Importance Of Communication In The Communication Process

This is an important aspect of any marketing strategy- after understanding your target (STP) then you must communicate meaningfully with your target to prompt = action = purchase or change in behaviors. In one sense this is the essence of the marketing function as we continually converse with the customer to gain "insight” into their needs and wants, to understand their behavior, to obtain their feedback and more importantly their advice. Markets are increasingly fragmented and top down approaches are "passé”. Most agree we are in a "post mass media” phase where the consumer exerts more influence on the conversation ALL facilitated by the rapid advancements in information and communication technology ( ICT) - think of the move from Production

The process is very complex as observed by Myers and Myers (1980) "communication not only conveys information but at the same time imposes behaviour”. We know its complex and many of us has gone through the sender /receiver test with the message around the table and the possible distortion! In this regard the study of SEMIOTICS involving the study of the nature of meaning is very important in particular as we ENCODE and DECODE messages. Think of the evolution of language in a digital world and the generational gaps - Selfie is the word of 2013!

As a business we want to achieve our objective and obtain the DESIRED RESPONSE. In addition increasingly the feedback element has taken on another dimension as we upload, blog and have become CONTENT CREATORS - that is we are more INTERACTIVE and the 2 way conversation takes place in REAL TIME and sometimes in a very

2. DESIGNING EFFECTIVE COMMUNICATION: Several steps are involved AND the decision making process must be considered - that is from AWARENESS, KNOWLEDGE, LIKING, PREFERENCE, CONVICTION and PURCHASE.

i. Identify the target audience. ii. Determine the communication objectives /Identify the response sought. iii. Design /Choose the message to achieve - Awareness Interest Desire and Action - the AIDA model).We must be creative as we design the MESSAGE CONTENT and MESSAGE STRUCTURE. It 's much like writing an impactful story, a compelling narrative as we seek to make a RATIONAL, EMOTIONAL OR MORAL appeal. We life in an "instagram” world - visual impact is a priority - observe COKE 's website - www.coca-colacompany.com iv. Choose the media - using either personal (salespeople, independent experts, word of mouth, buzz marketing by opinion leaders) or non personal channels (major media, events) .Information and communication technologies (ICT) have expanded the options here so not only do we use "word of mouth” but we have "word of mouse” with a powerful magnifier effect. We consider reach and frequency. v. Select the message source: source credibility, source attractiveness, and source power. Risks must be managed - think of Tiger Woods and the lost endorsements over his