{"id":666,"date":"2011-09-28T08:32:21","date_gmt":"2011-09-28T01:32:21","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=666"},"modified":"2011-09-28T08:32:21","modified_gmt":"2011-09-28T01:32:21","slug":"developing-a-marketing-communications-strategy","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2011\/09\/28\/developing-a-marketing-communications-strategy\/","title":{"rendered":"Developing a Marketing Communications Strategy"},"content":{"rendered":"

\"marketing-strategy-300x200\"<\/a>Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process.
\nWith today’s multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important.
\nThe marketing communications function (commonly called “marcom”) has many communications tools available. Some companies in an industry might rely on paid advertising in print and online media. While other companies in the same industry might rely on a very different media mix, such as public relations and events.
\nHowever, no company can be sure they are using the most efficient media mix without creating a marcom strategy that is aligned with their overall strategic marketing direction.
\nTurning the strategic direction into marketing messages<\/span>
\nThe marketing communications strategy process usually begins with creating a “messaging strategy” — determining the consistent theme or fundamental selling message that will he used in all marketing materials.
\nAnother key part of the messaging process is creating the positioning statement. This two sentence statement tells what you sell, to whom, and why customers should buy it.
\nAs you move through the process of creating a positioning statement, you’ll want to capture your brainstorming results, such as in your marketing strategy mind map. Then, refine and test those creative approaches until you settle on your company’s positioning statement.
\nYour positioning statement is critical to making all of the other parts of the marketing communications strategy work well. This is because every awareness-building and product information program needs to paint a clear, concise picture of what you sell and how customers will benefit from using your products.
\nSelecting effective marketing programs<\/span>
\nOnce you have settled on a strong positioning statement, you can develop sound strategies for your marcom programs. For most companies this means considering programs such as:<\/p>\n