Marketing communication strategy is related to promotion strategy in a product. Because marketing is one of the important points in the success of product sales. This section contains several types of marketing communication strategies proposed by different experts.
The following is a marketing communication strategy that is often used as a reference by Kohler and Smith.
- Advertising. Advertising or advertising is a non-personal presentation or promotion of products paid for by the company. Advertising is also a marketing communication strategy with TV, radio, magazines, newspapers and so on.
- Sales Promotion. To promote sales aims to increase the desire of target consumers to buy a product. This can be in the form of short-term incentives that are attractive to consumers. Promotion also aims to persuade consumers to buy the product.
- Public Relations & Publicity. It aims to improve the relationship between the product with consumers and the general public. This strategy can be done by running several interesting programs that can improve the image of the product.
- Personal Selling. Direct sales can be a marketing communication strategy where the company can interact directly with consumers. In this case, the company can explain the product in more detail and receive feedback from consumers.
- Direct Marketing. Direct marketing which means interacting directly with consumers with non-personal media such as email, telephone, mail and so on.
- Sponsorship. Sponsoring an activity can be a good marketing communication strategy. This can increase brand awareness and reputation of the company itself.
- Corporate Identity. Building a corporate image is also important for the company’s long-term plans.
- Packaging. Product packaging can be an important thing in a product marketing communication strategy. Attractive packaging can influence consumer decisions in buying products. This communication can be in the form of design, color and shape of the product packaging.
- Points of Sale and Merchandising. This strategy is carried out by displaying products and making supporting materials such as posters, stickers, banners and designs from points of sale.
- Word of Mouth. This strategy is a personal communication that is quite effective in increasing product sales. Word of mouth is very effective in influencing consumers to buy a product. Consumers will buy products that are recommended by their acquaintances because they think that the product information is trusted and personal.
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