The activity of each company is based on efficient communication with the environment. Exchange of information and building relationships with recipients is the basis for effective marketing focused on specific goals. What is the best way to communicate with the market?
A few words about marketing communication
Marketing is a concept known in the field of business for years. Many people consider the beginning of the industrial revolution in Great Britain in the 1770s as its symbolic beginning, others point to the first half of the 19th century. On the other hand, some argue that we can speak of a full-fledged concept of marketing only since 1909, when the Harvard School of Business Administration launched a course with this name. No matter who's right, marketing is over 100 years old. However, despite the long history of marketing, Fr. marketing communication only started talking in the 1980s. The concept was separated from the promotion used so far. Since then, promotion was defined as a one-way flow of information from the seller to the recipient, and the term marketing communication was the exchange of information between the company and the customer.
Marketing communication is a dialogue-like process. The company uses selected channels and forms to send information to its marketing environment, and the environment reacts and responds to it.
Marketing communication is a dialogue-like process.
We will make your brand's voice sound loud.
In the modern, incredibly competitive market, communication with the environment is one of the most important elements marketing activities. If conducted in a skilful way, it allows you to reach potential customers and effectively interest them in the company's offer. This, in effect, may lead to building good company-consumer relations, increasing sales and gaining a stable position on the market. Feedback from recipients is extremely important in the communication process. They are a real mine of knowledge about the company's customers, which - when used in a skilful way - can significantly facilitate the implementation of the assumed marketing strategy.
Selected communication channels are of key importance for the effectiveness of communication. What is the best way to communicate with the market? The answer to this question lies in the characteristics of the target group.
First, identify your target market
You have created an excellent product, you have received a great one pricing strategy and you provide the highest standards of customer service, and yet you do not achieve the expected results. Why is this happening? The reason may lie in inadequate communication with the market. The key to effective marketing activities is perfect knowledge of the target group.
Of great importance in marketing communication is the definition of the persona, i.e. the model client of the company, taking into account all its characteristic features. Preparation personas in marketing it is the basis for building a solid strategy based on real values, it facilitates the selection of appropriate communication channels, and also allows you to conduct accurate, targeted marketing campaigns.
Audience analysis should include:
- general data, i.e. age, sex, place of residence, education, profession,
- roles in the social group, lifestyle and habits,
- goals and values,
- language of communication,
- interested,
- fears and problems,
- shopping preferences.
Based on the data from the analysis, the best way to communicate with the market is selected.
Internet marketing – a modern way of communicating with the market
Internet marketing, also known as digital, is currently one of the fastest growing branches of communication with the environment. Via the Internet, you can easily and effectively contact a very wide recipient group. The advantage is the relatively low costs of communication activities.
Internet marketing works for large, nationwide enterprises as well as small, local businesses. The key to success is to use the right internet communication tools.
The main and the most popular tool is the company's website. According to research, over 90% of the surveyed companies run their own website. The website is a kind of showcase of the company. This is where customers most often find themselves if they want to learn more about the company. Therefore, it must be legible, attractive and full of valuable content. A potential customer should find information that interests him. Therefore, the analysis of key phrases related to the company is of great importance in creating a website. Optimizing the site in terms of saturation with appropriate phrases and filling it with specific content not only increases its value, but also increases its visibility in the search engine.
E-mail marketing is an effective way to communicate with your target market. E-mail marketing is most often used for informational, promotional and sales purposes. In addition, it is perfect for various marketing research - e.g. customer satisfaction surveys after the purchase.
A way of communicating with the market through social media
You cannot forget about social media as well. Social media has become an inseparable element of marketing activities in every industry. This is due to, inter alia, from the huge popularity of social networks. According to the report "Social Media in Poland 2021", 27 million Poles use social media. The result is about 1.3 million higher than in the previous year. This points to a clear uptrend.
The great advantage of socialia is the diverse range of instruments that can be used to communicate with the target group. In addition to the basic method of communication with the market, which is the publication of classic posts on official brand profiles, the following are perfect:
- influencer marketing, i.e. cooperation with internet creators,
- various forms of advertising - incl viral advertising, real time marketing, recommendation marketing.
Among other popular ways of communicating with the target market, we can mention:
- advertising banners on the internet,
- word of mouth marketing,
- public relations,
- Search engine ads - Google Ads system.
Marketing communication is an important element of strategic company management. We know a lot about it as PR agency with many years of experience. Conducted in an appropriate, well-thought-out way, it is a great support for promotional and sales activities.