Effective communications

[Jennifer Parson]

According to Marketing Management by Kotler and Keller (2012), planning carefully and following the eight steps in developing effective commutations is the way to achieve success with marketing communication. The steps are as followed and are vital to avoid communication challenges some organizations face. 1. Identify target audience, 2. Determine objectives, 3. Design communications, 4. Selection channels, 5. Establish budget, 6. Decide on media mix, 7. Measure results, and 8. Manage integrated marketing communications (Figure 17.3, p 482). Each step builds from the previous which lets readers know keeping this specific order is necessary to achieve success. For example, a team should not start designing communications before deciding on a target audience then deciding what they would like to accomplish, because it becomes extremely difficult to know “what to say, how to say it, and who should say it” if the team is not aware of who their audience is.

After reflecting on these eight steps I am left wondering if they are bulletproof and can they stand the test of time in our ever changing world. Could a company incorporate them to fit their particular business plan and achieve flawless communication?

[Ashley Jones]

I believe any company could incorporate the steps, with everybody being on the same page. Communication being flawless within the organization may not truly exist, but communication being flawless to the market being targeted will be much more of a challenge. Kotler Keller (2012, p. 487) states, "A study by burson-Marsteller and Roper Starch Worldwide found that one influential person's word of mouth tends to affect the buying attitudes of two other people, on average." With this statement, there is no room for any flaws about the brand to be communicated. It will take one individual to spread the wrong idea about the brand and the company will have to look for new ways to communicate to those who were turned away. With that statement, how much of an influence do you daily on what another individual decides to purchase? Do you think personal influence from another individual could be a major reason people turn away from a brand? Or is the brand not communicating its message effectively all across?

[lindsey...@yahoo.com]

GRANT'S REPLY

 

According to George Day in his book Market Driven Organization it starts with their market sensing (1999). Without the ability to first do this, they will be out of touch with how their audience communicates, learns of new products, what features they like, and what channels they gather consumer information through. After their in touch with how their market audience receives information, deciphers it, and makes buying decisions, they must be able to act on the information. They must be able to have an efficient organization. This means that even though there is a process for communication, product development, and marketing, they must be able to communicate within the company quickly and efficiently without barriers such as a tower of hierarchies and internal communication barriers. To do so they need less layers and divisions integrated where they can collaborate in a timely manner, and begin to select the channels they are going to launch their product or service. So to answer your question, no, there is not a full proof plan for proper communication. Even though these steps are important, it is not the key to successful communication. The key is to understand the market, collaborate internally, and deliver in a timely manner. Many times companies get bogged down with mandated, outdated processes. So is it the company’s ability for market sensing, proper organizational structure, and quick product launch they key or is it “playing by the rules”and the eight steps to effective communications?

On Sunday, December 9, 2012 10:03:41 PM UTC-6, Jennifer Parson wrote: