The sources mention 5.7 or even 8 elements of the marketing communication process. Do you know which one this is about? What are they related to? We explain.
Basic elements of marketing communication
The main elements of the marketing communication process are:
- sender,
- recipient,
- message,
- marketing communication channels,
- noises,
- Feedback.
Sender he is a broader enterprise, but usually a marketer. The term "source" is sometimes used interchangeably. In both cases, it must be clear what and why the brand wants to communicate to its recipients. Defining the source also has an important practical effect - it is known who is responsible for the message. Therefore, it is worth asking yourself the additional question of whether the transmission process is truthful and important for the recipients. "The customer's trust in the company is built, among others, by by reliable communication, i.e. in accordance with the facts. Trust is one of the elements - apart from satisfaction - on which the company bases its relations with customers. " - notes Ewa Badzińska and Edyta Gołąb-Andrzejak in the work "Trust and credibility in market communication as the basis for building the company's capital".
Recipient - this concept seems obvious: recipients are customers. In fact, however, entire textbooks have been written on how to define them. If all other elements of the marketing communication process are subordinated to effectively reaching a poorly defined recipient, the company may lose a lot on such an advertising campaign. This is the most common problem in building a campaign.
The most important part of the marketing communication process is itself message. There are the most variables here, and they include symbols, colors, form, language and organization of the message. While the other elements are important, building the message is usually the most time spent. The message, the essence of every marketing communication, cannot be lost in all this. It happens that customers admire the spectacular form of the message, but do not remember which company broadcast the advertisement ... That is why in the radio advertisements next jingla or other elements, the most important thing is to provide accurate information several times (drug effect, duration of the promotion, date and place of the event, etc.).
Marketing communication channels They should not be selected randomly, but according to the knowledge of the recipient, sender (brand character, its offer) and the type of message. There are traditional and online marketing communication channels. The latter has the advantage that they can be tested with minimal effort. As a result, you will check on a small sample whether your company's marketing communication process should include Google, Instagram or TikTok ads. Where the message works, it can be intensified by investing more. You can then opt out of the other platforms without risk.
Noises are an inseparable element of the marketing communication process. They may concern the form, such as incomprehensible language or poor quality of the recording or the photo. Sometimes it's about content - customers don't understand what the ad is about. The noises can be external and internal. The former come from the competition, the media or other users and customers. Internal noises are a world of emotions and prejudices of the recipient. In the end, you can count on feedback. Even the lack of it, i.e. the indifference of customers, is also an important message for you.
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Additional elements of marketing communication
The 6 basic elements of the marketing communication process have been described above. Additionally, in some sources, the message is broken down into message, message encryption and decryption. It sounds quite complicated, but in fact it is about translating the idea behind the message into language, means and forms of communication that are understandable and attractive to the recipient. The decoding (decryption) of the message is already taking place on the recipient's side. The best message created by a team of specialists may be misunderstood or misunderstood. It can offend them, embarrass them, or disgust them.
An example often given in this context is the name of the Pandora jewelry brand. For an educated, aware woman, the message is unambiguous - the name is associated with Greek mythology and Pandora's box, which is adequate in the case of various jewelry accessories produced by the brand, often surprising in shape. For a person who does not have such associations, this is just a strange, incomprehensible name.
The most common problems and how to prevent them
As we have already described, the most common problem in the process of marketing communication may be a poorly defined recipient. Therefore, it is not worth underestimating the - it would seem obvious - step of defining it. The following tools and techniques are useful in the audience definition process:
- creating a persona,
- research trial,
- market analysis.
It is worth doing research focus and test opinions on a trial basis and present prototypes to clients. This is a huge saving of time and resources, because it allows you to better define products and message that work for a specific group of recipients. Remember that the recipient may also be the company's employees.
The second most common problem related to the process of marketing communication is an incorrectly formed message. This is another topic - a river, because a range of factors will be decisive, such as the form, content, time of issue, as well as the selection of other measures. In the context of problems in the process of marketing communication, one can also talk about noise. However, they are inherent in the process and should not be viewed as an unexpected obstacle.
Do you conduct marketing communication?
If it doesn't exist in your company communication strategy marketing, that doesn't mean you're not sending any signals to your customers or shareholders. The lack of defined goals means that random elements "speak" on your behalf: a long-outdated website, single entries in social media, faded banners. It may also be that the competitor's image strategy is to discredit your services directly or indirectly. Then the lack of your campaign makes such activities dirty PR find fertile ground and your customers begin to doubt the company's reputation. To avoid such unpleasant situations, plan your marketing communication process with us.