Marketing Communications: Theories, Strategies, and Digital Impact

This presentation delves into the realm of marketing communication, providing an in-depth exploration of its core concepts and strategies. It begins by outlining key theories and concepts, such as the AIDA model and Joyce's model, that underpin effective marketing campaigns. The presentation then analyses the requirements of a marketing communication strategy, emphasizing the significance of inbound and relationship marketing approaches. A crucial segment of the presentation examines the influence of digital technology on marketing, addressing both its benefits and drawbacks, including the challenges it poses for organizations. The presentation also explores the scope of digital media for marketing purposes and highlights the benefits of using digital tools for marketing purposes. It also considers various factors to be considered while planning digital marketing campaigns, such as return on investment and selection of appropriate marketing channels, before concluding with a summary of the key points discussed.

Marketing Communications
TASK 1
TASK 3

Table of Content
• Introduction
• Theories and concepts
• Requirement of marketing communication strategy
• Development of digital technology affects marketing
and communication
• Digital media for marketing purposes
• Factors to be considered while planning campaigns
• Conclusion
• References

Introduction
Marketing communication encompasses several tools and
techniques in order to convey promotional messages related
to organisational products or services. This presentation
includes theories along with concepts related to marketing
communication and analysing requirement of marketing
communication strategy. It further includes analysis of ways
in which digital technology affects marketing and
communication, appraisal of scope, benefits as well as
drawbacks for digital media for marketing purposes,
analysing various factors while planning digital marketing
campaign.

Theories and concepts of marketing
communication
Some of the theories and concepts of marketing communication are as
follows:
Aida theory: Such model is used for identifying cognitive stages
related to brand awareness at market place.
Attention: Attention helps in creating brand awareness
Interest: It includes generating interests.
Desire: Desire helps in generating emotional connection.
Action: Action involves engaging customers with organisational
products.

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Model of Joyce: Such model
focuses on key areas such as
advertising, purchasing behaviour
as well as consumer attitudes.
Consumer attitudes: It helps in
analysing individual perception
towards products or services
offered by company.

Analysis of requirement of marketing
communication strategy
Marketing communication strategies are action plans which helps in
reaching targeted audience with the help of numerous communication
tool.
Inbound Strategy: Such strategy is an approach to reach as well as
attracting audiences at market place with the help of tactics or tools such
as blogs, webinar, infographics and so on.
Relationship marketing strategy: This strategy helps in fostering
customer loyalty, long term engagement along with improving
interactions with outside world.

Analysis of ways in which development
of digital technology affects marketing
and communication
Development of technology hampers working of marketing organisations
as they have to change their strategies as well as have to remain updated
with latest advancements which is a time consuming as well as costly
task.
Development of digital technology results in misbaggage of
communication as well as limiting social learnings. Technological
advancements results in miscommunication of information with
audiences as well as involves risk of losing privacy.

Digital media for marketing purposes
Scope of digital media for marketing purposes
Scope of digital media for marketing purposes is very bight as
well as wide as it involves various opportunities related to job growth.
Benefits of digital media for marketing purposes
Digital media provides cost effective tools for the purpose of
marketing as well as increases business visibility.
Drawbacks of digital media for marketing purposes
Digital technology increases complexity of marketing operations
as well as increases burden of work load for marketing purposes.

Analysis of factors to be considered
while planning for digital marketing
campaigns
Factors to be considered while planning for digital marketing
campaigns are as follows:
Return on Investment: Digital marketing campaigns requires huge
investments and it is very necessary to consider returns while planning
for such campaigns.
Marketing channels: Marketing channels helps in communicating
necessary messages as well as informations to right type of audiences

Conclusion
From the presentation it can be concluded that marketing communication
helps in communicating messages to targetted audiences. Theories of
such communication are Aida theory, model of Joyce and many more.
Marketing communication strategies are required for maintaining strong
connections with audiences as well as enhancing knowledge of internal
staff members. Development of digital technology results in misbaggage
of communication as well as hampers working of marketing
organisations. Factors to be considered while planning for digital
marketing campaigns includes return on investment, marketing channels
and many more.

References
Taecharungroj, V., 2017. Starbucks’ marketing
communications strategy on Twitter. Journal of
Marketing Communications. 23(6). pp.552-571.
Fill, C. and Turnbull, S. L., 2016. Marketing
communications: brands, experiences and participation.
Pearson.

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