The role of Communication in Marketing

Integrated Marketing communications help to define an organisation’s relationship with its customers. Integrating marketing communication emphasises the strategic importance of communication and its long-term effect on customers.  Communication models can act as a predictive guide, but in the end it is important to recognise the autonomy and unpredictability of customers.

Communication to the customers

Communication is a strategic part of the marketing process and the message that is relayed to the customer. Communicating with your customers enables you to pass on your message to them for them to respond.The communication that a brand has with customers determines the way the customers perceive the brand. These communications adds value to the brand in the mind of the customer and builds on their cognitive and emotional ties to the brand. In a nutshell, communication is the message that is delivered to the client and marketing is the means of getting it across. Communication therefore is a vital part of the marketing mix (which will include marketing communication, price, products and distribution) and should be taken seriously. You can make use of both traditional media and online media communication to reach your customers.


A practical approach to your internet marketing strategy.

It is very essential to have a good internet marketing strategy. Such as a great product, a web site specifically designed to sell and a killer internet marketing strategy

For Example you are the marketing manager of a financial institution that is trying to grow its student client base. The financial institution is well known for its business banking services but is trying to cultivate a more youthful and approachable image by running a contest during the summer holidays for potential student clients.

Two main objectives for thisinternet marketing campaign.

  1. To increase database and customers of a certain demographic (students): to have at least 100 email addresses by the end of summer through the contest on Facebook where participants will be offered a free quotation.
  2. To increase brand awareness: to have at least 200 likes on our Facebook page by the end of the summer holidays for the 10% discount offer for new clients.

The target market will include detailed demographic information.

  1. Gender: Male and Female
  2.  Ages of 15 – 30
  3. Interest:  Reading, sports and travel.

The tone of language and degree of formality to use in the campaign.

The tone will be chatty, personal and informal; a much lower degree of formality will be used. This is so because it will blend into the pages content and at the same time be informative, factual and relevant.

The strategy outline for this scenario is as follows;

  • Specific tool used: Give the name of a specific online tool or application that you will use for each part of your strategy, e.g. “WordPress” for a blog, “Facebook PPC” for advertising.
  • Frequency of communication: How often will you post new content or contact your target market through this medium? This is not applicable for the online advertising.
  • Call to action: What is the main call to action in each specific marketing approach? This is typically a line of copy in your chosen channel, whether it be an email, a post on a social website, or a text message. Express your call to action as a direct statement (e.g. “Click here now!”).
  • Link to website page: Assuming your business has a website, which specific page of your website will you send visitors to once they’ve clicked on your call to action link in your chosen channel (for example, by clicking on the “View our products now!” link in your email newsletter)?
  Specific tool used Frequency of communication Call to action Specific website page address where you’ll send visitors
Social media Facebook Once Everyday Good Join us and get a free quote for opening an account


Email Promo via Constant contact Once a Month Read more about our student promo of 25% discount rate.


Online advertising Facebook PPC


Enter now and win a Bursary worth R100, 000


Mobile Coupons through sms Once every two weeks Open an account now and get 10% discount

Creating_ new_account

3 tools to drive traffic to your website

Search Engine Optimisation – SEO will drive traffic to your website. Both paid and natural advertising will bring traffic to your website.

Online Advertising – will drive interested and potential customers to your website both paid and free.  Examples of paid platforms include Google Adwords

Facebook Adverts

or Yahoo

Social Media – Through social networks customers are constantly and subtly being reminder of your marketing message due to the community it builds who refer back to or are located on your website. Some of these include social networks, forums, blogs and Aggregators, social sharing, converging media and collaborative creations like Wikis

4 steps of a holistic internet marketing Campaign

Attraction what you have to do to attract visitors to your website. In order to drive traffic to your website you must advertise online. Pay per click (PPC) in particular will drive interested visitors to your website. Search Engine Optimisation (SEO) will also generate traffic to your website. Viral Marketing is another tool that will drive a large number of new visitors to your site.

Retention How to keep these visitors on your site and how to make them return. With a good web copywriting and a good user experience and user interface you can keep customers on you page and even make them return for more. Your email newsletter will also make customers to repeatedly visit your website. A blog will also keep visitors on your website and cause them to revisit your website.

Conversion or purchase how to get these users to respond to all your call to action and to eventually buy your product/services.  A good web copywriting and blogging will convert potential leads to potential customers. Also a good web design will also increase conversion rate due to the good user experience it creates.

MeasurementHow to record, keep track, and analyse these users’ activities in order to improve on your website. With web analytics you can track and analyse user data so as to better project for the future and improve on your product/services

My least favourite teacher

My Mathematics teacher was my least favourite teacher in secondary school. She was always jovial. She was slow to act and had a weird sense of humour. She will always praise her best pupils in class.  She will tell her best students to sit in the front desks and those least interested in Maths to sit at the back.

What i admired most with her pedagogy technique is she never hesitates to correct her pupils when they are wrong. Her favourite quotation was ‘ had i known comes last‘. Funny right? I only got to understand the meaning of this quote only later in secondary school when i failed the final year Maths exam. Indeed it made me admire her most for her wits when i finally passed Maths later in the University.

Marketing also entails that you know Maths because you will use it for your market research, consumers’ analysis, competitor analysis, and all data analyses and also when gathering statistics for your business. You will need these analytical skills in your internet marketing user data analysis to project and refine your strategy.

So Maths is good, study hard and you will like Maths. Don’t wait till you say ‘had i known’ at the end of the school year. Good luck to all.

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