When designing anything in marketing, the first consideration to test against it audience. The first group which comes to mind is the consumers. It is almost a given that any and all marketing communications is targeted towards changing consumer perceptions- but often in this pursuit many other audiences are ignored or forgotten.
Publicity Communications Publicity communications regards any promotion which relies on word of mouth. With the exception of donations, sponsorships, and other costs, there are no fees or payment required for this kind of exposure. This type of communication does not require use of the Internet, thus it differs from digital communications. As it does not rely on directly speaking with customers, it is not direct either. ...
Digital Communications Digital Communications is the newest form of marketing which exists today. While I say “new”, it is at least 25 years old (Counting from 2015, where Tim Berners-Lee created the World Wide Web in 1990). Ever since the first website was put up, since the first social media platform was released, and since Google started serving ads, digital communications has existed as a marketing tool. It was just ...
Advertising Communications Advertising communications is the love-child of marketing. It is heralded as the benchmark of success as an organisation: if you are able to put out an ad on a billboard, radio station, or television channel, your company is a big player. Besides the enormous cost most advertising communications require, is this respect founded? While many would define “advertising” as any sort of promotiona...
What is a brand? The brand is the singular most important aspect in Marketing. Because of it’s significance, there are hundreds of approaches in how to define, build, and maintain a brand. No matter what line of business you are in, or how established you are- you have a brand, and understanding this is important. Imagine a child sets up a road-side stall selling lemonade. The only signage she has ...
Direct Communications Direct communications pertains to any communications which occurs directly between a consumer and the company. Unlike advertising, there is no media channel separating the business from the consumer. Unlike publicity, it is not used to drive conversations customers have with each other. Unlike digital communications, direct communications does not need to occur through the use of technologies. Direc...
Communication involves sending a message. Marketing communications includes every interaction where a message or meaning is shared between the company and a targeted audience. Reviewing the Marketing Atom framework, we see that there are four segments to this: direct communications, advertising communications, digital communications, and publicity communications. Within these, it is important to note that communication type...
There is so much literature on customer relationship management that it is sometimes stifling to go through all the theory. What should be such a simple concept is often so over-analysed that many marketers grow a fear of it. This chapter will take the key ideas of CRM to simplify what is most important when dealing with customers. If I could choose another name for the chapter, I would name it “choose your customers.” I...
While there are many dangers and pitfalls of providing bad service, how can great service be achieved? Great experiences come from companies and employees who truly understand what it means to have an interaction with a customer. Humans are judgemental bastards. As a man, if I show up to a speech in a dress, I will probably lose all the reputation and respect I have built over the years. As an author, include one spellin...
Where other companies have books and manuals for their code of conduct, Google has three words: "don't be evil." This outlook summarises how much Google is about simplicity over complexity, and how they have approached search and innovation technologies. Today, this is finally shown clearly on the new logo.
"Beautiful is better than ugly; simple is better than complex; sparse is better than dense; readability c...