Social Media Marketing – Communication Goals



Get back to basics is the best way to take advantage of Web 2.0 in business, industry and market. You can find that today, there are so many opinions about Web 2.0, you can easily get whipsawed around. This article uses the marketing basics and forms the argument that what marketing techniques will work for you.

You will learn in this article how to go about setting goals for utilizing social media to get the most impact for your business. You can agree with me that social media marketing follows the 80-20 rule. About 80% of the benefits of utilizing social media comes from using about 20% of all web assets and media out there. It is not necessary to use it all. It is good, however, to be aware of as much of it as possible. But do not go crazy trying to juggle all communications strategies.

Utilizing this article and others to follow to put your best foot forward on the market and know you’ve done everything you set out to do and do it well. Let’s start.

Communication Goals

Return to marketing 101, can you remember what is called “response hierarchy models.” This is $ 5 a phrase that basically captures the idea that customers need to be guided through a series of steps before they actually buy anything. There are many types including Aida (Attention Interest Desire Action) that are popular. AIDA is easy to remember, but do not capture some important intermediate levels. There is another model that more closely resembles the actual steps that a person goes through when using the web the way to buy stuff.

The model here is called Hierarchical-Of-effect-Model. You can also find this model makes sense to you. Note that when we talk about the product here, it could easily mean the physical goods, services, personal interest or hobby or social reasons. All these things need promotion and salesmanship

Sales Model

This model looks at this series of steps that clients engaged when buying goods :.

1. Awareness – Customers have a problem, examine the problem, and then become aware of products to solve the problem

2. Knowledge – the client has information to justify a simple understanding of the product

3. As – decide whether they want the product

4. Preferred Shares – customers showing a preference for it

5. Conviction – do they want to buy it

6. Purchase – finally buy

Let’s take a look at each of them. At this point in the market planning, it is very important to focus on the goal of each level.

1. Awareness

Many of Google search on your niche market research to people to the Web with a few words that indicate problems they are experiencing . If you are new to this market, this will be your best chance because they are unfamiliar with legacy providers. Your goal here is to reflect your understanding of their problems, make them understand the solution of the problem in terms of the benefits to them and explain that the solution is only one like it. Now, a good suggestion is to make sure you know the public arena where the majority of people going to talk. If you sell bicycles, any place, blogs, groups, forums, these people are going to speak out? Start listening to it, then talk.

2. Knowledge

You know that your product is unique and fantastic. Your customers may not. Providing the facts about your solution only as far as they relate to their needs and show the uniqueness of the product and superiority is what you want to say. Is it possible to send this message of not-in-your-face and conversational manner is most effective. The goal is to have a significant participation (web, blog, or sales letter traffic) provided the media piece that speaks to the knowledge of the benefits, features and uniqueness.

3. Liking

The term “liking” may seem a bit trite to you, where you could really it’s all about superior product. However, for internet marketing, with people like you and trust is very important. Since they can not see you, use of the media to get to know you as an individual will make a big difference in marketing success. The goal is to have a positive impact on all aspects of you and your product.

4. Val

This objective is a matter of ensuring that customers want a solution to the other. Again, this seems very simply minded statement. But in open discussions and conversations, what is the tone or attitude of the group (market)? Are they involved “as if” or “how” of the product. When we say “whether” we are talking about even compared the scene with something else or they are talking about “how” or place the product in practice. This will give you an indication of whether you are achieving the objectives.

5. Conviction

When the customer has a clear vision of themselves using the product and material from the purchase, you have conviction. The goal is to have achieved the status of being in his position, rather than one still asking questions decision.

6. Buy

The client can be confident that they will make a purchase, but as you have seen in Internet sales letters, people need to give the conditions that make it right to buy now. They need to have all the information right in front of them, they need to have the motivation to make the decision now. Some incentives could be a money back guarantee, limited time, limited, trial subscription or purchase. The goal is sales conversion rate at this point and / or understand why no different.

In summary

This model is applied in different ways in different markets in different media and degrees of knowledge of the market. If you have a group of customers who are very familiar with you and your products, you will zing through this model soon. If you’re new, you will have some front end work to do on this model. Use your instincts to determine where you need to do work now in marketing. You’re probably right. This article is a great way to confirm your intuition. More to come

© Copyright -. 2008 Frank Dobner



Marketing Communications Audit – What is It, and Why is it Necessary?


As a product manager or marketing director a key Responsibility is to developping and Implement an Effective marketing communications strategy. One place to start Login with at Communication audit.

An audit is a review of All current marketing and other communications vehicles to answer some Basic questions

o What are we saying About our company / brand / products?

o Is the message consistent across formate and audiences?

o How are we presenting the information?

o Who are we talking to?

The results of the audit shouldnt help clarify the communications strategy and Provide a framework for future projects.

The Simple way to begin is to Gather all Existing materials and lay themself out on a big conference table. Materials would include product and corporate Brochures, product packaging, business cards and letterhead, annual reports, advertisements, direct mail pieces, investor kits, and website screen shots. Even things like internal Memos, the press releases, promotional items, company t-shirts or hats, and PowerPoint templates shouldnt be included.

Once everything is laid out, some questions basic Can be answered. First, do all the items look like They are from the joint company? Is there some consistency in layout, use of color, and fonts?

Second, is the company positioning clear? In other words, if you asked severalfold people to review a number of your communications and tell you what They perceived to be the company mission or value Offering, the answers would be consistent? Or would it dependance on what pieces were reviewed?

Third, what are the key messages are being communicated That? Are Those messages Coherent, or Fragmented? Are the messages consistent with your intent?

For Many businesses, the answers to questions These are not encouraging. Fragmentation and inconsistency are common, especially as an organization Grows and as communications Responsibility becomes dispersed.

Unless there is someone With the company charged with maintaining an overall vision, and Empowered to Enforce guidelines and standards, it is ofter unavoidable That the communications water gets muddied.

Some may say, “So what?” There is a feeling That as long as Each entity Within the firm is Communicating effectively with its own constituency, there should not be a problem except for marketing purists. The fallacy with this argument becomes obvious once you begin talking to various stake holders Within the organization, as well as Customers and Investors Who Are Either getting the wrong message, or are not sure about what the message is in the first place.

The communications audit is really only the first step. Understanding the impact your messages are having requires research, and developing a process for ongoing review and Implementation integrity requires Dedication.

It’s one thing to give lip service to communications consistency, but quite another to put in place the means to make it happen. By regularly reviewing your communication strategy, and evaluating your materials to ensuresexcellent They are meeting your goals, you Will Improve message clarity and better meet the needs of your customers, Investors, and employees.



Marketing Communications – changes in technology, customer behavior and Economy


It is no secret that the Internet and related new technology has changed the face of marketing communications. As the beginning of radio and television affect business communications years, the Internet is turning marketing techniques past on their heads and recreate the environmental landscape of buying and selling. History has shown that there will be winners and losers in the midst of these changes, but you can stay on top of making sure Online Marketing and Advertising efforts are current and to customers today.

What is happening now in marketing?

search engine optimization, video, social media, audio and RSS are just a few of the terms that are becoming an integral part of the relevant marketing strategies. A shift in customer thinking and behavior has required business owners to leave behind old advertising methods and learn how to use these aforementioned tools to reach customers.

While ten years ago a banner ad may have drawn in customers, today many customers will immediately see the ad skeptically. Replacing traditional advertising are customer recommendations and word-of-mouth through blogs, message boards and other platforms.

In a way, this takes some of the financial pressure off of your shoulders, which is a relief in today’s fragile economic times. You do not have deep pockets or break a revised budget to buy big ads and flashy marketing to compete. Instead, you must know the place well enough to provide quality information customers are looking for. You also have to learn where your customers are hanging out online, so you can get involved in their community and forum. We are changing to a new profession that takes dedication, insight, authenticity and smarts to succeed.

How can you become a marketing communications winner?

No business owner or brand wants to lose out on customers just because the world of advertising and marketing is changing. Good news – you do not have to! In fact, you can thrive and see your business go to new levels if you implement an effective strategy that works in today’s market.

Below are three simple tips to help you find your way to success:

o studies to know your niche, your customers, competitors and keywords. Research goal is to become an expert on not only your business niche but also your customers. You want to know who they are, where they go online and what words they plug into search engines. Free search engines and keyword tools (such as Google Keyword Tool) make this step simple.

o Get comfortable with the idea of ​​using social media. If you want to connect with customers, you are going to have to tap into social media. By participating in blogs, networking sites and other online communities, you can work with potential customers at their level. These relationships can turn into dollar signs.

o Offer something of value to potential customers. Once you have made connections with people online, you want to make sure you keep them engaged by offering them quality information and solutions to their problems. This helps you build rapport and trust and keep you in the front side of the front of their minds when they are ready to buy.



Integrated Marketing Communications :? Why is it important


control and coordinate all communications process called integrated marketing communications (IMC). But what is the IMC and why is it important?

By definition, integrated marketing communications is the concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such a program evaluates the strategic role of a variety of communications disciplines and combines these disciplines to provide clarity, consistency and maximum impact through the seamless integration of individual discrete message.

mind that (a) the mass market may be fragmented into numerous small markets (with each mini-market requires its own approach), (b) there is continuous spread of new types of media, and (c) is growing sophistication of consumers, it is clear that there is indeed a need for the market to take advantage of a variety of communication tools to efficiently deliver messages to specific audiences. Market should combine personal and impersonal communication channels to achieve maximum impact (ie control multiple vehicles, multiple-stage campaigns). Therefore, it is clearly important for the company to move toward integrated marketing communications, and lack of resulting uncoordinated communications and image flow.

A comprehensive integrated marketing communications program can cause greater message consistency. It can also help to build brand equity and create more sales impact. Alternatively, you can combine the brand image of the company and messages as they come in through multiple activities. In simpler terms, IMC improves the company’s ability to reach the right customers with the right message at the right time in the right place.



Integrated Marketing Communication Plan in six steps


An integrated marketing communication plan is a systematic process where all your business communication with customers and stakeholders is consolidated under a single theme or type. Every advertisement, promotion, press release or online message must be part of a larger unified messaging. This unity will give customers the feeling that the company is reliable.

as the last purpose of marketing is to drive up revenue, build brand awareness and increase market share, you need to do this effectively. Create Integrated Marketing Communication Plan is the first thing you need to do. You can do it by following these six steps.

1. stated objectives

Clear objectives given Communication Plan focus. Do not be too soft on you – set measurable goals such as “increase revenue by 10% every year.” This will inspire you and will make sure you focus on those activities that add the most to your bottom line.

2. strengthen the identity

Identification of your company is given through a sign, slogan and use of colors. Make sure all this fit very business and are used constantly on flyers, business cards, website and other marketing materials. It is best to use a slogan and make sure that your logo fits the color scheme you use.

3. Think message through

You should think carefully about what you want to communicate with your customers and stakeholders. What is important for them, what benefits they particularly interested in how you want them to perceive your business? Then all this information in a brochure, website or other content-based marketing tool. By giving people the opportunity to learn about your business, you will develop confidence in their solutions and this is important to get the sale.

4. Vera in mind

awareness and visibility in the core process of attracting new customers. With free marketing, advertising, direct mail campaigns and your website, you make your position in the market stronger. It is important, however, that communication efforts targeting the right audience – the people who are going to buy your services and products. It’s just good to be visible if your message and approach is consistent and improve the bottom line.

5. Creating Connections

often even more important than attracting new customers is to ensure that you keep the existing ones. Start an online newsletter to let existing customers know that you are still there, and to let them know about special offers and news about your business. Regular, well thought out newsletters reinforces the impression that your business is a serious, reliable and stable.

6. a budget and time-line

As time passes, it will change your business, but if you have a plan with objectives, means and a budget that will help you stay focused and get things done.

Think of the right elements of the marketing communication mix life. You must make sure all communications are visible, coherent, organized and strong. If you get an integrated marketing communication plan by following the steps outlined above, you can succeed.



Marketing Communications – the cornerstone of the growing business


Successful companies today have to be very aware of marketing communication. Reach your customers is the most important step in growing your business, and 24/7 information society today are more marketing options available than ever before.

From television and radio advertising technology, e-mail and banner ads to product reviews and sponsorship, public relations is just as much about the medium you use to spread the message as it is about the message itself. Good strategic marketing plan should start with an analysis of the best ways to reach potential customers, and will end with a successful marketing campaign. For some companies, the Internet is the bread and butter of Strategic Communications plan.

Many companies have found that direct email campaigns to prospects is the most effective form of marketing communication for them. Potential customers receive an email about products, services or events that might interest them and they respond positively. Other companies may find to their business or products presented on the second site is the most strategic marketing campaigns for their clients.

with someone else sing your company is often more enticing to potential customers but promise you would. Still other companies have found that simply advertising on popular websites is enough to generate more business. Public relations company specializing in deciding what the most strategic marketing communications plan for its customers. They know that in order to promote the business of their customers, they must find the best way to reach potential customers of their customers.

good company will do extensive market research and determine what media competitors of their customers are used to reach potential customers. They will then develop a strategic communications plan that is custom tailored to their client. This plan may include running print ads in publications that potential customers of their customers are more likely to read or buy advertising slots on TV or radio program that the competition is currently running on any combination of different methods.

Whatever medium is used, the goal of marketing communications is always the same. To get your company name in front of potential customers and to cultivate an image that will help to turn all that potential into reality. With a Strategic Communications Plan in place, your business will grow. Keep growth requires constant perfect plan marketing communication and public relations manage your every day.



7 Skills on How to Become a Marketing Manager


There are seven skills needed to work as a marketing manager. Several of these skills revolve around communicating with people and some of them have personal knowledge; such as how to navigate a computer. Anyway, this is what employers expect of you. Employers expect these skills to respond to the work ethic as well as experience. I have made a thorough study of three different jobs in the field become Marketing Manager and all those who need these seven skills in order to be hired. Depending on how many of these seven skills you possess, you may find yourself being in the right industry and find that you have the skills to be a successful sales manager.

7 skills needed to work as a marketing are:

o Strong interpersonal and communication skills

This skill is needed daily. If you can not communicate with people what those customers, how are you going to have to convince someone to buy your product? It will be extremely difficult. Do not be a stranger, start today by strike up a conversation with your friends, mentors, even your professors.

o will have the ability to write well

There is a difference between writing well and just plain writing. Writing well can you dig deep into your vocabulary and make it your writing interesting for your readers. Ability to understand what is grammatically correct and wrong be foreseen through each memo or business that you write

o advanced computer skills with Microsoft Office. Word, Excel, Power point

These three things are the basic necessary skills will need to work within the practice. The inability to quickly enter and navigate these sites will create a special difficult for you. Computers are becoming part of the daily life of the community so if you do not buy Microsoft Office, buy it now and start learning how to use it!

o Be outgoing and optimistic

In order to be comfortable in your work environment, will be able to interact with other cordially and even sometimes joking manner. Work should be productive but also enjoyable. Be optimistic will start you off on the right foot every day. Go to work with the attitude that you’re going to work hard, but also to be optimistic and excited about the job; more colleagues like you and you will have the right mindset to get customers!

o Team oriented

You will be able to work well with others. Meetings with other employees and management will become part of daily life. The way to impress managers must demonstrate how efficient and how cooperative you and your team worked. If someone is not pulling their weight, pull them aside and let me know what they need to be doing.

o Displays problem solving Properties

Whether it is to find a solution with the bile ducts or resolve conflicts with your boss, you will be able to have the quality of innovation in order to fix the issue product or create a new product. Another feature that problem solving is a living homage. Show respect of misunderstanding will only make you look classy and professional, it can even make you stand out over other employees and how they deal with problems.

o gets Presentation and Project Management Skills

Generating power-point presentations and be able to present them properly will impress the employer as well as colleagues a lot. There is nothing worse than to be bored and confused about what you are promoting. Make your presentation interesting and make people want to listen to what you’re talking about. The ability to manage a project deadline is another tool you need to ensure that you and your team are on schedule.

By combining all these necessary skills to employers that are critical to your success in this career, you will soon become a successful sales manager. Mann and perfect each of these skills throughout your career can only Loft you in becoming a better employee and possibly score you a promotion.



Marketing Communications


Marketing communications is called messaging and media related to that message to the market. There are many ways that you can interact with the market ie through personal selling, sales promotion, public relations, promotions, advertising, direct marketing and so on. In this article, we shall look at some of these methods.

Personal sell

Personal selling is referred to as a way to sell the product to the consumer personally. It was much easier to sell products in the last century than it is now. The basic philosophy of the seller is to sell products that do not peddler but as a consultant. For this, personal selling has become a viable tool that companies work the emotions of consumers to enable them to buy products.

Sales Promotion

This is the way that sales of the product can be increased. In this type of marketing communication, both in the media and outside the media is concerned. Their goal is to increase consumer demand, increasing the number of products or stimulate demand in the market for a limited predetermined amount of time. Some examples of sales promotion can be competition, rebates, free flights and even “Point of Purchase” show.

Public Relations

This involves direct communication between a company and its customers. Public relations include activities of the Company that are not directly lead to a payment from its customers or the public. Some examples of public relations at press conferences, speaking at public meetings and communication with employees.

The difference between public relations and advertising is that while the ads are some tangible output, public relations is not tangible.


There is a way to advertise. It is through this way of marketing communications for companies trying to manage the public’s perception has a certain type. Presentation is usually done through some celebrities like movie star or politician. Services and products and even works of art and entertainment and different organizations are also used for the purpose of discussion.


This is a form of marketing communication that involves two things. First, it includes the name of the service or product, and secondly, the narrative that benefits the product will provide to consumers. The main goal of advertising is to convince a person to buy a product. Mass production has had a very important role behind the development of advertising. Advertising was to rise in the late nineteenth and early twentieth century.

Direct Marketing

This is a relatively new type of marketing that involves looking for people in the target, and then communicate with them information about the product.

There are two things that distinguish it from other types of marketing. The first thing is that it tries to sell products directly to consumers. It does not use a form of media that interventions to reach consumers. The second thing is that it rests on a “call to action” mechanism. This means that it focuses on the positive response from the consumer, what a medium.



Integrated Marketing Communications – 5 Primary Communication Tools


Communication is always one of the most Important and vital strategic Areas of an organization’s success. You Can have the best or most innovative products or services, but if your internal and external communications are weak, then the demand for your products or services raise a personal flag of concern. When Communicating the value of your products or services, you want to focus on how They Will benefit your Clients.

When planning your strategy for Integrated Marketing Communication or IMC, you want to have dialogue with your Customers by inviting Interaction through the coordinated Efforts of content, timing and delivery of your products or services. By ensuring direction, clarity, consistency, timing and appearance of your messages, conv eyed to your targeted audience, These factors Will Help Avoid Any confusion about the benefits of your brand, through the connection of instant product recognition.

When looking at your marketing mix, you’re examining price, distribution, advertising and promotion, along with customer service. Integrated marketing communication is part of That marketing mix included in your marketing plan. IMC Strategies define your target audience, establishe Objectives and Budgets, Analyzer Any social, Competitive, cultural or technological issues, and conducts research to evaluate the effectiveness of your promotional Strategies.

If companies are ethic ally planning, Communicating, and Following industry guidelines, They Will Likely most earn the trust of Their Customers and target audience. There are five basic tools of integrated marketing communication

1. Advertising:

This tool Can get your messages to large audiences efficiently through Such Avenues as radio, TV, Magazines, Newspapers (ROP), Internet, Billboards and other mobile technological communication devices. This method Can efficiently reach a large number of consumers, Although the costs may be somewhat expensive.

2. Sales Promotion:

This tool is used through coupons, Contests, samples, premiums, demostration, displays or incentives. It is used to Accelerate short-term sales, by building brand awareness and encouraging repeat buying.

3. Public Relations:

This integrated marketing communications tool is initiated through public Appearances, news / press releases or event sponsor ships, to build trust and goodwill by presenting the product, company or person in a positive light.

4. Direct Marketing:

This tool Will utilized email, mail, Catalogs, encouragements direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing Tactics.

5. Personal Selling:

Setting sales Appointments and meetings, home parties, now making presentations and Any type of one-to-one communication, to reach your Customers and Strengthen your relationship with your Clients, initiate this IMC tool.

Decisions linking the overall Objectives and Strategies during the marketing planning phases help to evaluate and fine-tune the specific activities of integrated marketing communication. Before selecting an IMC tool, marketing, product and brand managers must look at social, Competitive, legal, regulatory, ethics, cultural and technological considerations. One thing you want to Avoid When activ ting the tools of integrated marketing communication is Reaching inappropriateness audiences and causing controversy. That could be dama ging When Trying to build brand awareness and consumer spending encouragements with your company. When marketing managers Examine the Beliefs, emotions and behavior of Their targeted audience towards Their brand, They Can Influence Their Beliefs to Achieve product awareness, by attracting attention to Their promotional campaigns.



How to write Marketing Communications Plans


Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media” (MarcommWise, 2006). Tony Yeshu (1999) defines marketing as “the process as the market develops and presents stimuli defined target audience with a purpose to obtain a desired set of responses” (Yesh, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).

The Marketing Communications Plan is the marketing plan which promotional plan incorporates two or integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many experts as a way to effectively communicate with the target audience.

Marketing Communications Plans are usually based on two different frames :. Marketing Planning Framework and SOSTAC (Fill, 1999)

Marketing Communications Plans consist of the following important aspects:

Context Analysis

made goals

Marketing communication strategy

Promotional mix (methods and tools)

Budget plan

Assessment and Control (Fill,. 1999)

When writing a marketing communications plan important

1. Set corporate marketing and marketing communications objectives, which would support and integrate with each other.

2. Develop segmentation, targeting and positioning systems methods

3. Develop creative message Marketing Communications program of communication with the audience

4. Select and justify one or a combination of methods marketing (push, pull or installation)

5. Develop a well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.

6. Create contingency policy (if something goes wrong)

7. Set strict set of evaluation and control of media which would include milestones and phone


Complete C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe

Yesh T, (1999), Integrated Marketing Communications, The Chartered Institute of Marketing, Butterworth Heinemann, Oxford

Please find below links to excellent Marketing Communications Plans:

C / M / 315 Integrated Marketing Communications PROGRAMME Royal Caribbean Cruises LTD

S / M / 162 Marketing Communication Plan: Philips SatinIce UK, and current marketing communications technical analysis

S / M / 158 Marketing Communication Plan for British Airways

S / M / 158 Marketing Communication Plan for British Airways

E / M / 14 Marketing Communications Plan for Pizza Hut

C / M / 180 Internet music search engine promotion campaign

C / M / 171 Analysis of the 50+ customer group for M & S and a brief outline of the promotional campaign

P / M / 311. Marketing Communication Plan for straight lines breakdown service

S / M / 77 Project Management in Marketing Communications Campaign

P / M / 289 Marketing Communications Plan for the Royal Dutch / Shell

S / M / 69 Marketing Communications Plan for British Airways (BA)

P / M / 269. Marketing Communications Plan for Shell

P / M / 262 Marketing Communications Plan for the North West Valley Sailing Club

C / M / 117 Marketing Communications Plan for Hugo Boss

P / M / 252 Marketing Communications to establish a new product: smoothie

P / M / 139 Marketing Communications Plan for Haagen-Dazs

P / M / 130 Marketing Communications Plan for new training

P / M / 133 Marketing Communications Plan for Marks and Spencer

P / M / 134 Analysis and Development Marketing Communications Plan for Adidas (US)