Effective Communication and Marketing Management

The selection of communication channels is the 5th step in developing effective communication strategies.
The choice of channel depends on the company's objectives and is essential for driving brand awareness, trial, and repeat purchases.

Marketing communication activities contribute to brand equity and influence various brand communication objectives: - Brand Awareness - Brand Image - Brand Response - Brand Relationships

Advertising - Examples: TV ads, print ads, radio ads, billboards, cinema ads, point-of-sale (POS) displays, brochures, posters, leaflets, packaging.
Public Relations - Activities to promote or protect a company's image, such as press kits, charitable donations, speeches, and corporate publications.
Events and Experiences - Company-sponsored activities to create memorable moments for consumers. - Examples: sports events, entertainment, arts festivals, factory tours, company museums.
Sales Promotion - Short-term incentives to stimulate quicker or larger purchases—e.g., contests, coupons, frequency programs, premiums, free trials.
Online Communication - Digital tools for product promotion, including corporate websites, online stores, social networks (e.g., Instagram), online ads/banners, and search engine marketing.
Direct Marketing - Direct communication with customers omitting intermediaries—e.g., catalogues, email newsletters, telemarketing, TV shopping.
Personal Selling - Face-to-face interactions with customers to make sales and cultivate relationships—e.g., sales presentations, meetings, trade shows.
Word-of-Mouth - Encouraged through company activities such as social media contests or product sampling.

Haribo in South Korea - Market for fruit gums worth €165 million; Haribo holds 41% market share. - Hosted “Haribo World” attracting visitors for experiences, emphasizing brand engagement.
Check24 PR Campaign - Launched jerseys promoting brand visibility free of charge but required app registration. - Achieved significant reach, exceeding initial user engagement goals.

Distribution of jerseys: 400,000 daily, outreach reaching a total of 5 million people.
User retention strategy leveraging subsequent engagement activities.

Traditional advertising is no longer sufficient; digital touchpoints have a greater emphasis due to changing customer behaviors.
Increasing daily time spent on mobile devices affecting how brands connect with customers: - In Germany, average daily TV time is being compared to mobile usage statistics. - Mobile devices account for a larger share of website traffic.

Worldwide mobile app downloads reaching significant milestones across various platforms.

Detailed data on media types and their market shares inform about consumer preferences and spending behavior.
Sources: Statista (2023)

Definition - Use of influential social figures (influencers) to promote products, leveraging their credibility and trust within specific niches (e.g., beauty, lifestyle, technology).
Influencer Strategies - Sponsored posts, giveaways, tutorials, events, product collaborations.
Engagement Metrics - Measurement of reach, impressions, click-through rates, and engagement on posts.

Social Media Platforms - Facebook, Instagram, LinkedIn, YouTube, Twitter, TikTok. - User demographics and engagement statistics highlight the effectiveness of each platform in targeting specific audiences.
Social Listening and Trend Identification - Monitoring discussions around brands to adapt marketing strategies effectively.

Examples from brands showcasing effective social media strategies can provide insights into capturing consumer interest.

Focus on addressing clear customer needs through variable engagement strategies utilizing diverse media channels.
Constant monitoring and adjustment of communication channels across digital and traditional platforms are essential in maintaining a competitive edge in rapidly evolving markets.