Marketing Promotion

Communication Process Schaubild

Core Marketing Ablauf

Marketing communication in 2025

Fundamental changes because of consumer behavior, business models, and technology.

Shift to hyper-individualized communication.

Parts of the promotion mix

Advertising

Public relations,

Personal selling

Sales promotion

Direct marketing

Advertising

Paid form of nonpersonal presentation

Reaching many people from many classes with repeatable message

Public relations

Obtaining good publicity, good image.

„Real“ form of promotion, reaching people who avoid salespersons or ads

Personal selling

Personal interactions between two or more people

Easier gain of knowledge about preferences, convictions etc with quick adjustments

High costs

Sales promotion

Short term incentives to boost sells through dramatized offerings, Buy now!

Not as effective, working with discounts, coupons etc

Direct and digital marketing

Immediate, customized, interactive tools

Real time messages for specific groups, dialogue between marketing and consumers

email, telephone, online, social media

„Rules“ the promotional mix

Advertising and sales promotion, should be honest, not deceptive or „bait-and-switch“ tactic and passing regulations

Personal selling, should follow fair competition rules, no bribes, no obtaining of opponents secrets, not making competitors bad

Push vs pull

Push, is abut marketing to retailers/wholesalers, which market the products to consumers

Pull, markets products to consumer which creates demand to retailers/wholesalers, and then to us

Parts of Digital marketing

Outbound marketing

Inbound marketing

Social media marketing

mobile marketing

Outbound marketing

Search ads, appear on search engines for relevant keywords, they need too be optimized

Display ads, are banners or interstitial ads on websites

Video ads, are short video ads before or during streaming. Skippable, non-skippable

Measuring marketing effectiveness, and problems

Click-through-rate (CRT), measures how many people clicked the ad

Conversion rate, clicks leading to purchase or action

Customer Lifetime Value (CLV), provides long erm view of value

Problems: sales way after ad click, multiple touchpoints with ad

Inbound marketing

Pull strategy through helpful content

Content marketing, with helpful videos, blogs etc

SEO optimization to get higher ranks

Cost efficient, and building trust

SEOs

On page SEO, optimize tags, headers

Off page SEO, backlinks to increase website authority

Local SEO, target geographic searches

Content optimization, regularly update for relevance

Optimize landing pages, inbound marketing

User friendly design

Compelling CTAs, guiding towards purchase

A/B testing, with different designs

Mobile optimization, for mobile users

Reduce bounce rate

Social media marketing

Global reach through TikTok, Instagram etc

Two way communication

Real time feedback

Brand Building, we get a „personality“

Amplify reach via influencers

SoM optimization

Monitor brand mentions

Identify trends and shape content with that

Customer feedback

Address negative feedback quickly

Track competitors

Measure SoM ROI

Engagement, likes, shares, comments

Website traffic through social media

Conversion, from social media to purchase

Earned media value (value of organic reach)

Mobile marketing

Location based marketing

Mobile ads

In app marketing

Push notifications for updates for customer

Challenges mobile marketing

Screen size

Attention span

Privacy concerns like location data

Ad blockers

6 steps of marketing communication

Identification of target audience

Setting objectives

Defining creative routes

Channel selection

Adapting the message

Measure succes

Identification of audience

Needed for the next steps to know, what to say when, how, where and who will say it

Setting targets

Objective:

Awareness →

Familiarity →

Consideration →

Purchase →

Loyalty

defining creative routes

How do you convey your message

Rational appeal, relates to self interest

Emotional appeal, to stir up emotions

Moral appeal to target audiences moral

Channel selection

Nonpersonal channels, carrying message without personal contact or feedback (events, TV)

Word of mouth marketing, cultivating opinion leaders and eating them to spread info

Personal communication, two or more people talking directly (face to face, phone, e-mail)

Adapting the messages

Message should be delivered by highly credible sources like celebs, athletes, influencers etc)

Measuring success / analytics

Communicator should understand the effect on target audience by measuring behavior resulting from the content.

Remembering the message, how often they saw it, how they felt about it, past and present attitudes toward product/company

Setting the promotional budget, methods

Affordable method, management sets budget from affordability

Percentage of sales method, sets budget at percentage of current or forecasted sales or percentage of units sales price

Competitive-parity method, sets budget to match competitors

Objective and task method, sets budget by specific promotion objectives and needed costs for them

Categorization of content marketing Schaubild

Why is DCM (direct content marketing) so good?

It’s communication with (possible) customers without selling a product

It developers engagement, trust and relationships leading to future loyalty

Motives for content marketing engagement (users)

Functional motive, because users consume helpful content, or want to be informed before purchasing

Hedonic motive, because consumers want experience, eg fun and relaxation

Authenticity motive, builds on need to connect with other (also brands). looking for integrity and continuity