Consumers can now source their information on products and companies from other consumers via social networking sites, rather than just responding to marketing messages from manufacturers and retailers.
A strategy based on personalized communication builds a one-to-one relationship between your company and individual consumers. Personalized communications give consumers information on products or services that they are likely to be interested in. This indicates to consumers that you understand their needs and will not waste their time on irrelevant offers. Based in the United Kingdom, Ian Linton has been a professional writer since He holds a Bachelor of Arts in history and economics from Bristol University.
By Ian Linton. Awareness Successful companies aim to build strong relationships with consumers so they can retain those consumers as long-term customers and maximize revenue opportunities. Choice Product communication through media such as advertising promotes choice for consumers, according to the World Federation of Advertisers. Accountability Communication strategies that encourage consumers to provide feedback on your products demonstrate that your company is accountable to its customers.
Personalization A strategy based on personalized communication builds a one-to-one relationship between your company and individual consumers. Related Articles. Cognitive component is about customers understanding or knowledge about a product, brand or service.
Customers and potential customers tend to learn more about the products they intend to buy. For example, when a customer lack information or misunderstand a brand or product attribute, marketing communication must play a significant role by providing right or up to date information about the product or service and this will facilitate customers to learn and allow them to see the clear picture truth of the product, information should be rational that is, it must be based on facts.
In order for customers to learn more about a product or brand, marketing communication tools must be adopted such as advertising or public relations. These will create awareness, give full information about the product and influence the way customers see a product.
Although while advertising is said to be more sophisticated in order to stimulate demand, consumers do fear the manipulative and subliminal techniques that is used Heath and Heath cited Pollay and Mittal It is possible for customers to feel positive or negative about a product or brand. For example a tone of a voice, attractive colours, suitable music, style and so on. All these could be used to generate emotional disposition about a product or brand.
Furthermore, conative component signifies the result of the cognitive and affective components whether to buy or not to buy the product Botha et al, These tools can be used to force behavioral change for example sales promotion prompts customers to try a product or brand, direct marketing promotes a response from customers and engages in interaction, and personal selling remind the customers about the benefits and persuade them to take positive actions.
However, sale promotion for example could be by given free samples of the product to customers or organize an open days where potential customers and their families partakes in trial sections. It has to be emphasized that attitude is often difficult to change, with a coordinated communication campaign, this can be changed overtime.
For example, if a consumer is of the view that smoking kills, no amount of persuasive information or advertisement can change such believe. The author will explain these below:. For instance, if a potential customer have a negative impression or misunderstand the benefits of a product, communication campaign could be done to correct this impression by changing the packaging or the name of the product. Also, marketing communication can be used to change consumer priorities.
For example, if customers are too focused on one feature of the service or product say price for example without recognizing the variety of benefits it gets, a communication campaign could be used to change this attitude. Furthermore, marketing communication can be used to change the physical product element by modifying or reformulating the product. Lastly, change attributes priorities can be used to change attitudes that is, initiating a strategy to differentiate attribute can change attitudes.
For example, by stressing the importance of ethical organisations behaviour such as cause related marketing and giving back to the community or third world countries, over rival competitors who stresses on innovation. Having gone through attitude formation and change,. One of the models is AIDA model which will be discussed below.
Procter et al. Also, stated that it is a learn-feel-buy model of consumer responses to marketing communications. This also means consumers response to marketing communications based on what they know, feel about the product or brand then take action. However, AIDA is one of the models of marketing communication based on a hierarchy of effects. Blythe states that AIDA is an easy model of consumer response to marketing communications and it stands for Attention, Interest, Desire, and Action.
These are four steps marketing communicator needs to take customers through before they buy a product or brand. Developing interest and desire to buy a product or brand are parts in the affective component, that is, where positive attitude toward the product or service required. The last stage is action which is the conative component where customers and potential customers take action, that is, to buy or not to buy the product.
Yorke and Littler also assumed that progression logically through the AIDA stages is not always possible it depends on the product or service being offered and the target customers. However, attitude influences purchase decision. In some cases exposure to certain brand s through advertisement message may tempt the consumer to purchase the product, if the consumer on the other hand is dissatisfied with the purchase, or does not match the expected promises or requirement from the advertisement, then a process known as dissonance occurs.
If this happens the advertised message will be viewed in a different way. Ayanwale, A. Blythe, J. FT Prentice Hall. Botha, J. Juta and Co Limited, South Africa. Dibb, S. C Marketing , 3 rd edn.
Houghton Mifflin. Fill, C.
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