Marketing Communication Strategies

A marketing communications strategy uses various marketing channels and tools in combination to focus on the way that a business communicates a message to its target audience. The marketing communications strategy allows the public to know or understand a brand or service.

A marketing communication strategy’s objectives are to focus on customized messages, targeting customer groups or individuals to create high business visibility, reputation, and greater brand recognition. A primary goal of marketing communication is to persuade consumers, either by changing their perception of a brand, product, or service or by persuading them to purchase a product or service. Marketing messages use stories and images to focus on how the product or service makes an emotional connection with the audience rather than the attributes and specifications it possesses.

CompuKol Communications achieves the objectives above by utilizing online presence, content marketing, and social media strategies to focus on defining your target market, competitor analysis, WIIFM (What’s In It For Me?), and USP (Unique Selling Proposition). They are defined as:

• Target market: A group of customers on which a business focuses its marketing efforts and resources. A target market is a subset of the total market for a product or service. It typically consists of consumers who exhibit similar characteristics (such as age, location, income, or lifestyle) and are considered most likely to buy the business’s offerings or are likely to be the most profitable segments for the business to service.

• Competitor analysis: An assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats.

• WIIFM: This is an acronym for “What’s In It For Me?” Conceptually, it is communicating the value of your product and/or service directly to the buyer or potential buyer.

• USP: Unique Selling Proposition (aka, Unique Value Proposition) refers to the unique benefit possessed by a business, service, product, or brand that enables it to stand above its competitors. The USP must highlight product benefits that resonate with consumers.