Communicating to customers these days needs a holistic
approach of delivering the message of a given product to the general public.
The modern Marketing Management approach of Kotler is widely used as the
scientific pattern to define the versatility of modern consumers today. Marketing communication in a general definition
describes the personal connection of the customer towards the product, in other
words, product penetration today is more of the customer’s lifestyle fusing the
product to the daily routine of the customer. Indeed, if this objective will be realized in
every target market group then customer loyalty can be easily obtained.
To give some concrete example, Motorola Company
in Hong Kong International Airport is giving a free service to all the
passengers to send messages via digital billboards before their relatives will
board the plane, the emotional moment of a given family will give the company a
chance to contribute help to people for free in times of “family goodbyes” this
concept of advertising can camouflage the real motive of the company. People are so emotional that sometimes
companies are touching this weak area of human behavior. Such that, emotions affects communication;
therefore actual customers of Motorola in Hong Kong has an inclination to purchase
the Motorola brand.
Moreover,
communication platforms must be considered in the value chain. To mention some; advertising, Sales
Promotion, Public Relation and Publicity, Direct and Interactive Marketing,
Word-of-mouth Marketing, and Personal Selling must have the holistic definition
or concept of the product and the company to synchronize the business
communication of a given company. Different
theoretical models are being respected to realize the response of customers
towards the company.
AIDA Model
AIDA stands for Attention, Interest, Desire, and
Action. This model respects the
versatile behavior of consumer were in consumers must experience continuously
the comfort of service given by the company. From the attention stage of the
customer until the action of buying the merchandise, company must always
emphasize the real objective and mission of the company.
Hierarchy-of-Effects Model
Hierarchy of effect model starts from the awareness of
consumer, knowledge of consumer towards the product, the liking stage of
consumer towards the product, the preference stage of the consumer to buy the
product, conviction of consumer to willingly buy the product, and lastly the
act of purchasing the product.
Innovation-Adoption Model
Innovation-Adoption Model specifies the importance of
consumer knowledge towards the product to allow the consumer to easily use the
product based from its knowledge acquired.
From awareness of consumer towards the product, interest of consumer
towards the unique innovation of the product, evaluation of consumer towards
the product by applying the practicality and usefulness to the daily activity
of the buyer, evaluation and trial usage of consumer, and finally the integrated
adoption of product to consumers behavior.
Communications Model
Communication model starts by exposing the product to the
public market, the positive or negative reception of product by the consumer,
cognitive response of consumer, integration of product to the attitude of
consumer, getting the attention of the consumer towards the product, and combining
the product to the behavior of the consumer.
Finally, if target consumers can follow the continuum mentioned
above; following the cognitive stage, affective stage, and behavior stage then
consumer product behavior integration can be realized by the company allowing a
strong consumer loyalty towards the company and above all the product.
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