The Importance of Understanding Consumer Behaviour and Profiling Target Market for Effective Communication Strategy Essay Example
The importance of understanding consumer behaviour and profiling target market for effective communication strategy
It is of an utmost importance that any company that deals with consumers as their main resources for profit to recognize who their buyers are. Although it is not possible for marketers to completely grasp the very essence of each target market and categorize them in proper groups, one cannot deny that there are certain patterns which a similar group of consumers follow up to some extent and knowing that solves a lot of problems in marketing. The power to be able to place these target markets correctly to certain marketing communication strategy effectively will definitely present a great opportunity for business companies to expand and innovate their product offerings to produce excellent revenues in the long term.
By definition, an effective marketing communication strategy represents the success of a company’s collection of all elements in a brand marketing mix that facilitate exchanges by establishing shared meaning with the brand’s consumers or clients. According to Allen (2009), raising awareness or product in target market is where sales begin, and this is where marketing communications activities begin the selling process. Some companies might rely on paid advertising in print and online media while others might opt for public relations and events. However, no company can be sure that they are using the most effective marketing mix without identifying the perfect target market and aligning them to their marketing communication strategy. The objective of creating the perfect communication strategy is to market products or services by generating awareness, conveying information, educating the market and developing a positive image. “Communications include everything from packaging to the visual look of marketing materials, and from the message you convey to the media vehicles you employ to the materials used by your sales force and the
It is of an utmost importance that any company that deals with consumers as their main resources for profit to recognize who their buyers are. Although it is not possible for marketers to completely grasp the very essence of each target market and categorize them in proper groups, one cannot deny that there are certain patterns which a similar group of consumers follow up to some extent and knowing that solves a lot of problems in marketing. The power to be able to place these target markets correctly to certain marketing communication strategy effectively will definitely present a great opportunity for business companies to expand and innovate their product offerings to produce excellent revenues in the long term.
By definition, an effective marketing communication strategy represents the success of a company’s collection of all elements in a brand marketing mix that facilitate exchanges by establishing shared meaning with the brand’s consumers or clients. According to Allen (2009), raising awareness or product in target market is where sales begin, and this is where marketing communications activities begin the selling process. Some companies might rely on paid advertising in print and online media while others might opt for public relations and events. However, no company can be sure that they are using the most effective marketing mix without identifying the perfect target market and aligning them to their marketing communication strategy. The objective of creating the perfect communication strategy is to market products or services by generating awareness, conveying information, educating the market and developing a positive image. “Communications include everything from packaging to the visual look of marketing materials, and from the message you convey to the media vehicles you employ to the materials used by your sales force and the