Establishing a management function to coordinate a company's marketing communication tools and processes typically enables the business to control messages sent to customers, business partners and employees. By distributing a consistent message regarding image and branding, marketing professionals can use promotions and campaigns to influence buying behavior and generate new business as well as retain existing customers. Using mechanisms such as print and broadcast advertisements, newsletters and social media technology, marketing professionals manage integrated marketing communication messages to create a brand awareness.
Identifying the Target Audience
The first step in the process of creating a management function to handle integrated marketing communication involves identifying the target audience. The audience includes current and potential customers. By conducting an audience analysis, marketing professionals assess perceptions about the company. Using surveys, running focus groups or calling customers for personal interviews allows a marketing communications manager to define requirements for future communication.
Setting Goals for a Marketing Communication Function
Creating a comprehensive plan for integrating consistent marketing communication into all company messages involves setting goals for the management function. Goals should be specific, measurable, attainable, relevant and timely. They should identify the type of response desired from the recipient, such as cognitive or behavioral. For example, organizations frequently need to convey details about a change in focus, services or support levels when business conditions change. A clear message from company executives delivered in advance of impending changes prepares customers to accept the new business rules and respond with questions and comments.
Designing and Delivering Effective Integrated Marketing Messages
An integrated marketing communication manager typically defines the content, format and schedule for sending messages. Selecting the right communication channel for the targeted audience ensures the message reaches the intended recipients. For example, using social media technology such as wikis, blogs and forums tends to reach a technically savvy group of individuals.
Budgeting for an Integrated Management Communication Function
Establishing a budget for an integrated management communication function depends on the size of the company and the available resources. Commonly, marketing communication teams derive their funding from sales revenue. By closely monitoring the impact of marketing campaigns, such as online advertisements or printed coupons, marketing communication managers can attribute increases in sales due to their efforts and obtain additional funding for new promotions. Campaigns that do not produce the desired effect should be discontinued or modified to create the intended brand awareness, customer loyalty and new sales.
Tags: marketing communication, integrated marketing communication, marketing professionals, brand awareness, Communication Function, integrated marketing, management function