Over the years, marketers have found it challenging to assess efficient communication campaigns but have ultimately decided that this evaluation tends to change periodically

Over the years, marketers have found it challenging to assess efficient communication campaigns but have ultimately decided that this evaluation tends to change periodically (Bobocea, Spiridon, Petrescu, Gheorghe, &Purcarea, 2016). Being able to utilize effective methods of marketing communication constitutes one of the most important parts of creating a strong brand (Luxton, Reid, &Mavondo, 2015). With so many forms of communication being available today, marketing specialists have an integral role of reaching consumers in ways that are compelling and efficient.

According to Keller (2016), one way that marketers can draw attention to their brands is by employing a strategy that focuses on either short-term sales or long-term brand loyalty. Tweets, text messages, and e-coupons can pave the way for achieving short-term sales while the latter can be sustained through building online brand communities via third-party social media (Keller, 2016). One recent study found that increasing the exposure of brands offering consumable products through social media circles (i.e. Facebook Fan Pages) increases consumers’ inclination to buy their products (Xie& Lee, 2015). Examples of such brands applying this strategy include Lay’s, Hershey’s, Taco Bell, and Heineken.

Using permissions-based marketing communications is another strategy commonly employed for reinforcing the promotion of products and services. According to Kumar, Zhang, &Ludo (2014), sending customers direct mail as an opt-in strategy is initially perceived as negative but this outcome is gradually eliminated as the quantity of mail they receive increases. However, using such strategies persistently may also backfire on firms and impact the level of consumers considering opt-outs (Kumar, Zhang, &Ludo, 2014). This suggests that firms must not only consider different options of marketing communication, but also adjust the level of their use based on consumer reactions.

QUESTIONS:

What are some examples of communication strategies that have worked for different organizations?

What are some examples of failed communication strategies?

How can marketers choose effective communication tools to create and maintain customer loyalty?

Luxton, S., Reid, M., &Mavondo, F. (2015). Integrated Marketing Communication Capability and Brand Performance. Journal Of Advertising, 44(1), 37-46.doi:10.1080/00913367.2014.934938

Bobocea, L., Spiridon, S., Petrescu, L., Gheorghe, C. M., &Purcarea, V. L. (2016). The management of external marketing communication instruments in health care services.Journal Of Medicine & Life, 9(2), 137-140.

Keller, K. L. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?.Journal Of Advertising, 45(3), 286-301.doi:10.1080/00913367.2016.1204967

Xie, K., & Lee, Y. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal Of Management Information Systems, 32(2), 204-238.doi:10.1080/07421222.2015.1063297

KUMAR, V., XI, Z., & LUO, A. (2014). Modeling Customer Opt-In and Opt-Out in a Permission-Based Marketing Context. Journal Of Marketing Research (JMR), 51(4), 403-419.