Developing A New Marketing Communications Plan For Small And Midsized Companies

As you begin, or refine, your marketing and marketing communications planning for the coming year, you’re probably a little uneasy about whether you’re maximizing your strategy, budget, plan, executions and measurement. Whether you’re a B2C, B2B or nonprofit marketer, it might help to know you’re not alone. It’s always a challenge to develop these plans, but especially now.

In fact, 93 percent of Chief Marketing Officers say they’re under more pressure to deliver significant ROI, while only eight percent say they can determine ROI for their social media efforts.

Marketing And Marketing Communications Challenges
Our continued unsettled economic and political landscape and changing demographic patterns, coupled with the explosion of new communications tactics, along with a plain lack of trust between buyers and sellers, has led to the increasing levels of uncertainty that we all feel. In developing new plans and strategies, this translates into a host of considerations:

  • Expenditures for major media (as led by television, yes television) and marketing services (as led by sales promotion) in the U.S. are projected to total an all-time high of $406 billion in 2015. That’s a staggering $1,262 per person (Zenith Optimedia)! Beyond the dollars, that’s a lot of clutter and competition.
  • Conversely, median household income declined 8.7 percent between 1999 and 2013 to $51,939 (Census Bureau Current Population Survey). During this time, most buyers have learned how to spend their hard earned dollars more cautiously.
  • The two largest and most important age cohorts are very different. Millennials are more willing to buy lesser known brands, don’t see ownership per se as an aspiration, and are cash strapped. On the other hand, the brand loyal Boomers will account for about 70 percent of U.S. disposable income in 2017 (Quirk’s Market Research).
  • No one expected the efficiency and simplicity of emails to reach today’s volume, as businesses now spend nearly one-third of their work week managing them (McKeney & Company). Maybe declaring an email holiday is in order.

And, if you’re unsure or apprehensive about next year, perhaps your customers and prospects are too.

Improving Marketing And Marketing Communications ROI
So what can be done to develop a better overall program? I believe there are important steps you should consider for improving ROI.

1. You really need to know what your customers and prospects want and need, how they perceive your product or service, and how your brand stacks up to completion. Avoid corporate myths and mere opinion, and employ market research to focus your planning.

2. Be sure to understand the full demographic scope of your customers and prospects today and how they will change in the future. Consider the continuing dramatic growth of the Asian and Hispanic populations and include them in your planning.

3. Make sure your employees, reps and distributors completely understand, believe and can articulate your brand promise. Encouraging them to be dedicated brand ambassadors can dramatically increase your brand’s awareness and positive reputation.

4. Go out of your way to be media neutral. With so many new tactics to explore, make sure that, when you compare traditional and new media, you know the difference between efficiency and effectiveness. For example, a recent Gallup study among 18,000 consumers reported that 62 percent said social media had “no influence at all on their buying decision”.

5. Sharpen and integrate your messaging across media through a marketing communications audit. Before committing your already stretched revenues, conduct an audit to help determine the strengths and weaknesses of your program as a whole, as well as how each individual communications tactic and message does or does not meet your objectives.

Done properly, these actions will help you develop a more knowledgeable, coordinated, focused and profitable roadmap for next year’s journey. But how do you actually begin that journey?

Marketing Communications Consultants Add Value
No one doubts that smart, dedicated people have been involved in developing your current marketing communications strategy, budget and plan. But, if you’re like most small and midsized companies, your people are probably stretched to the limit, and/or simply may not possess the background to oversee this process in the most knowledgeable way.

Because of this many companies have partnered with established, senior level consultants, to help develop, refine and, if appropriate, implement the program. If you consider this option, make sure the consultant has extensive experiences across disciplines, as well as a variety of industries and brands, so he or she won’t be trapped by the “this is the way we’ve always done it” mentality. You want an apolitical team, with a willingness to “tell it like it is”. Fresh eyes can be a major asset to your profitable growth.

In today’s challenging environment, a focus on upfront planning can go a long way toward improving your marketing communications ROI.

Marketing Communications Professionals – Customer Communications Management Heralds a New Paradigm

Marketing Communications professionals should develop a vision for enterprise marketing communications before rushing into inviting Customer Communications Management Suppliers to demonstrate how their products could help your company.

A new vision has to be developed because marketing communications professionals now have a completely new way of working.

Gone are the days where a companies direct mail and transactional mail need to be separated and handled by different company functions or different suppliers. Gone are the days where large project teams have to be formed to make simple changes to documents. Gone are the days where the task of making a change to corporate positioning are a huge and expensive task and gone are the days of fragmented customer messaging due to disparate customer communications processes.

Companies have always tried to derive a corporate vision for customer communications, a grand plan and a grand scheme to give the markets it serves clarity of brand understanding, but the issue of complexity has always been a barrier to this plan.

Now, the opportunity that unified Customer Communications Management offers is one of fulfillment of vision, of an ability to execute and of an ability to drive business advantage.

It is because of this opportunity to execute that the marketing communications professional should focus on a new vision first and not a rehash of the old version made easier. The scope is now broader.

Now, it is possible to communicate across a diverse set of channels with ease, to deliver coherent meaningful messages into differing market segments but to retain an appeal in each of those segments. It is about the opportunity to interact, to learn and to deliver value, a value that is meaningful to each customer as an individual.

The vision should come back to marketing basics. Segment the market, identify a product, service or overall company appeal and learn to drive value in those communications. It means that a company can drive its brand values in a fashion that is adaptive to changing market conditions.

In doing this, we don’t just communicate differently, we create a new kind of company, a company that is adaptive, that is continuously learning, that delivers its key objectives in a measurable, proven fashion.

Marketing communications professionals have new power in their hands. A way to reach the market that was previously impossible. It is only in very recent years that this has become possible. It means that a product does not have to be marketed with common brand values across different segments. Companies can continue to focus upon core segments but can become much more adaptive to emerging segments, segments in which it would previously have been a very difficult, length and costly environment to compete.

We call this marketing agility, the ability to take reasoned, measured analysis and quickly deliver a response to that analysis, to test the credibility of the analysis and to improve on the next iteration, bringing market segments into focus not on the basis of a hunch or, just a historical analysis (this is important still) but on live events, events to which the changing response can materialise faster than ever before.

This is in our view, a new paradigm for marketers and one whose impacts much be considered carefully before jumping straight into the focus of technology and process decisions – this can come once the vision for the agile marketing communications organisation has been established.

Avoid what you used to do but just a little better, take hold of this new agility, embrace it and define it. This is how Customer Communications Management can be utilised to deliver marketing excellence.

What is Internet Marketing Communication?

There are a couple of reasons why internet marketing communication is important. It all depends on which aspect you are looking at if you would like a definitive answer to the question first you would have to decide on which point of view you are coming from.

From website consultants point of view, internet marketing communication is important because everyone needs to be on the same page and in tune with one another. A plan must be thoroughly that out and executed. To gain importance to your page or pages and authority of your site a tight web needs to be weaved. And this requires good internet marketing communication as any team of professionals need to have a good stable form of communication. Mostly to make sure the team is in sync and able to execute the plan thoroughly. If it is not you could create one of the best websites imagined and other than the handful of people you get to view it the rest of the world would not even know it existed. That wouldn’t be very profitable now, would it? Not to mention a huge waste of time effort and money.

Now to go on from and start looking at internet marketing communication from an SEO / Marketers point of view, on the other hand, is a whole different story. the communication in this field is usually structured more along the lines of what is and isn’t currently working. with the ever changing algorithms of various search engines, we need to stick together and stay on top of things. From one day to the next if internet marketing communication isn’t a priority it could really mean fail or succeed for a lot of us.

Which leads me to a webmasters point of view on internet marketing communication. All websites/webmasters have some sort of communication. Or at least should have. Even the big boys like Google or YouTube need to communicate with each other to see exactly what people are searching for. They even hire website consultants to help the interpret the information. How the interact with sites etc. Whether it is within their own network or with partners they are teamed up or just socialize with. It’s important for these guys to communicate to stay on top of their game just as anyone else in the field needs to do.

From pay per click marketing advertisers to SEO enthusiast around the world even to anyone involved in marketing, communication plays a key role in today’s Web 2.0.