3 Factors Changing the Face of Today’s Marketing Communications

Marketing communications are the messages and media that marketers use to communicate with the target markets. For example, marketing communications may include traditional advertising, Online advertising, social marketing, Webinars, Forum messages, etc…

Depending upon the event and the strategy, different messages are created and communicated to the market to have a pre-determined impact. However, please consider that the messages are always in line with the Brand Identity that the company wishes to create in customers’ minds. Each message at each event should remove the gap between Brand identity and Brand image in the customers’ perception. These messages should also reinforce the intended Brand Image in favor of the brand.

You may learn more about Brand Identity and Brand Image in the following article: Internet Marketing, How Marketing Is Getting Digital?

Let us consider an example of Mamaearth, which is an Indian Brand in the Beauty, Cosmetic & Personal Care segments.

Mamaearth’s vision is to spread a little love and goodness every day.

One of their associations with goodness is being good to the earth. Hence the message that they plant more trees is an essential part of their communications strategy which is in line with the philosophy of their Brand Identity.

Based on the above we will consider certain factors which have influenced the messages and media and hence the marketing communications i.e. Marcoms.

Factors Affecting Marketing Communications

There can be numerous factors, local or global or both, behind the Marketing Dynamics of any country. You may consider the following three factors, that are majorly changing the face of today’s marketing communications:

  • Technology
  • Global Competition
  • Changing Lifestyle

Technology and Marketing Communications 

The reach of Technology to the masses has enabled the mapping of users at the individual levels. This may include their demography, geography, psychography, and behaviors. Technology has also offered various online channels of communication like websites, social media, email, blogs, forums, etc…

These online channels have different personas to target and communicate with the target audience differently. For example, LinkedIn is a network of professionals, wherein companies and professionals engage and communicate about business and related functions. Facebook/Meta is a Social network platform for individuals or groups to engage on a more personalized basis.

Hence, a company can use both LinkedIn and Meta/Facebook to communicate with the audience. Though the messages on both platforms may be different in nature, the underlying message would always have an association with the Brand Identity. Communications through online influencers, who create online content and manage their own set of followers, can also be used to create and deliver sponsored content/messages, as a part of marketing communication strategy, etc..….

Technology is participating with the customers in their buying cycle and helping them in each stage to make their buying process a great experience. The users, upon recognizing the need, can quickly and easily search online on Google, Amazon, etc… the products/services they are looking for. Product comparisons are a very good source of information to help customers evaluate the options that they have selected. Also, Post-purchase experiences of existing users in terms of reviews & ratings of products/suppliers assist the customers to reduce their associated risks and take a decision with lesser stress.

Companies are actively employing almost all such online channels and managing their online reputation as a part of their marketing communications strategy.

Global Competition 

Global Competition has pushed each competing organization to fight for its sustainability. This needs maximization of efficiency and effectiveness of their operations including Integrated Marketing Communications with customers, partners, associates, etc…

Not only the messages’ content has changed due to high competition in the market but how the messages are communicated has also transformed. Communications with business partners and customers have become more agile and proactive. The company’s communication strategy considers enhancing customers’ experience in each of their encounters with the company. Such a moment of truth may be an Ad in a newspaper or call with a sales manager or a visit to the company’s website or any physical store, a support call with a customer care executive, etc…

Changing Lifestyles

Globalization and Urbanization have brought about a major change in the lifestyle of individuals across the countries. With the backing of increased earnings and hence expenditure potential, customers are attracted to luxury in their lives.

These changing lifestyles have made companies more observant of users’ aspirations, upcoming trends, and gaps. Their communications are becoming more personalized and engaging with the user communities. Companies are Branding the products/services such that the users can associate them easily and deeply with their lives and aspirations.

For example, marketing communications are getting mobile-based as smartphone usage is rapidly increasing in India and globally and good internet is available majorly everywhere.

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