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Marketing Communication - Coggle Diagram

- - - - relies on traditional channel (TV, radio, print, outdoor)
      - reaching audience with one way message
      - limited targeting (less ability to reach specific demographic)
      - limited interaction and engagement with audience (1 way)
      - limited data/analytics (cannot measure effectiveness)
      - less on story telling & brand narratives
    - - -shifted towards digital channels (website, social media, seo etc)
      - -greater emphasis on targeted and personalised messaging and reaching specific audience
      - -two way communication engagement and feedback
      - -integration marketing effort
      - -increase focus on content marketing, storytelliny, building brand narratives
      - -rise of influencer marketers
- - - - The process of communication is started by the sender. The sender encrypt the message and choose a channel to send it through to the recipient.
    - - A message can be delivered to its target audience using a communication channel. Communication channels include phone calls, text messages, emails, videos, radio, and social media.
    - - The reaction or response of the receiver is called feedback. It provides insight into how the receiver interprets and understands the message of the sender.
    - - Noise is anything that stops a receiver from fully comprehending a message. Noise can be both external and internal, and it can disrupt communication at any time.
    - - Medium is the method by which the message is delivered between the sender and the receiver. Print, mass media, electricity, and digital are mediums.
    - - The receiver decodes, interprets, and responds to the message of the sender. The receiver of the message gives the original sender a response or feedback.
    - - Context is a collection of observable conditions that both the sender and the receiver can use to associate the same elements with a specific message.
  - - - Message Development:
        
        Marketing Objectives: Clearly define what you want to achieve with your marketing campaign.
        
        Target Audience: Identify who you want to reach with your message.
        
        Positioning: How you want your brand to be perceived in the market.
        
        Unique Selling Proposition (USP): What makes your product or service different from the competition.
      - Message Framing:
        
        Emotional Appeal: Evoke feelings to connect with your audience on a personal level.
        
        Logical Appeal: Use facts and figures to persuade your audience rationally.
        
        Ethical Appeal: Appeal to your audience's sense of right and wrong.
      - Channel Selection:
        
        Traditional Media: Use traditional channels like television, radio, and print to reach a wide audience.
        
        Digital Media: Use digital channels like websites, social media, and email to reach a targeted audience.
        
        Social Media: Use social media platforms to connect with your audience and build relationships.
        
        Public Relations: Use public relations to generate positive publicity for your brand.
        
        Events: Use events to create experiences and generate excitement for your brand.
    - - Message Reception:
        
        Attention: Grab your audience's attention with a strong message
        
        Interest: Keep your audience interested with relevant and engaging content.
        
        Desire: Create a desire for your product or service by highlighting its benefits.
        
        Action: Prompt your audience to take action, such as visiting your website or making a purchase.
      - Message Interpretation:
        
        Perceptual Errors: Be aware of how your audience may perceive your message differently than you intended.
        
        Attitudinal Biases: Consider how your audience's existing attitudes may affect their interpretation of your message.
        
        Cognitive Biases: Be aware of how your audience's cognitive biases may affect their decision-making.
      - Message Response:
        
        Acceptance: Encourage your audience to accept your message by building trust and credibility.
        
        Rejection: Address any objections your audience may have to your message.
        
        Modification: Adapt your message based on your audience's feedback.
    - - Monitoring and Evaluation:
        
        Sales Figures: Track your sales figures to see if your marketing campaign is effective.
        
        Market Share: Measure your market share to see how your brand is performing against the competition.
        
        Customer Satisfaction: Survey your customers to see how satisfied they are with your product or service.
        
        Brand Awareness: Track brand awareness to see if your marketing campaign is increasing brand recognition.
        
        Brand Loyalty: Measure brand loyalty to see how likely your customers are to repeat business with you.
      - Adaptive Communication:
        
        Refine Message: Refine your message based on your feedback.
        
        Change Channels: Change your channels based on your audience's preferences.
        
        Adjust Positioning: Adjust your positioning based on the market conditions.
    - - Noise:
        
        Internal Noise: Factors within your organization that can interfere with effective communication, such as organizational culture, departmental silos, and lack of communication.
        
        External Noise: Factors outside your organization that can interfere with effective communication, such as competitor activity, economic conditions, and technological advancements.
      - Relationship Building:
        
        Trust: Build trust with your audience by being honest and transparent.
        
        Credibility: Establish credibility with your audience by being knowledgeable and experienced.
        
        Transparency: Be open and honest with your audience about your product or service.
        
        Responsiveness: Be responsive to your audience's inquiries and concerns.
        
        Empathy: Show empathy for your audience by understanding their needs and wants.
    - - Agenda-Setting Theory
      - AIDA Model
      - Cognitive Dissonance Theory
      - Diffusion of Innovations Theory
      - Social Learning Theory
      - Expectancy Theory
      - Framing Effect
      - Priming Theory
- - - - Preferences
      - Needs
  - - - Segmentation
        
        Divide market into smaller groups
      - Select one or more segments to focus your marketing efforts to needs and preferences