Marketing communication tools play an important role in the marketing system of companies. Its effectiveness is so important to businesses that very often this part of the marketing function is perceived as marketing in general.
This is partly understandable, since it is advocacy that determines much of the activities of organizations. Such routine tasks of companies, such as securing sales, launching new products, entering new markets and creating a brand, depend almost 100% on the quality of the application of a set of marketing communications.
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In current market conditions, a company's investment in marketing reaches a significant portion of the cost of goods and services. Therefore, the cornerstone of the quality of marketing work is the ability to provide a high level of key performance parameters of marketing communications.
Through the impact of information on consumers' target audiences, companies can influence their behavior, change attitudes towards their market offerings and lead them to buy and thus achieve their goal.
The complexity of interacting with consumers in an environment where there are many distracting and attention-shifting factors makes it necessary to talk about a marketing communications system rather than the application of individual tools.
Marketing communication system
About 30 years ago, the situation in which the company's marketing director worked was tremendously different from today. In practice there was nothing like a system. Marketing communication tools were often used separately and had independent informational content.
And even if a company simultaneously connected a whole series of promotional tools, they were fragmented, each of which solved its own problems separately.
In the mid-90s, the intensification of competition in the market began to talk more often about the intentional impact on consumers, when the entire arsenal of communication with all its power directed to a common goal. The basic idea was to hit the same target to reach consumers with their message.
Integrated Marketing Communications (IMC)
With the penetration of technology in marketing, the IMC gave way to the funnel concept. His basic idea was that each successive transmission of the message to the consumer should bring him closer to the purchase.
The funnel also included all marketing media. But unlike BMI, in which consumers were bombarded with the entire flow of messages at once in the hope that one of them would reach the recipient, the funnel allowed for a more complex structure of influence. Each of the tools was not launched at the same time, but separately in its own phase, in order to provide a multifaceted impact and thus achieve the result of leading to a purchase.
Customer Journey Map (CJM)
A further development of the funnel was the CJM (Customer Journey Map) concept. It is based on the claim that a customer's journey to a purchase decision is not linear. A person may go back a step or two or three times to return to previous steps, reexamine available information or alternatives, move forward, and repeat again.
Unlike the funnel, in the CJM concept marketing communications are not only intended to move the consumer towards a purchase decision, but also to keep them on that path. If for some reason you hesitate and look around for other solutions for yourself, the task of the marketing campaign is to give you additional arguments, support you in correcting your thinking and encourage you to go ahead with the order.
In short, today a marketing communication system is a set of media, actions and messages directed to target audiences that are important for the promotion and solution of the organization's objectives. And the marketer in it is the specialist who manages the communication process so that any interaction with the consumer is recognizable to him, carried out in the same way, style and tone.
Effectiveness of Communications in digital marketing
The key parameters of effective marketing communications have always been hotly debated in professional circles. This is because the interaction with the target audience has several levels of influence.
As a result, each of them brings its own advantages for the company to achieve its business objectives, but their evaluation does not always answer all the questions that companies want to ask.
The effectiveness of marketing communications can be divided into the following levels depending on the object of influence on the result:
1.Economic value
2.communication value
3.behavioral value
The economic efficiency of the communications is determined by the ratio between the additional income received as a result of the marketing campaign and the total costs incurred to carry it out.
For all the merits of this direction, which is the direct link from marketing communications budget conversion to revenue, the question remains what value of ROI is acceptable and optimal for the business.
The effectiveness of communication indicates to what extent the messages issued reach the target audience. It is characterized by factors such as brand recognition, knowledge of the brand, perception and understanding of the information transmitted. Unlike economic effectiveness, communication effectiveness is determined by quantitative and qualitative research methods before and after the campaign and sometimes even during its execution.
Behavioral communications effectiveness demonstrates trust, commitment, acceptance, and shared values, and includes purchase intent, the process itself, and the desire to repeat purchases. It is expressed in conversions, average purchase value, frequency of purchases, and customer lifetime value.
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