the marketing communications mix

THE MARKETING COMMUNICATIONS MIX

•Most service marketers have access to numerous forms of communications, referred to collectively as the marketing communications mix.

•Different communication elements have distinctive capabilities relative to the types of messages they can convey and the market segments most likely to be exposed to them.

New Opportunities for Highly Targeted Communications

•With the advances of on-demand technologies, consumers are increasingly empowered to decide how and when they like to be reached.

•This development is transforming marketing communications on TV, radio, and the Internet.

Communications Originate from Different Sources

•PERSONAL COMMUNICATIONS• Selling• Customer service• Training• Telemarketing• Word of mouth

•ADVERTISING• Broadcast• Print• Internet• Outdoor• Direct mail

• SALES PROMOTIONS• Sampling• Coupons• Gifts • Sign-up rebates• Prize promotions

• Publicity and Public Relations• Press Releases• Press Conferences• Special Events• Sponsorship• Trade Shows/Exhibits• Media-Initiated Coverage

Communications Originate from Different Sources

•Instructional Materials• Websites• Manuals• Brochures• Interactive software• Voice Mail

•Corporate Design• Signage• Interior decor• Vehicles• Equipment• Stationery• Uniforms

Messages Transmitted Through Production Channels

•Messages transmitted through production channels comprises communications developed within the organization and transmitted through the production channels that deliver the service itself – primarily service outlets and front-line staff.•Customer Service from Front-Line Staff•Customer Training•Service Outlets

Messages Transmitted Through Marketing Channels• Personal Selling• Trade Shows• Advertising• Direct Marketing• Sales Promotion• Public Relations

Messages Originating from Outside the Organization

•Word of Mouth

•Blogs

•Editorial Coverage

Marketing Communications and the Internet

Internet Marketing Offers Powerful Opportunities for Interactivity

•Marketers use the Internet for a variety of communications tasks. These tasks include promoting consumer awareness and interest, providing information and consultation, facilitating two-way communications with customers through email and chat rooms, stimulating product trial, enabling customers to place orders, and measuring the effectiveness of specific advertising or promotional campaigns.

Web Site Design Considerations•From a communication standpoint, a website should contain information that a company’s target customers will find useful and interesting.•Service firms should set explicit communication goals for their websites.•Innovative companies are continually looking for ways to improve the appeal and usefulness of their sites.

Sticky Site•Marketers must also address other attributes such as downloading speed that affect web site “stickiness” – whether visitors are willing to spend time on the site and will revisit in the future.•A sticky site is•High in content quality•Easy to use•Quick to download•Updated frequently