What are marketing communication tools? Communication tools are used to deliver messages or information for marketing purposes. The purpose is to inform the target audience about the product, so they may buy it.
If you’re not sure why we need marketing communication tools, or if you’d like to learn more about the different ones available to us, join the discussion and leave your comments below.
Advertising & Sales Promotions
Advertising is one of the most prominent and widely used communication tools in a marketing campaign, as its main feature is increasing awareness. Ads can be effective not only for marketing your product or service, but also for marketing your brand. Typically, advertising makes use of above the line (ATL) media campaigns because of the type of reach that can be achieved. Above the line marketing is often used by brands who aim to have a large, diversified market because ATL marketing has mass appeal. Some examples of ATL marketing include TV, radio, print media, cinema, and outdoor media such as billboards, transit advertising, and commuter displays.
Everyone loves a discount, which is why sales promotions are very popular marketing communications tools. Usually, discounts and coupons are used to get new customers, where as memberships and loyalty programs are used for customer retention. There are three main types of sales promotions marketers use. The first is the discount that tempts the customer to make their first purchase. Think of when you’re browsing an online retailer’s website and see a pop-up stating you’ll get 10% off your first order if you enter your email address. The second is deadline discounts, which encourage your audience to “act fast before it’s too late” (i.e. holiday sales, Black Friday, and Cyber Monday). Finally, we have membership discounts, which focus on program tiers. These encourage customers to continue making purchases through your company in order to receive more premium discounts. Essentially, sales promotions help your brand build trust and authority with new customers.
Social Media
Social media allows brands to engage with their audience while also providing information on its products, services, and values. From Twitter to TikTok, social media has rapidly become a valuable method for consumers to research a brand before the organization is even aware of the buyer’s interest. Potential customers are able to find social proof through other customers who have interacted with brands on social media channels. Additionally, brands have the opportunity to make themselves more human as they engage with their audience.
Direct Mail & Catalogs
While online marketing has taken the world by storm over the years, there is still great value in an offline marketing plan. In an increasingly digital world, direct mail and print catalogs can help generate leads and offer benefits that online marketing cannot thanks to localization and personalization. Many consumers find direct mail and catalogs easier to understand, as one study found that it takes 21% less cognitive effort to process.
Additionally, direct mail has also been proven to yield a higher average response rate when compared to digital. Finally, print ads won’t actively disrupt your viewer’s activity to get their attention, granting them the freedom to choose when they’ll receive your marketing message and thus allowing it to hit at the optimal time.
Email Campaigns & Newsletters
Email marketing is another tried and true tactic for lead generation. What’s more, it allows a brand to identify better quality leads. Since email marketing itself is a lead qualifying system, you can see a prospect’s interest based on the fact that they signed up for your list, whether or not they open your emails, and if they click on any of the links within your emails.
Likewise, email newsletters are a powerful way to nurture leads by providing recipients with targeted and personalized content straight to their inbox. This helps push them further down the funnel and keeps them
Direct marketing
In today’s world, we regard online marketing as direct marketing. Direct mails to get prospects and lead have more benefits than conventional marketing.Thanks to personalization tools, consumers find direct mails and catalogs easier to process. Moreover, direct online marketing yields a high response rate as compared to traditional marketing. Commercials do not catch much attention but giving access to consumers in receiving messages can definitely change the game.
Publicity
This is generally a free communication tool and the firm generally does not pay for it. This kind of marketing campaign includes product reviews, free surveys, newspaper articles, etc. However, with the rising marketplace competition, even such free communication tools have become paid platforms to promote products.
Personal Selling
Personal selling is a communication tool wherein a sales person gets directly in touch with the potential consumer making him/her understand the pro’s and con’s of the product. While doing so, the sales person has to go through the key aspects of AIDAS (Attention, Interest, Desire, Action and Satisfaction) cycle, which are primary requirements for a sale to be considered as complete. Though this process is a bit time consuming and costly, the outcome is generally positive, often leading to a loyal customer.
Public Relations
This communication tool primarily concentrates on increasing the brand image of a business. Maintaining public relations with influential persons across various industries, scholars, and celebrities forms important part of this tool. However, making use of these relations at the right time and in the right way is where the success of this marketing technique lies in.
Note: Publicity is not an integral part of public relations; however, certain PR campaigns may involve publicity.
Trade shows
Trade shows are becoming more and more popular. With the pandemic going on, online trade shows are becoming a thing now. Many brands are adopting and hosting trade shows to introduce a new product/service. A trade show is a great chance for the customers to meet the brand representative and give valuable feedback.
Seminars
Seminars can make or break your brand in the industry. It is a great tool for you to engage with customers. but how? Well, you can invite a lot of customers so that they can learn about your brand or service. However, seminars are not hosted for product promotion. The main purpose is to give valuable knowledge to improve the brand’s loyalty.
Webinars
Webinars have the potential to establish your brand/company as a thought and successful leader in the industry. In fact, it is an outlet where consumers can learn more about your brand’s values, beliefs, and objectives.
Forums
Forums hold great importance when it comes to communication with the consumers. The main benefit of forums is that you can use it to address various on-going issues and topics. Moreover, you can relate the current world affairs to your product and even use them to increase your sales.
Surveys
Surveys are great for getting valuable feedback and improving your business.
Mobile apps
Creating a mobile app for your brand to shop online is a great way to reach a wide base of consumers.
Podcasts
With podcasts, you can discuss a new topic or a Fashion trend with the visitors. It helps to keep your customers engaged.
Sponsorship
Sponsorship can help you reach customers on a global basis. Moreover, it can place you above your competitors in the market.
Conclusion
Marketing communication tools are essential for any business. By communicating with their audience, they can effectively engage potential clients and customers and promote their products and services. A business may use various marketing communication tools such as advertisements consisting of free media, paid media, public relations (PR) and word of mouth (WOM)/viral marketing.