Marketing & Communication
The Role of Communication in the Marketing Process
Are communication and marketing the same thing? Is communication simply a part or a form of the marketing mix? Why is communication so crucial?
Marketing communication is a strategic part of the marketing process and not merely a single part thereof. Communication is the message that is relayed to the customer rather than the nuts and bolts of the technology that delivers it. Communicating with your customers enables you to deliver your message to them so that they will react to it.
Communications Reaches the Consumer
Consumers are affected by the communication a brand has with them. This communication as well as the experience they have adds to the brand's value in the mind of the consumer and builds on their cognitive and emotional ties to a brand.
Think of it this way: communication is the message that is delivered to the client; marketing is the means of getting it there. Therefore, communication is not just a part of the marketing mix but also should be integrated into your customer service process -- from the accounts payable department all the way through to your sales staff and even the CEO of your company. It is your message to the customer. The message you wish to communicate with them, your ethos and way of thinking.
Knowing that communication is part of the marketing mix but also your entire company message, you need to think about what that message will be and think about it seriously. As an organization you should all be delivering the same message and the same ethos. There is little point being customer friendly and bending over backwards for them on the advertising if the salesperson is harsh and unmovable. There is no point giving guarantees as a salesperson that your customer service team is unable to deliver on.
Clearly Communicate Your Marketing Message
This message that you are communicating to the customer is the one that will stay with them and if across the board in all departments and areas that message is a positive one, then your customer loyalty and a positive cognitive brand connection will grow. If, on the other hand, the message is disjointed and they have a great marketing experience but the customer service falls short, all the hard working in the marketing of the product will be undone and a negative cognitive brand connection will be formed.
Think about how you would like consumers to think of your business and products. How you would like to be viewed by all who experience your customers? Then look at your competitors and try and see where they fall short or stand out compared to you. Be honest, decide on the changes that need to be made and then make them.
Put the process in place and make sure the message every department, including sales and marketing, is conveying is one that reflects your brand and company ethos so that when a customer thinks of that quality or way of thinking they will think of your company as opposed to your competitors. Then test it.
Is Your Communications & Marketing Plan Working?
One of the most important areas to check when making these changes is that your staff is not just paying you lip service and then carrying on as before. So be a mystery shopper or caller. See how the phone is answered, how you are dealt with as a customer and how you are dealt with when making a complaint. If your voice is recognized use an associate, but check all departments and make sure to check how your brand is being portrayed in your marketing, and that it lives up to the message it delivers.
