Do Communication Marketing, Not Marketing Communications
From Wikipedia: Marketing (from the English marketing - literally translated from English means “market action”, “market activity”) is an organizational function and a combination of processes for creating, promoting and providing a product or service to customers and managing relationships with them with benefit for organization. Broadly speaking, marketing objectives are to define and satisfy human and social needs.
Classics of marketing: there - advertising, from there: focus groups and polls
Until recently, communication with consumers was, in fact, one-way: there - advertising, from there: focus groups and polls. Feedback tools had a huge error, since they did not correspond to the volumes of the target audience (very small samples) and were subjective in nature (often the performers did beautiful research, rather than objective).
Marketing was built on the model: Creating a product → Convincing the buyer of his need and the need to purchase it. Main channel: Advertising, Methods: information load, mass presence. The winner was the one who created a more massive and broadcast information flow, or spent huge funds on research, that is, provided feedback. For most, this work is a lottery, because in advertising you can’t say everything and everything, you need to guess the target audience and the product property that needs to be conveyed to this audience. If there is a hit, advertising will work, if not, then the money will be wasted.
This model no longer works, first of all, due to the oversaturation of all information channels with advertising, as a result of which the consumer has developed immunity to many types of advertising and filters it in its information stream, advertising has turned into useful information in the background.
Due to the fact that today, through social networks, we have direct access to the information flows in which our consumers “live”, we can study these flows, reliably analyzing the needs of consumers, we can enter into a dialogue with them, not push them goods and services, as advertising does, do not burden them with unnecessary information, but communicate with them and thereby find out their needs and return them in the form of the required product properties. Today, in our information exchange with the consumer, we easily endow the product with the properties that they NOW need. We, in fact, massively carry out individual sales, adjusting to the consumer and do not burden him with unnecessary information. This is a completely different approach, completely different - Communication marketing.
In practice, Communication marketing is the formation and implementation of ideology and communication policy, based on the properties of what we offer our customers and on the image of the company that "ideally fits" our product and its consumer. This is done with constant adjustment of the information flow using continuous feedback from consumers. To follow us, our customer must be 100% sure that they hear, understand and offer him NOW exactly what he needs, what he expects.
Advertising here begins to play a background task, like a dance. And the goal of all this is sales. Because the market today is not in stores and not on advertising posters, but on smartphones.