marketing communications in a planned and strategic manner. We are sharing the following seven key steps for developing a marketing communication strategy for a particular product or a portfolio for a firm.
- Researching perceptions to present communication efforts: As shared in the last section on technology and automation supporting marketing communication, this stage involves marketers researching and analyzing present consumer perceptions to their brands and the company’s portfolio of products at large. Key steps include:
- Identifying research objectives relative to a specific advertising and marketing communications strategy
- Compiling, comparing, and evaluating the results of quantitative/qualitative research findings relative to specific marketing communications
- Selecting a relevant sampling technique and sample size to be analyzed
- Gathering qualitative and quantitative data in a variety of ways relative to the communications objective (e.g., conducting interviews, user survey software)
- Drawing valid conclusions from the analysis of data for development of an advertising and marketing communications plan
- Setting the overall communication/positioning objectives: The purpose of any form of marketing communication is to provide information to the target audience on company’s specific objectives (new product launch, attracting new segment, getting present customer to buy more, rebranding–improving image of a present product, etc.). Typical objective areas could include any of the following depending upon consumers in various funnel stages and the brand’s specific positioning strategy:
- Awareness: To make customers aware of a new or revised product
- Preference: Communication elements to induce preference for a product or service offering
- Trial and repeat purchase: Persuade customer for trial and repeat purchase
- After image: Improving image of the brand in consumer’s mind post purchase
- Frequency and variety of use: Making customer visit the website frequently to buy other categories
- Promotional incentives: Incentivizing the customer at regular intervals with varied promotional offers to buy more
- Identifying target audiences: The primary goal in communicating with a target audience is to capture their attention. This step involves performing a market segmentation analysis, defining, and analyzing the target market/audience for specific marketing communications and selecting relevant consumer profiles with whom the communication would be shared. Target audiences should be divided into three key categories—consumer, customer, and influencer, and messages specific to each group should be created. Consumers are those who finally consume/use the product, customers are the ones who buy the product and might not necessarily use them, while influencers are the group which influence a purchase but might neither buy nor use the product.
- Detailed primary and secondary communication channels: involves the process of selecting the right media channels to deploy for communication and outlining the mix of integrated traditional and digital channels. In the previous section through the application of Digital Marketing Channel Mix Matrix, we have covered in detail the process of evaluation and selection of key communication channels which are being deployed these days for implementation across launch, growth, and established stages. Companies in this stage also need to decide on the channels which would be primary for them and the ones which are secondary based on budget availability and communication priorities. In the last part of this chapter, we would cover in greater detail, the key types of channels used for communication.
- Developing the communication message/creative plan for each channel: involves the steps and techniques towards developing the message which would be communicated across multiple chosen channels. Decisions on what aspects to communicate and the way of communication (similar or different from competition) are taken in this stage. The following are some of the key aspects of creating a communication message/creative plan (this will be discussed in more detail in the upcoming section):
- Analyzing product and brand information (for example, differentiation, positioning, brand equity, brand loyalty, product life cycle, competition)
- Preparing a creative brief and developing creative solutions
- Developing the style and tone of the message and follow-up actions required for final conversions through the message
- Deciding the imagery, design, colors, and layout for communication material
- Developing elements which reinforce the claims made through communication and back-up the messaging
- Executing the communication strategy through timed campaigns: involves setting up formal campaigns which include the best time to reach target segment, frequency, timing, and length of campaigns, budget allocation to each channel, etc. Typically, campaign implementations can be classified into three types:
- Above the line media characterized by their power to multiply the message many times over, but where direct feedback through the same medium is difficult, for example, radio, newspapers, magazines.
- Below the line media are more interpersonal, for example, conferences. These are characterized by small group communication and cannot multiply the message but direct feedback through the same medium is possible, for example, pamphlets, newsletters, brochures, special events, etc.
- Through the line media such as the internet is characterized by its power to multiply the message many times over and where direct feedback through the same medium is easily possible.
- Evaluate and refine communication strategy on an ongoing basis: includes establishing relevant criteria to evaluate integrated advertising and marketing communications initiatives. Key steps involve:
- Identifying and selecting appropriate tools to measure the effectiveness of integrated advertising and marketing communications initiatives
- Analyzing qualitative and quantitative data collected and determining the effectiveness of marketing communications
- Recommend alternatives for future marketing communications initiatives
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