Before you determine your marketing communication tactics, it is essential to understand human communication processes, as they are the behavioral driver.
Human communication falls into two categories: unmediated (person to person) and mediated (using one or more traditional or social media). It also has six key components: source, message, channel, receiver, feedback, and the most difficult-to-manage…noise.
What are the behavioral dynamics that each component represents?
One example is channel: specific use of a mediated element, such as a moderated chat room or network-TV ad to reach a specific market
Think of your experiences as an individual consumer. How do these components interact when you initiate the communication? When you are on the receiving end? What are the similarities and differences? Can you apply your experiences to understand how prospective customers may react to the fashions that you create and sell?
Where and how does the decision-making process that we already discussed interact with communication, and how might it become distorted in a way that could harm your business?
Let’s apply what we know about human communications to one of the 4 P’s of marketing: promotion. The advent of real-time and asynchronous social media has fundamentally changed promotion as a tactic. How does promotion fit with the other three Ps: product, price and place (distribution)?
Promotion depends upon the application of a well-developed, four-component communication plan that maximizes the use of both traditional and social media to achieve intended revenue goals, in turn supporting your business’ overall development.
Given what you are creating and want to sell, how will you use the following? In what timeframe? How will you measure the results of media usage?
The four components of promotion
Advertising Creates, reinforces or changes image. As such, it is the most conceptual and the hardest to measure.
Sales promotion Offers customers an incentive beyond the product or service being sold. It is temporary and meant to boost sales, but runs the risk of acquiring customers who are responding only to the incentive and have little or no long-term loyalty.
Public relations Generate goodwill wherever the organization operates, and are the only part of promotion concerned with the general public in additional to specific, targetable markets. Because so many marketers sell online, thus having the potential for global business, the reach of public relations has grown exponentially.
Direct response Sells products or services directly to the consumer without the use of intermediaries such as wholesalers and retailers. It is the promotional component that has had the most explosive growth because it is media-driven and has most easily moved from traditional to social media, or e-marketing.