Good communication skills are among the important elements for the development of good relationships. Poor communication will waste away a relationship while good communication reassures it. This is true regardless of whether you are a member of a committee looking at starting a business or a member of a team operating a business.
So, improving communication skills is important for the success of marketing campaign. But this doesn’t just happen. Both the receiver and the sender must work at developing verbal and listening skills.
Marketing communication is an approach used by organizations to brand and coordinate their communication efforts. The American Association of Advertising Agencies defines Marketing Communication as a comprehensive plan that evaluates those various strategic roles of communication disciplines. This enables clarity, consistency, and maximum communication impact.
The primary idea behind marketing communication strategy is to create a picture perfect experience for consumers across different aspects of the marketing mix. The brand’s core image and messaging are reinforced as each marketing communication channel works together as parts of unified rather than in isolation.
Today, corporate marketing budgets are allocated toward trade promotions, consumer promotions, branding, public relations, and advertising. The allocation of communication budgets away from mass media and traditional advertising has raised the importance of marketing communication for effective marketing.
Now, marketing is viewed more as a two-way conversation between marketers and consumers. This transition in the advertising and media industries can be summarized by the following market trends:
- A shift from mass media advertising to multiple forms of communication.
- The growing popularity of more specialized media, which considers individualized patterns of consumption and increased segmentation of consumer tastes and preference.
- The move from a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
- The growing use of data-based marketing as opposed to general-focus advertising and marketing.
- Greater business accountability, particularly in advertising.
- Performance-based compensation within organizations which helps increase sales and benefits in companies.
- Unlimited Internet access and greater online availability of goods and services.
- A larger focus on developing marketing communications activities that produce value for target audiences while increasing benefits and reducing costs.
Do not allow disrespect, punishment or lecturing in business discussions. Encourage listening, understanding, finding alternatives, and commitment to action, and support for one another.
Listen not only to what another person is saying but also to what he/she is feeling. Maintaining respect to all team members should always be practiced at all times.
Communicating ideas bring our minds together. But communicating emotions bind us together as individuals. It is assumed that we should share ideas but keep our feelings to ourselves. This is part of the culture of rural communities. However, emotions are very powerful and cannot be ignored. Feelings are more important than ideas at influencing our behavior and decisions.
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