Marketing communications have always been important in survival and growth of the business. The role of marketing communications in shaping and influencing the consumer behavior has been prominent for ages now. The importance of shaping consumer behavior among marketing communications has assumed much significance than ever before provided the mayhem in the markets. As marketplace has saturated with multiple brands in same categories of products and services compete and spoilt consumers for choices. Marketers have always been burdened with taxing jobs of researching markets and consumer behavior and tailor marketing communications plans and programs accordingly.
Moreover, the role of marketing communications has become more robust in the wake of advent of internet and social media communications. The multitude sources of information available to consumers has actually made the turf of marketing communications more demanding and detail oriented. The level of volatility in consumer behavior has gone from bad to worse as and this is the reason the marketing communications have gained the status of most instrumental business area in the corporate scenario. The new era of information influx requires the marketing communications anew and therefore the concepts of consumer generated marketing and customer centered brand managements are rearing heads to rule to roost. Elaborating the evolution of novel approaches in marketing communications for the consumers of late. It can be discussed that there is a kind of "always on" communication system shaping up between the most outspoken and committed of the tech-minded users. It is in connection with understanding of consumer behavior that the marketers get engaged in several activities pertaining to honing and strengthening communications of marketing.
Marketing communications merit certain level of data researched regarding the present consumer behaviors and attitudes. It is of view that IMCs (Integrated Marketing Communications) in present corporate world take in consideration a great deal of data to segment and target markets suitable for the proposition in view and the positioning is carried out in accordance with such categorization of the markets. Reaching consumers at all those moments when their decisions are most affected and influenced. This pattern of exercising influences evident by an example of consumer electronics companies that ensure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term - soap opera. It has been a common perception that pervades within the marketers from across the globe and that is: Seek the moments and touch points that bring consumers closest to the marketing communications or advertisements to exercise maximum influence on consumers’ thought processes.
Marketing professional have worked on few of the ground breaking models that are likely to be applied to consumer decision making processes in relation to the marketing communications and the touch points. Among various models of consumer decision making process, one is based on a metaphor – funnel. The premise of this school of thought is that consumers actually make their journey from various alternatives to few and then to the selected one while deciding upon the items for purchase. It states that most of the times the consumers start thinking of alternatives that they want to buy first and then go through a mental process of omission of alternative until they reach most likely few. This is the touch point among many others that the marketers try to tap with marketing communications as consumers are to be directed at this juncture of selecting alternatives. Branding, comes to fore while the consumers are going through the funneling process in their minds casting away certain brands and considering the remaining few. But it is of concerns that the funnel concept has now taken jolts for its inadequateness as market is more proliferated than ever with most competitive offerings. The influx of information has made the matters more troubled for marketers to concentrate their efforts before well informed customers.
Shaping up the consumer behavior requires great deal of effort from the marketers’ end as the approach has not been linear anymore. The decision making process carried out by the mental faculties of consumers is far complex than previously considered decision making patterns. Therefore it can be illustrated that marketing communications take in consideration the consumer behavioral patterns and consumer decision journey is indeed the most mooted and discussed area in marketing literature. The situation gets even complicated for marketers to align and meet changing market needs.
Keywords: Marketing, Marketing Communication, Consumer behavior, Metaphor – funnel, Integrated Marketing Communication
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