The best way to communicate with the market, or what?

The best way to communicate with the market is the one that suits a specific target group – there is no one universal channel for all companies. The starting point is always an accurate analysis of the audience: who they are, where they look for information, and what language they use. Only on this basis do you choose the tools: a website, social media, email marketing, or public relations.

What is marketing communication?

Marketing communication is the process of exchanging information between a company and its surroundings: customers, potential customers, and sometimes also media and business partners. It differs from promotion in that it is not a one-way message from the seller to the recipient – it assumes that the recipient reacts, comments, asks questions, and the company responds accordingly. This distinction – promotion as a one-way message, marketing communication as a dialogue – was popularized in management studies in the 80s of the 20th century.

The company sends messages through selected channels, and the surrounding environment reacts: it buys, asks, recommends further, or remains silent. It is precisely the reactions of the recipients – opinions, comments, questions in customer service – that are the most valuable source of information for the company about whether the chosen method of communication with the market is actually working.

Elements of the marketing communication process

The classic process of marketing communication consists of several elements that are worth understanding separately before choosing a specific channel:

• The broadcaster – a company that wants to convey a message.
• Encoding – transforming an idea into words, an image or a sound that is understandable to the recipient.
• Channel – the medium through which the message reaches the recipient: a website, social media, email, media.
• Recipient – the person to whom the message is delivered and who interprets it in his own way.
• Feedback – the receiver’s reaction, which returns to the broadcaster and allows them to assess whether the message was effective.

The most common mistake in this process is to skip the last element – companies focus on sending messages, forgetting to check what is really happening on the other side.

What goals can communication with the market have?

Before a company chooses a specific way of communicating with the market, it is worth determining what it actually aims to achieve. Goals can be varied, although they often overlap:

• Building brand awareness – reaching out to people who don’t yet know the company.
• Generating inquiries and sales – encouraging the recipient to take a specific action, e.g. filling out a form.
• Building trust and credibility – demonstrating the company’s expertise, often through public relations and the media.
• Maintaining relationships with existing customers – so that we don’t have to constantly acquire new ones, at the expense of the ones we already have.

The way of communicating with the market should depend on which of these goals is most important for the company at a given moment – a different selection of channels will be more effective in building awareness about the new brand, while another will be more effective in maintaining relationships with customers who are already buying.

Companies in the early stages of development often try to achieve all these goals at once, with a single communication. In practice, it works better to separate them out over time: first building awareness and trust, then intensive sales communication to people who already know what the company does. Trying to sell to someone who hears about the brand for the first time usually ends up being worse than a calm, step-by-step relationship building process.

First, identify your target market

You have created a good product, established a reasonable price, and take care of customer service, yet you are not achieving the expected sales results? A common cause is ineffective communication with the market – the company says, but not to those people or in a way that resonates with them. The key is accurate knowledge target audience.

Audience analysis should include:

• General data: age, gender, place of residence, education, profession,
• role in the social group, lifestyle and daily habits,
• the goals and values that guide them on a daily basis,
• the language in which one communicates – formal or colloquial,
• interests and concerns and problems that they want to solve,
• shopping preferences: where they look for information before making a purchase, what they look for.

Only on the basis of such an analysis can we choose the communication method that will actually reach the market – instead of guessing or copying the channels of competitors.

Market research – where to get this information

The analysis of the audience does not have to start with an expensive market research commissioned externally. The company already has some of the data in-house; it just hasn’t been collected in one place before:

1. Statistics of your own website and social media profiles – age, gender, location of visitors.
2. Talks with the customer service and sales department – what questions and objections most often arise.
3. A short survey among current customers – simple, a few questions, sent by email or on social media.
4. Observing the comments under the content of competitors – you can see the questions and doubts of the same target group in them.

Only when these sources are exhausted and the company still has no certainty about who its customer is, is it worth considering a paid market research commissioned by a specialized agency.

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.

Internet Marketing - a modern way of communicating with the market

Internet marketing, Also known as digital, it is one of the fastest-growing branches of communication with the environment today. Through the internet, a very wide range of audiences can be reached at relatively low costs – these activities are effective in both large, nationwide companies and small, local businesses.

The company’s website remains the primary tool – it is the one that customers seeking information most often come to. It must be readable, fast, and filled with content that realistically answers the reader’s questions. The analysis of key phrases related to the company also plays a significant role here – well-chosen words in the page’s content increase its visibility in search engines and make it easier to reach the right target audience.

Internet marketing works well in both large, nationwide companies and small, local businesses – the difference mainly lies in the scale of the activities and budget, not the mechanism itself. A small, local service provider can effectively communicate with the market through a well-written business card in maps and a few posts per month, while a nationwide brand needs a consistent strategy across multiple channels at the same time.

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.

The way of communication with the market through social media

social media They have become an integral part of marketing communication in almost every industry. According to the report „Digital 2026: Poland” (DataReportal, publication 8.11.2025), in October 2025 there were 27.1 million active social media user identities in Poland, or 71.3% of the entire population of the country. This shows the scale – it is difficult to conduct communication with the market today without completely bypassing this channel.

It is worth remembering that different social platforms attract different audiences and different ways of consuming content – short videos work better than longer articles with advice, and the tone of professional communication differs from the tone of an entertainment profile. The choice of platform should be based on where the company’s target audience is actually located, not on which platform is currently gaining popularity.

In addition to the classic posts on the brand's profiles on social media, the following also work well:

• cooperation with internet creators (influencer marketing),
• real time marketing, That is, reacting to current events,
• recommendation marketing – encouraging satisfied customers to recommend the brand further,
• whispered marketing and advertising in the search engine (Google Ads).

Channels of marketing communication – how to combine them

No single channel of communication with the market is usually sufficient. Effective companies combine several. marketing communication channels in a cohesive whole: the website provides complete information, social media builds relationships and reach, email keeps in touch with people who have already left their address, and public relations builds credibility through the voice of the media and external experts, rather than just the message of the company itself.

How to measure the effectiveness of communication with the market

Choosing the method of communication with the market does not end the work – we still need to check whether it really works. For a website, this is the number of visits and requests that come from it. For social media, it is reach, engagement, and the number of messages from potential customers. For public relations, it is the number of media publications and whether they lead to visits to the company’s website. Without such measurement, it is difficult to determine which channel actually translates into sales and which only generates the impression of activity.

A good practice is to establish a common reference point for all channels – for example, the number of bid requests in a given month – and check from which channel the actual leads came. Without this, it is easy to end up with a situation where each channel looks good in isolation, and the company still doesn’t know which one really decided to make contact with the customer.

Only on the basis of such a common reference point can channels be compared with each other and the budget be transferred to where it actually yields an effect, instead of being spread evenly among all available tools. It is also worth remembering that some channels operate more slowly than others – the effects of public relations are sometimes not visible until after several months, while advertising in the search engine can generate the first queries as early as the same day. Comparing them over the same short period without taking this difference into account leads to the erroneous conclusion that the slower channel is „not working”.

The most common mistakes in communication with the market

• Channel selection without analysis by the receiver. The company creates a profile on social media because „that’s the way it goes,” instead of checking whether its customers are actually there.
• The same message everywhere. The content of a good website rarely works without changes in social media.
• No response to the audience's reactions. Marketing communication is a dialogue – ignoring comments and questions breaks it off.
• Changing the channel without checking the results of the previous one. Without measurement, it is difficult to know what has really stopped working.

How much does a communication strategy for the market cost?

The cost depends on the number of channels and the scope of work: the simple formulation of the strategy (audience analysis, channel selection, message plan) is a one-time strategic task, while ongoing communication – publications, profile management, media contact – is a separate monthly cost. The exact price ranges for the individual Commplace services are in in the price list.

Communication with the market – how Commplace helps

Marketing communication is an important element of strategic company management – when conducted in a thoughtful manner, it actually supports sales. Commplace helps to choose channels for a specific target group and to create a consistent message. communication strategy Companies, instead of operating on multiple channels simultaneously without a plan. The results – website visits, inquiries, reactions on social media – are visible in one place in the dashboard. Commwork AI, Alongside team tasks and deadlines.

Key takeaways

Nie ma jednego najlepszego sposobu komunikacji z rynkiem; najlepszy jest ten, który pasuje do Twojej grupy docelowej. Kanały dobieraj po analizie odbiorców, budżetu i celu, a nie według mody. Łącz dwa lub trzy kanały wokół jednego przekazu i mierz je wspólną miarą, na przykład liczbą zapytań. Uporządkowany plan takich działań to communication strategy. Stan wiedzy: 3 listopada 2026.

Sources: DataReportal, „Digital 2026: Poland”, 8.11.2025 (data on social media users in Poland, as of October 2025).