http://www.maniacsolutions.com/marketing-notes-kotler/
How Customer Communications Creates New Factors in a Marketing Communications Plan
- At the completion of a management system client communications, there are additional considerations regarding the development of a marketing plan and communications.
The communications plan Marketing can provide a clear guideline as to how to run, the expected costs and expected return. Management of customer communications increase ease with which it can be a multi-channel marketing communication strategy implemented. Also increase the sophistication with which a company can communicate so relevant to their customers.
In the context of discussing the plan to use P Philip Kotler "frame as this study is the standard for almost all traders.
First, it allows for the four Ps of product marketing in the context of customer communications management:
- Product – What products are you looking to promote? Today's customer communications management platforms means you can sell more than one product individual in a campaign based on individual user profiles. Therefore product range selection is an additional component on the client management communications-driven marketing and communications plan.
- Place – customer communications management processes are marketing communications plan complete freedom to choose from a wide range of communication methods. These include voice, direct mail, transactional mail, e-mail-oriented social media, social media direct, SMS, mobile and web. Therefore channel Flexibility is a key advantage for the marketing communications plan.
- Promotion – in particular what is the promotion and what are the objectives of promotion? To reap new customers? To market to your customers today? To publicize the launch of a product? To build brand through a resource advisory news about your company's efforts in the community? To raise funds for a charity sponsoring your business? The options are wide and varied. The key point here again is that with a platform of integrated communications client, you will have the flexibility promotion.
I have highlighted four key phrases that I feel now be applied in the marketing and communications plan. We will review these individually.
Product Range
A good client communications infrastructure will provide significant data analysis and extraction capabilities. A good propensity to buy model analysis does not allow only a unique product that is promoted to an individual client, but a reference range of products that will appeal.
Remember that each client can communicate with a real one to one basis. Therefore, the scope of products you wish to promote must be considered – There shall be in the same category, but it is possible that the desire to promote certain products in certain categories more difficult.
Price Elasticity
Not all customers are born the same. The process of data analysis within customer communications management will be built in its price elasticity of marketing communication plan. You can learn by example most acute for customers when they can only buy a promotional offer is in place. Customers can buy only when the product is the most recent available. The marketing communications plan can take into account the price elasticity of supply focusing on a one to one or customer segment basis.
Channel Flexibility
The ability to deliver a standard message, but relevant in sync to virtually any customer communication channel has always been a holy grail. My list shows nine channels of communication here. Each has its merits and the ability to deliver consistently consistent messages in each, the power of these systems is as yet unexploited by marketers.
Some channels carry the ability to target consumers 24 hours a day. Others, such as e have the advantage of longevity and time in front of the eyes to customers. The scope of increasing sophistication in marketing is increasing all the time.
While this level of flexibility is new in the market, I can see that the coming years will reveal many interesting facts about the use of these channels and their performance in various customers and product segments. The ability to analyze the performance of campaigns based on data from a single system is a new feature that works in support of marketing and communications plan.
Never before have companies had the option of combined communications channels with the ability to manage effectively. The next decade will offer some very interesting ideas on communication channels and their relevance in different market segments.
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About the Author
The author owns and runs the website Document Projects. The site provides commentary, news and articles related to the world of Customer Communications Management.
The author provides consulting services to companies wanting to improve the way they communicate with their customers.