Marketing and Promotion can occur through various avenues. Creativity not withstanding, all marketing and promotion can be categorized in 1 of 6 primary forms.
These 6 primary forms of marketing communication are as follows:
Media marketing communication refers to any traditional mass distribution broadcast or publication with a large volume of viewers, listeners, or viewership. Television, Radio, , Internet Banner Ads, Magazines, Newspapers, Billboards, etc are all forms of traditional media marketing.
A more recent addition to this type of marketing communication is the webinars and social networking sites on the internet.
Regarding up front costs, media marketing communication tends to be the most expensive type of marketing. This is due to the value related to the mass volume. The back end reward is that because of the volume, the actual cost per lead can be less if a high volume responds to the marketing effort. So, the trade off is that it may cost more up front but can produce more leads by volume.
Mail is an equally popular method of marketing communication. Whether it is direct and independent or bundled in a mass mailing, millions of marketing message are sent by mail daily. Distributing marketing messages by mail is difficult, though. It is so easy for the message to simply hit the trash.
Ideally, if marketing communication is performed by mail, it should be to a targeted list. A target list is list of subscribers who indicated an interest for a particular product or service. Since mail is paid per unit delivery, it is more cost effective to mail to individuals who expressed interest or who have demonstrated interest by previous consumption.
The telephone is another obvious form of marketing communication. Whether there is a live human dialing you or if contact is accomplished by an auto-dialer, the telephone can be an efficient way to contact a large amount of people in a short period of time. The telephone, due to the number prefixes, also, allowed for targeting specific geographical areas. Limitations with the phone, however, include the requirement that someone answer, or have voice mail, and short duration of exposure to message. Additionally, legalities must be considered due to the “do not call” list which allows numbers to be opted out from direct marketing.
Electronic marketing communication is best know by fax or email. These are very cost efficient mediums with email marketing being near infinite return on investment when successful due to the negligible cost associated. Also, the available message space is virtually infinite, as well.
Another rising form of electronic marketing communication is SMS and MMS through the mobile phones. These are otherwise known as text or picture messaging. Systems are available now that can mass text to multiple mobile numbers at once, or allow consumers to text in a particular message to a 5 digit number in order to receive a pre-formatted message. This is usually associated with contests for sufficient enticement.
The issues with electronic marketing communication, quite similar to mail and telephone, is that you must build a list of names and associated email addresses, or numbers, in order to market in volume.
5. Direct Contact
Marketing communication by direct contact is less efficient unless talking to groups. And, even then, it is usually limited to a very finite number. This is in stark contrast to the other forms of marketing mentioned above.
Additionally, direct contact can be a more aggressive, or assertive form of marketing and requires a special verbal communication skill set. If direct communication is not handled correctly, prospects can be easily alienated.
The underlying theme to direct contact is that efforts must be made to determine the interests of the consumers and to tailor solutions which accommodate their needs and interests, versus the needs of the marketer.
This is true for all forms of marketing, but especially poignant and noticeable with direct contact.
This final form of marketing communication is very strong and highly effective. It relies on the testimony of previously satisfied consumers to market. It is really marketing based upon strength in relationships. It has been reported that it is 6 times easier to market to someone where a relationship has already been established than to a new contact.
Referral based marketing communication is the truest form of flattery or complement that a business can receive as it reflects upon the genuine acceptance, appreciation, and approval of an established relationship. Theoretically, as a quality business grows, referral marketing of satisfied consumers can be a perpetual source of new clientele.
A key concept to remember when employing any form of marketing communication is that studies show that it typically takes an average of 7-9 exposures to a message before a consumer will respond to an offer. This means that your budget should take this into consideration when deciding on a particular form of marketing communication.
A second key concept is that you have to do split testing and statistical analysis to objectively determine which marketing messages, and marketing communication avenues, are producing.