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Evaluating Communication Strategies in Marketing and Advertising
Communication strategies are crucial in reaching and influencing consumers in marketing. Several mediums are available to advertisers and marketers, each with its strengths and weaknesses. In order to create an effective marketing plan, it is vital to deeply comprehend the target audience and the message that needs to be communicated. It is also crucial to consider the marketing plans goals and what message needs to be communicated, whether the goal is to build brand awareness, promote a new product, or increase sales.
The type of communication strategy predominant in the industry varies based on the target audience and the marketed item or offer. For example, Sama (2019) found that media advertisements significantly impact consumer behavior, indicating that traditional mediums such as TV, radio, and print are still relevant. On the other hand, Beaunoyer et al. (2020) noted the increasing importance of digital media in reaching consumers, particularly with the rise of the COVID-19 pandemic and the resulting shift towards online communication. Outside forces can significantly reform the traditional way of marketing.
Social media would be the main focus of the final marketing plan. It is the medium for viral communication because it allows for the quick and widespread dissemination of information and ideas to a large audience (Borges-Tiago et al., 2019). It allows users to connect with others and share information with their networks. As a result, social media has the potential to be an extremely effective marketing tool, as it can reach a large number of people and allow for the creation of viral marketing campaigns. Focusing on social media as a marketing medium can help a company increase its brand visibility, build brand awareness, and engage with its target audience. It provides a cost-effective way to reach consumers, as social media advertising can be less expensive than conventional advertising like TV.
In conclusion, there is no universal solution to the type of communication strategy predominant in the industry or the most powerful medium. The choice of medium and the approach to communication will vary based on the target audience, the product or service being marketed, and the marketing plans goals. Through mindful evaluation of the pros and cons of each medium and the value proposition being communicated, marketers can create an effective and successful marketing plan.
References
Beaunoyer, E., Dupéré, S., & Guitton, M. J. (2020). COVID-19 and digital inequalities: Reciprocal impacts and mitigation strategies. Computers in Human Behavior, 111, 106424. Web.
Borges-Tiago, M. T., Tiago, F., & Cosme, C. (2019). Exploring users motivations to participate in viral communication on social media. Journal of Business Research, 101, 574582. Web.
Sama, R. (2019). Impact of Media Advertisements on Consumer Behaviour. Journal of Creative Communications, 14(1), 5468. Web.
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