What Is The Definition Of Marketing Communications Strategy?
A marketing communications strategy is a plan that a company or individual uses to reach their target market via various forms of communication.
You may be asking what a marketing communications plan is that always works, even when there is no funding.
When you consider a plan for selling on Instagram DM, the strategies and message you utilize are comparable to PR and pitching journalists.
Your approach will be heavily influenced by your experience, industry, and money. If you have a million dollars to spare in your marketing budget, you may reach out to your target demographic with a promotional mix that includes TV or Facebook advertisements.
Any integrated marketing communications (IMC) plan should be guided by three principles:
- Brand Alignment: The marketing medium you pick should share your brand perception. If you sell expensive watches, for example, cultivate contacts with writers from TIME magazine rather than those from your local newspaper (unless you reside in the Hamptons!).
- Customer Alignment: Follow the oldest marketing rule: ‘be where your consumers are already’. Choose channels where your customers are already present. If you want to reach younger millennials, advertise on social media platforms like Instagram rather than Facebook, especially not on daytime television!
- Budget Alignment: Select a marketing channel that is within your budget (obviously). A print ad in the WSJ will be out of reach if you don’t have a budget.
Procedures For Developing An Integrated Marketing Communications Strategy
You should develop an annual or bi-annual Integrated Marketing Communications Strategy while keeping the preceding ideas in mind (IMC). Here are the essential marketing communication tips:
1. Recognize Your Target Audience
You must first identify your target audience before developing a strategic communications plan.
Any marketing communications strategy must be tailored to a certain group of target clients. The demands and characteristics of your target audience must be defined by your IMC.
These consumer data are essential for developing highly targeted marketing messages to which your persona can relate.
Your integrated marketing communications strategy should always take an outside-in approach, focusing on significant consumer research. Even if you are performing business-to-business marketing and believe you know your consumers extremely well, you need to devote effort to staying in touch with changing customer demands. Avoid taking an inside-out approach that does not devote enough resources to consumer research and analysis. A marketing communication mix that is based on insufficient research is certain to fail.
2. Establish Your Unique Selling Proposition (USP)
Your unique selling proposition (USP) is the core of your integrated marketing communications strategy. Every message your business puts out across all communication channels, whether for PR, sales, or content marketing, should include the USP.
A distinct USP helps guarantee that your brand’s messaging is constant, clear, and identifiable. It will also assist you in developing attractive media pitches.
A SWOT analysis of your firm from the perspective of your target audience can assist you in developing your USP.
Inquire about your existing clients’ purchasing intentions. Understand the reasoning behind your average consumer’s decision-making process.
3. Establish Your Marketing Communications Mix
The marketing communications mix refers to the channels you utilize to reach out to potential consumers.
Large firms would have teams dedicated to each of these operations under their marketing/sales division. A startup or small firm, on the other hand, would have to select only two or three of these marketing methods as part of its communication strategy.
For most small businesses, deciding which marketing endeavor will provide the highest ROI is a difficult decision.