Share This Article
About Marketing Communications Objectives
Marketing communications objectives are long-term objectives in which marketing campaigns aim to increase the value of your brand over time. Unlike sales promotions, which are short-term incentives to buy, communication objectives succeed when you persuade customers through constant reinforcement that your brand has the benefits they want or need.
Primary Objectives of Marketing Communication
The primary objectives of marketing communication reduce to three more essential directives: (a) communicate, (b) compete, and (c) convince. Marketing communications primarily aim to communicate ideas to the target audience.
- This is through advertising, personal selling, sales promotion, or public relations. The principles of effective communication intend to accomplish this task. Most marketing is communications; in this context, communication includes the purpose of marketing communications. In addition, everything communicated must be accurate, truthful, and valuable to the parties involved. Because of the pervasiveness of marketing communication, you have a special responsibility to communicate with integrity.
- The second objective is to help the company compete consistently and effectively in the marketplace. For many companies, marketing communication can offer the company its most promising marketing opportunities. Competitors can sell essentially the same product, at the same price, at the same outlets. Only through marketing communication can the company appeal to specific segments, properly differentiate its effect, and create brand loyalty that can last for many years.
- Furthermore, the importance of extensive communication efforts by competitors means that a company that did not exhibit a strong marketing communication program would appear boring and unconvincing to the customer. Therefore, marketing communication works as a defensive and offensive weapon.
Marketing Communications Objectives Goal
The ultimate goal of marketing communications objective is to convince. Although this goal often attributes to marketing communications, it is the most questionable. “Convince” and “persuade” are not synonymous terms. Realistically, marketing communications do exceptionally well if it presents compelling ideas so the consumer will take the desired action. These insights and other factors will help persuade the consumer to make a particular decision.
Therefore, marketing communication’s ability to present information convincingly is critical. It is also necessary to re-convince many consumers and customers. Just because a person buys a particular brand once or a dozen times, or even over a dozen years, there is no guarantee that he will not stop using the product if he is not constantly reminded of the unique benefits product. Ultimately, marketing communications goals break down into particular tasks. The point is that objectives must guide all marketing communications like :
- To raise awareness:
- Raising brand awareness is not just one of the most common marketing communication goals; it is also usually a first for a new company. When you enter the market, you must tell people about your company’s existence and products or services.
- This could include broadcast or print ads portraying your company’s image and constantly repeating your brand, taglines, and jingles. The whole goal is to become known and memorable.
- To change attitudes:
- Changing perceptions of the company or brand is another common communication goal. Unfortunately, misconceptions about your company, products, or services sometimes develop in the marketplace.
- Advertising is one way to address them directly. In other cases, negative publicity is because your company is involved in a business scandal or disruptive activities.
- To influence purchase intention:
- A key goal of marketing communication is to motivate customers to buy. This is typically done through persuasive advertising, which involves emphasizing your superior user benefits, usually relative to competitors. It’s critical to strike a chord with the underlying need or desire that causes a customer to act.
- To stimulate the Test Buy:
- Two separate but closely related marketing communication goals stimulate trial use and drive repeat purchases. Free trials or product samples are standard techniques to encourage customers to try your product for the first time. But, again, the goal is to eliminate risk and get the customer to knowledge your brand.
- Once you get them on the first purchase, you need to figure out how to turn that into a follow-up purchase. Next-purchase discounts or frequency programs turn unique users into repeat buyers and loyal customers.
- To Drive Brand Switching:
- Another goal closely related to stimulating trial use is to drive rebranding. This goal is to get customers who buy competing products to change your brand. For example, tide detergent is typically compared to “other leading brands” in comparison ads intend to encourage rebranding.
- The advantage of this goal is that customers already buy within your product category. Hence, the need establishes. Now, you must persuade them that your product or service is more and induce them to try it.
In conclusion, effective marketing communication must present helpful ideas (information) in a way that is clearly understood (communicate) and make the consumer believe that the message is valid (convincing) and is as attractive or more attractive than the message delivered by competitors (compete).