Marketing Communication Strategy: International Marketing

This report analyzes the five key stages of a marketing communication strategy. It begins by emphasizing the importance of understanding the target audience, including their needs and preferences, and suggests using surveys and interviews for effective analysis. The report then focuses on the Unique Selling Proposition (USP), highlighting its role in conveying the brand's message consistently across all communication channels. The third stage involves defining branding elements to connect with customers and maintain market position. The fourth stage discusses the selection of an appropriate marketing communication mix, including personal selling and online advertising, to effectively reach the target audience. Finally, the report emphasizes the importance of managing customer data through Customer Relationship Management (CRM) systems to track customer behavior and sales progress. The report concludes by stating that these stages are crucial for maintaining a strong customer base and achieving a competitive edge in the market. References from Dragilev (2019), Key and Czaplewski (2017), and Tafesse and Kitchen (2017) are included to support the analysis.

International Marketing

Marketing communication strategy
Five stages of marketing communication strategy
It has been examined that it is important to emphasize on stages linked with marketing
communication strategy as it assist in maintaining the competitive edge among the
competitors. There are five stages of marketing communication strategy that should be
considered:
 Understanding the Audience: It is important to understand the audience. So, the
focus should be given on evaluating the current clients and their preference regarding
products and services. To understand the needs, the marketing plan should be
formatted for the group of target customers in which the needs and characteristics of
the target audience should be defined. The study of target audience can be done by
considering surveys and interviews. So, the first stage of marketing communication
strategy is to understand the audience.
 Uncover Unique Selling Proposition (USP): The next stage is to use to the USP as it
reflects the message of the brand throughout the communication channels related to
content marketing or Personal relation. If there is clear USP then the message
conveyed by the brand will be clear and recognizable which will also assist to craft
compelling media pitches. Therefore, it is important to reveal unique selling
proposition to enhance the sale of products and services (Dragilev, 2019).
 Defining elements of branding: It is necessary to emphasize on branding at the time
of marketing communication. The basic level of branding should also be considered
which can be done through online and offline marketing materials linked with
applications, social platforms and also advertising campaigns. On this stage, it is
necessary to connect with the customer as it assists in maintaining the market
position. Therefore, it can be said that it is necessary to consider the stage related with
defining the elements of branding as it is one of the major part of marketing
communication strategy (Key and Czaplewski, 2017).
 Determine the marketing communication Mix: In this stage, it is necessary to
emphasize on marketing communication mix as it is related with the combination of
channels which are considered at the time of reaching the potential consumers. So, the
marketing mix that should be considered is personal selling, events, sponsorships and
also offline and online advertising. If right marketing mix is selected then it would be
easy to communicate with target market or audience. So, the best media mix should
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Marketing communication strategy
be used which is best for the audience as it assist in maintaining the overall marketing
communication goals.
 Mange customer’s data: This is also one of the important stage in which the data
should be managed of the customers and leads. The customer relationship
management should be used as it is the database of the customers which allows in
maintaining data and assisting to understand that how customers move through the
sales (Tafesse and Kitchen, 2017). Therefore, it can be said that these are the stages of
marketing communication strategy that should be used to maintain the customer base
and also goodwill in the market. These stages will also help the company to enhance
their market potential among the competitors.
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Marketing communication strategy
References
Dragilev, D. 2019. Marketing Communications Strategy: What It Is & How To Do It Right.
[Online].Available at: : https://www.criminallyprolific.com/marketing-communications-
strategy/. [Accessed on: 7 April 2020].
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Tafesse, W. and Kitchen, P.J., 2017. IMC–an integrative review. International Journal of
Advertising, 36(2), pp.210-226.
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