Which elements of communication are useful in business?

Today, the traditional ones are supplemented with newer elements of marketing communication. Choose them to create a marketing mix that perfectly matches the needs of your company. 

Marketing communication is sending signals to your audience and market, and the process of collecting them. We include it formal communicationi.e. promotions, PR campaigns and all other well-thought-out elements of a communication strategy. On the other hand informal communication these are all unplanned messages sent by the company to the environment, such as standards, service or the way the company presents itself to the outside. In business literature, it is compared to what employees gossip between themselves and with friends outside the company. It is not a well-thought-out element of corporate activities, but also affects the image and the environment. Marketing communication should consist of both these elements - formal and informal. Interestingly, today communication can also be focused on the inside of the company. Scheduled internal communication it's better employee retention, higher morale and better information flow.  

Elements of online and offline communication 

The marketer's arsenal includes all measures such as traditional and digital media, campaigns, events and events. A special type of marketing communication is the one in social media, because it allows you to reach every user at almost any time and place, which significantly extends the existing possibilities of creating marketing communication. At the same time, the costs of the entire campaign are often lower than buying even one billboard or newspaper ad. It is worth noting that the users of social media are less critical of messages flowing from them than of traditional advertisements. Various forms of marketing communication make up the marketing mix, i.e. the composition of messages, techniques and means. 

Marketing communication and promotion

Colloquially, these two concepts can sometimes be confused, although they really refer to two different things. Promotion it one-sided transmission flowing from the enterprise towards the market - customers. Marketing communication flows both ways. First, thanks to market research, the opinions of recipients are collected - it provides them research trial. Then the company communicates outside. Finally, he can collect data from the market again, test the effectiveness of the campaign, etc. The promotion itself is therefore part of the marketing communication. Promotion is formal communication. Its aim is to increase the reach of a given information, and marketing communication may remind, inform or convince about a given solution, service or product. 

What elements of marketing communication can be distinguished? 

In marketing textbooks you can find a simple explanation of the process of sending and receiving a message. It consists of: 

• sender and recipient; 
• message; 
• transmission channels; 
• noise, i.e. communication disruptions; 
• feedback messages.  

The elements of marketing communication are obvious, but clearly defining them helps a lot, especially at the beginning - when we plan marketing communication channels or means of expression. 

When planning each marketing communication campaign, you can check whether these elements can be clearly defined. If not, it is worth rethinking who is to be the recipient of the message, through which channels to reach him and what to tell. Sometimes, as a result of this simple exercise, it is possible to see some illogicalities - e.g. target groupthat you care about does not use the channel of your choice at all. At other times, checking such a checklist allows you to predict threats, such as communication disruptions, that may arise. It could be a bad audience attitude, technical problems, or the actions of competitors. Then you can counteract them or prepare, for example, a communication strategy that will help you deal with the crisis even before it occurs.  

The last element of marketing communication, which is feedback, cannot be forgotten. It is worth making such summaries after each campaign. This way, you can create a seamless cycle in which the collection of data from the market does marketing audit at the end of the previous campaign, they are the starting point for the next one. Individual elements can be selected based on the budget, product type or the activities of the competition. It is also important at what stage of the product life cycle. Legal regulations must also be taken into account - e.g. tobacco cannot be advertised in the press, and advertising of products for children must be properly ethical. It also matters whether you are running a type strategy push if pull. All these factors must be taken into account when selecting each of the elements of marketing communication: channels, message or recipients. 

Non-verbal elements of communication in business 

Andy Warhol prophesied in the 1960s that everyone would have their own 5 minutes of fame. His prophecy only comes true today, when most marketers or business owners have a personal brand. Everything they do becomes an element of communication in business. However, a seller, entrepreneur or influencer does not issue press releases or advertise himself using traditional forms of promotion. Instead, the non-verbal elements of communication are becoming more and more important.  

In Poland, they were made famous by the strategist Piotr Tymochowicz, who several years ago advised politicians to color a tie, add a tan or arrange hands that would convince the audience. Similar tactics are used in business today. Non-verbal elements of communication include: 

• dense, 
• outfit, 
• voice timbre, 
• smell, 
• charisma, 
• expression, 
• attitude, 
• touch, 
• place, 
• time. 

These elements can be used in many different situations, from 1: 1 communication to public speaking. Knowledge about them also works in everyday business, because sellers or consultants can gain a lot if they consciously use these elements.