Communications as Part of Marketing Promotion
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As marketers promotion is one of our
most powerful tools
in our strategic toolkit. The key to
is communication, and communication
can be more complicated than we think.
So what is communication?
The idea is simple communication is the
exchange of meaning
between two parties. What's difficult
is actually achieving this, as we all may
know from our personal relationships
communication can be very complicated
the same is true in the marketing
For one it really doesn't matter what we
say or mean
it's what meaning comes across to the
other person or in
the case of marketing the buyer. So we
have to think very carefully about how
One challenge to communication is what
is called noise.
Noise can be literal noise that makes it
hard to hear somebody
or it can be any other kind of
interference or distraction
that makes it hard for us to get our
So for example with a billboard where
we're trying to communicate to people
who are driving on the road
they're paying attention to driving and
that creates noise,
if there's more traffic that's another
form of noise,
all of these things interfere with the
message that we're trying to get across.
When it comes to marketing communication
we typically think of this
or traditionally we think of this coming
from the seller and to
the buyer in today's world however
technology gives the buyer
the power to start the communication,
via social media or email or any other
supported technology buyers or
are often the ones that are initiating
some sort of contact or communication
and that changes the way that
communication works in today's world.
One change that that has created or one
effect of that
is that is really critical for us as
sellers to respond.
So for example if we're going to have a
social media presence
we better be prepared to monitor that
presence and respond when
customers reach out to us otherwise that
like we don't care about them or we're
not interested in what they're asking or
communicating with them in general.
So as a part of the promotion process
communication is a really
critical skill for us to master as