Although there is a model to create a marketing communication plan , there is no model that lists the goals and points of attention around marketing communication. That is why I have developed a marketing communication model myself. With this model I enter into a substantive discussion with my clients. In this article I explain the model.
Shannon, Waever, Kottler, Porter, Osterwalder. Rings a bell ? I hope so . They are the icons in communication or marketing. But not in both. There are few to no icons for marketing communication. There is also no model for the communication of marketing. That is why I developed the model below.
Who is the model intended for?
Are you a starter? Then the Marketing Communication Model is mainly a practical manual. If you have been in the marketing communication sector for a few years, then the model is a test of whether you have thought of everything when setting up an action or campaign. My experience is that points of attention are always skipped. With the Marketing Communication Model you reduce the chance of errors and increase the quality of your action or campaign.
The basics
The Marketing Communication Model is an evolved version of the communication model devised by mathematicians (!) Shannon and Weaver. In this model, the sender communicates a message to canada telegram data the receiver. The goal is to convey a message as clearly as possible. Noise, together with the encoding and decoding of a message, cause problems in realizing this goal. Are you unfamiliar with the communication model or do you need a refresher? Toolshero explains it to you in detail.
Goals
The Marketing Communications Model combines the goal of communication with the goals of marketing and advertising, and with the goal that the customer has in mind.
The purpose of marketing
The goal of marketing is the goal that the sender wants to achieve. We usually do not talk about corporate goals such as growth in quality, sales, turnover or profit margin. Corporate goals are made smaller and clearer via KPIs: key performance indicators. You can find 18 clear KPIs in this blog from Clearpointstrategy.
The purpose of advertising
In the book Marketing Communications Strategy (aff.), Floor and Van Raaij define the following goals of an (advertising) message.