Media, Marketing Strategy and Promotional Content The development of a successful marketing strategy and campaign is a process that requires extensive research, comprehensive details, and well-crafted implementation procedure. The need for these factors is fueled by the fact that having a single, grand idea does not necessarily contribute to a successful marketing strategy or campaign. This implies that marketers need to understand the position of the business or company in the marketplace in order to create relevant advertisements. It also entails giving room to any necessary improvements since the growth of the business will necessitate creation of a new marketing plan. When developing a marketing strategy, it is also important to understand the role of the media and the need for effective development of promotional content.

The Media

The media plays an important role in marketing and advertising because it serves as a platform for reaching new customers and markets. The media is primarily used for advertisement of products and/or services in order to attract new customers and maintain existing ones, which helps in generating sales and increasing revenues. When developing a marketing strategy, the marketer should consider various factors in relation to the choice of media to communicate to customers. First, the marketer should gather important information about customers such as location, income, interests, and age. This...

Secondly, marketing professionals should target advertising as narrowly as possible to the media that will help in reaching customers effectively. This should be followed by gradual widening the reach in order to attract new customers. However, information regarding the most cost-effective advertising media that draws the most customers will be obtained as the business grows.
Generally, the use of the media in marketing mainly focuses on the delivery of messages to customers and target markets. This process entails determining the characteristics of the target market or audience who act as the recipients of the messages. It also involves identifying the attributes of the media that will be used to transmit the messages with the aim of influencing the purchase behaviors of the target audience and market. The inclusion of the media in marketing have also involved utilizing various strategies such as integrated marketing communications through which various channels of media are utilized in the delivery of messages to target audience and markets.

The identification of appropriate media to transmit messages is a major component when developing a marketing strategy. Actually, the effectiveness of a marketing strategy is dependent on the ability to communicate effectively to customers, which is in turn influenced…