Marketing Communication Tools Essay Example | Topics and Well Written Essays - 2250 words

Marketing Communication Tools - Essay Example Marketers and researchers in the field of marketing communication has observed that marketing communication has stayed in the core functional area of businesses and proved to be as vital asset for the organization as its financial resources are (Khosla, 2010). Schultz et al. (2004) identified the importance of marketing communication and the need to diversify use of marketing communication tools and stated that: â€Å"An approach concerns the integration of a wide range of activities and functions that influence and impact upon dynamic information flows between an organization and its stakeholders.   Because in reality consumers integrate all messages received from an organization. Thus, even if the organization has transmitted uncoordinated messages to the same consumer, that consumer will aggregate and integrate those messages according to some pattern. Unfortunately, in some cases, the criteria chosen by the consumer to make such integration can harm the organization and associ ated brand value. Hence the company must be able to manage the process according to its own interests and strategic purposes† (Schultz et al., 2004). Considering the importance of marketing communication tools and the diversified use of these tools, highlighted by Schultz, it can be asserted that the modern business environment might bring a number of challenges to the business. Due to the increased competition in the market place and the requirement of extensive marketing research to promote brands and services, organizations are compelled to adopt an alternative approach which focuses on using multiple sources of marketing and promotion and ensures healthy... The report stresses that marketers and researchers evaluate the benefits a business might achieve by selecting a communication medium. For this purpose, extensive market research is required which helps the market researchers to determine consumers’ preferences and their accessibility to different communication mediums. Once the medium is decided, the researcher then move on to weigh the benefits that an organization perceive it would achieve by selecting the said medium. This reportmakes a conclusion that the criteria to select an efficient marketing communication tool is to carry out a need analysis. The outcome of the need analysis would communicate to the marketers of a business about the expectations and perceptions of the consumers in the market place. Moreover, the organization can also select marketing communication tools on the basis of its targeting strategy. Suppose, if an organization is targeting youth for its energy drink offerings, it would select social network medium to interact with the target market and influence their behavior. While basing their decisions on the target markets and its dynamics for selecting marketing communication tools, organizations must asses its ability to be creative in the marketing campaign and be distinctive in creating compelling marketing pitch. The author of the paper talks that As the business environment and marketing challenges are new with every passing day, it becomes essential for organizations to integrate marketing communication in the core organization functions. Businesses would ensure that that each and every activity of the organization is carried out in a manner, that it markets the organizational values, norms, culture, products and services to the target audience.