What elements of marketing communication can be distinguishe? In marketing textbooks you can find a simple explanation of the process of sending and receiving a message. It consists of: sender and receiver; message; transmission channels; noise, interference in communication; feeback messages. The elements of marketing communication are obvious, but clearly defining them helps a lot especially at the beginning – when we plan marketing communication channels or means of expression. We recommend Information noise – examples that give food for thought When planning each marketing communication campaign.
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You can check whether you can clearly define these elements. If not, it is worth rethinking who is to be the recipient of the message, what database channels to reach it and what to tell about. Sometimes, as a result of this simple exercise, you can see some illogicalities at a glance – the target group you care about does not use the communication channel you have chosen. Other times, checking such a checklist allows you to anticipate threats, such as communication disruptions, that may arise.
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It may be a bad attitude of recipients, technical problems or actions of competitors. Then you can counteract them or prepare, for example, a communication strategy that will help deal with the crisis before it arises. One cannot forget SAB Directory about the last element of marketing communication, which is feeback. Such summaries are worth doing after each campaign. In this way, you can create a smooth cycle in which collecting data from the market or marketing audit at the end of the previous campaign is the starting point for the next one. Individual elements can be selecte base on your budget, product type or competition activities. It is also important at what stage of the life cycle the product is at.
