Following, you'll understand:
- What do marketing communications do?
- 6 essential elements for marketing comunications.
- Why it's important for B2C brands?
- Why it's important for B2B brands?
1. What do marketing communications do
Ultimately they are a bunch of words, phrases, and visual expressions – that joint – can lead clients to brands. Anyhow, a more technical definition is that they are separated or integrated messages that reach the brand's prospects or clients through specific channels and persuade them into action.
2. 6 essential elements for marketing communications
6 key elements compound them and are essential for their success:
1. Ideal Customer Persona
Any marketing communication must have a target audience, a recipient. The more you know about them, the better. Why? Because only when you really know their pains, needs, goals, and challenges can you take advantage and create relevant messages that will get their attention.
2. The Objective
Be clear with what you want your audience to do once they get impacted by your messaging.
You have to define this before even thinking about starting to write or create anything because the message will shift whether you want them to know about your brand, or you want them sign up for your service, or even purchase something from your e-commerce website.
The objective leads the intention and the call to action of your messaging.
3. The Brand
Branding goes way beyond having a logo. It's about establishing the foundational elements that will define the brand.
It starts with the "heart," the personality, and the tone it will use in its communications.
Then comes the visual elements where the logo stands out, but it is also necessary to build a visual identity compounded by a diversity of graphic elements, icons, fonts, and photo styles.
The consistency of using these elements throughout time and channels will ultimately start "building the brand."
4. The Message
Once you have solved the previous three points, it's time to craft the message.
There are many techniques to build it, however, the most important considerations are to keep it simple, concrete, catchy, unexpected, but foremost, relevant.
Connecting it with the pains, needs, and motivations that matter to your ideal customer is essential to gain relevance to your message.
5. The Advertising
Some consider it as art, some as salesmanship. Regardless of which one is more accurate, reality shows that advertising boosts brands and businesses.
It is about delivering creative, relevant, and compelling messages to specific audiences through paid channels such as TV, OOH, Radio, or ultraprecise digital ones.
Along with it comes another considerable discussion, is it a cost or an investment? Despite many variables influencing the answer, many of the most successful brands and businesses worldwide use advertising frequently and consistently.
6. The Channels
Marketing messages travel through 2 types of channels:
For years, they battled between them to get the most marketing investment.
TV was king by being the preferred one by people and getting a better reach and impact. Radio was, of course, the main competitor because it delivered massive reach as well, but limited in visual terms.
Print was also an instrumental media for brands thanks to its capacity to tell speeches and stories via images and texts. The same formula but different execution happened with OOH. Through billboards, bus shelters, and several outdoor spaces, brands impacted people by crafting short and concrete messages.
Other offline channels like Worth of Mouth, Direct Mail, Point of Sales, Public Relations, and Events are relevant and have become unmissable for specific industries, products, and services.
Since the arrival of the internet, the interaction between businesses and customers has changed forever.
It was no longer about physically going to a store, meeting with a sales rep, or replying to a direct mail offer. Everything started to be possible digitally, online, and in real-time. Therefore, hundreds of channels, formats, services, platforms, tools, and techniques began to appear, along with the possibilities for marketers.
Websites, Search Engines –Google, Display Banners embedded within millions of websites, Social Media Platforms – Facebook, Twitter, Instagram, TikTok–, Online Video Platforms – YouTube, Vimeo –, Email Services, and Apps quickly became interesting channels to explore, mainly due to their ability to measure, customize, personalize and attribute marketing results accurately.
3. Why it's important to B2C brands
The answer is quite obvious. Marketing comms allow B2C brands to become known, considered, bought, and repurchased by their customers.
No matter the approach, the budget, or even the quality of its communications, in this digital era, the possibilities for small and medium-sized businesses increased thanks to the low-price entry point of channels like Search Engines, Social Media and Email Marketing. Thus, no company should overthink investing in marketing communications because they can promote any product or service.
4. Why it's important to B2B brands
During the last decades, many paradigms have been torn down on the utility of marketing communications for B2B companies.
Traditional media were considered exclusive for B2C brands or wealthy B2B brands. Although, yet again the rise of digital channels opened new horizons for companies trying to reach specific roles within other enterprises.
This evolution came not only from the channels but also from the creative approach. Those ego-centered sales speeches are now behind. Today, addressing the pains and clarifying the benefits the product or service provides to those roles are at the core, and the creativity of the approach is crucial.
To sum up, marketing comms propel any brand or business. They put the customer in the center, build clear and compelling messages, and distribute them in multiple channels – paid or organic – to impact audiences and take them into action. Leveraging them will make a massive difference for any company size. So, is your business harnessing the power of marketing communications to attract more customers to your business?
If you want to give marketing communications a try on your business, click here.