Marketing communication models and customer engagement strategies

There are three main models of marketing communication in which a marketer can use to reach customer. There is also decision about the type of message communicated, the medium used to communicate, how the customer can provide feedback, and how to avoid noise within the market.

-Explain how a company would make these decisions to market their product in different markets to different people. Provide a couple of examples to demonstrate how companies are currently using communication models toward customers about their products and companies.

-The promotion plan also falls into this concept of communicating to customers. Explain the steps in the promotion plan and how a company would organize their communications to develop loyalty in the long run.

-Lastly, communication of any kind has a cost. Explain how a company would budget their communication expenses as to not cut profits but reach as many customers as possible.

Response: Due to globalization, marketers are now electing to use different marketing techniques to attract different customers to their respective product lines. We see this with large multination organizations as they look to attract customers with different cultural values and ideals. For example, America is heavily focused on individualism as core principle of society. As a result, a firm such as Nike will emphasize the unique characteristics of its apparel relative to competitors. Nike will also charge higher prices to create a sense of exclusivity with those who purchase the product, further enhancing the individualism characteristic. However, Asian countries are much more collectivistic in nature, and therefore emphasize team performance over individual accolades. In this market, Nike will emphasize team accomplishments within its marketing campaigns to appear to the Asian demographic.

As it relates to the communication plan, many companies engage in promotions that emphasize network effects. In this instance, the network becomes much more powerful, as more consumers use it. To entice adoption and usage, many companies use free introductory periods. We see this with a variety of companies within a diverse array of industries that include streaming services, online newspapers, credit cards, and video games. In each instance, their promotional strategy is designed to allure consumers with little to no costs of entry. Once in the system, the consumer becomes engrained and is less likely to leave once they receive the benefits of usage. For example, Netflix, over the last four years have steadily raised prices on its subscription service without necessarily seeing a drop in subscribers. Costco also raises prices on its members every 5 years or so. In both cases the value proposition is so compelling that consumers often accept the price increases as the services provided are so valuable to them.

Capital budgeting as it relates to marking is a critical component to successful business operations. To organization communications, companies tend to employ strategies that allow they to measure the effectiveness of marketing strategies and course correct when they are not appropriate. There are many services provides such as Google, Twitter, Amazon, and other who provide real time analytics tools to measure the effectiveness of marketing campaigns. Managers use these analytics tools to measure how successful their communication with customers are.

1A** SHORT REPLY NEEDED TO MY CLASSMATES RESPONSE

Steven Jimenez

A marketer can reach customers via Advertising, Digital Marketing, Direct Marketing, promotions, word of mouth, personal selling, public relation and sales promotion.

Medium of communication can be done via email marketing, weekly letters, newsletters, social media, intranet, Magazines or papers, etc.

Customer can provide feedback through survey channels, as a marketer, we can set up the questionnaire based on our business and customer needs.

The famous quote \"Customer is king\" should always be remembered when we set up any business.

Targeting and segmentation are the primary strategies to take the decisions. These days companies are using social media and spreading the business with no cost, offer the initial products at a lesser price or at free of cost.

Ex: When Uber was set up in India, they used a lot of Promo codes where we used those costs and traveled long distances for lesser prices than too in A class car.

Similar way lot of promotional activities happened with other companies too. If anyone wants to set up a green tea business, they give the free tea samples that is the other of promotional activities/ selling the sample. This says if we like we choose the product or service next time.

Offers on new setup spas can be considered as one more example.

Either it is service, product in marketing what we have to believe in is customer satisfaction, quality product, and service.

Response: I agree with many of the concept in your post. Meeting the customers needs is the primary element within advertising and marketing. I find that the most successful marketers can clearly articulate their value proposition, while also explaining to consumes how the product solves a problem. I believe this the reason so many infomercials such as “Ox clean” and others are so successful. The energy of the advertisement combined with a clear delineation on how it solves the problem creates large amount of sales and brand equity.

1B** SHORT REPLY NEEDED TO MY CLASSMATES RESPONSE

Giovanny Cepeda

-Decision-making depends on consumer type, expense, market condition and economic factors. Decisions on the message to be sent are important because it generates an impression in consumer minds. Message or concept should be so influential that the consumer is reminded of the importance of what is being marketed. It must take the form of persuasion instead of providing facts. For example, if an enterprise wants to sell perfumed talc, it needs the expertise, the fragrance and so on... The choice of media depends on the consumers of the target group. For instance, if you concentrate on young people as the target, then digital advertising is the effective means of reaching them, If a product concentrates on the elderly, it is better to print media. The feedback from customers provides the idea or information on communication effectiveness, it can take any form, such as written feedback, messages, comments, etc. The distractions in the marketing message that can distract people from the original message are noisy, so the marketer must concentrate and cut the noise off, such as visual advertising, which can confuse and make a noise to the main message.

-Most businesses currently use digital ads as a standard medium for communication to communicate their product to their clients. For example, a cosmetic product vendor uses messages such as ingredients, specialties, effects on skin and uses visual ads like TV ads and customer-attractive pictures. Another example of recent gadgets aimed at young people, and the most successful way of reaching them is digital ads

-The communication cost for marketing depends on the company\'s form and financial position. The allocated fund must always be included. The budget sets out the newspapers, the instrument mode etc. The promotional budget has been sales-determined and expected. Keeping reserves or using a percentage of revenue can be used for the budget, other means of communication about budget marketing are based on whatever business can afford, market share method etc.

Response: Hello, I agree with many of the concepts and strategies you presented in your post. In particular, your comments on digital ads I agree with. The world is currently in the midst of a large digital revolution. As a result, many consumers are interacting with products in new and innovative ways, that differ from traditional forms of media. Social media, online newspapers, cell phone apps and even video games provide companies with a new and unique to interact with consumers.

2** Unit 7 DQ#2 Sales Promotions

Many students come into this class and think that advertising and sales promotions are the only way to attract customers to buy products. Since you have learned that there is more to marketing than just these two things, what current promotional techniques would you consider using to promote the products for a company.

Use examples to demonstrate how companies are using promotional techniques to market to customers differently and will continue to innovate promotions for the future.

Since the old model of selling product traditionally is still important to understand, how are companies using this model to improve the employees’ ability to sell products at different points in the consumer acquisition process. Use examples to demonstrate how companies are evolving this model.

Lastly, where do you see the future of marketing going? You can finally share your opinion of marketing and your ideas of how it will change in the future.

Response: Guerilla marketing tactics are heavily used by companies as a promotional tactic. These include sponsorships on digital channels such as YouTube, the use of influencers to promote a product during livestreams, sponsorships on video game platforms and other forms of digital media. Companies are evolving to the customer acquisition process through network effects discussed earlier. Many companies are willing to provide their product at a loss or for free in order to acquire customers for the long term. For example, Sony is selling is flagship PlayStation 5 product at a loss as it believes it can make up the revenue through additional marketing related to games and accessory products.

2A** SHORT REPLY NEEDED TO MY CLASSMATES RESPONSE

Reuben Kochanski

Establishing a product into a target market is not a simple feature. There are many steps of research which must be conducted in order to take the right steps in product development and then marketing to the best consumer group. Logistics take a large role as well in determining where the product can be delivered and to who, and how much and how often. One simple yet effective tool in marketing is having the right point-of-sale equipment which can accurately track customers and important data within that customer basis and the firm. One of my favorite types of marketing is social media marketing, or digital marketing. It allows firms to reach large and vast audiences in just a few clicks, and almost instantly. It also usually allows the consumer to have instant access of ordering and purchasing the right products which they may find suitable to fit their needs. Some companies utilize this digital marketing online through platforms such as Instagram and Facebook like food subscription services, and clothing lines, while others partake in a more traditional marketing platform utilizing signs and advertisements on tv like retail products and other services. Employees are taught, (in sustainable and fully developed firms with good business model practices) that they are an important part of the logistics and selling process, and that they are actually part of the customer basis of the firm, that they need to be able to positively employ their skills and knowledge within the firm.

As technology continues to develop, I see marketing becoming even more digitalized than it already is. Companies are coming out with new products, and even such inventions we may have already seen in movies such as smarter tv\'s or mobile devices, or other tools such as glasses. I can see these products providing us with a consistent plethora of marketing materials and advertisements which will be a part of our everyday life. With advancing technology, marketing will greatly advance as well.

Response:

I really enjoyed your discussion on the logistics component of product delivery. I believe this is not discussed often in terms of marketing and advertising. Its one thing to adversities a product, but it another to get the product to the consumer in a timely and cost-effective manner. The problem here is that logistics is very complex operation. Workers, worker routes, gas prices, traffic levels, package volume, weather, and more must be taken into account with logistics. As a result, marketers must be careful on how they advertise a particular product as to not mislead consumers on when they can actually receive the product.