Business and Marketing Communications Research Assignment (Essay Sample)

Marketing Communications
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Marketing Communications
In the contemporary world, the marketing scenery is changing, and the technological arena is even developing at a faster rate than ever among other marketing communications. It will not be surprising that some business units will not keep pace with such trends. Among the challenges faced by brands currently, emanate from the marketing communication. Many marketers are not keen in updating their strategies and business plans to the consumers who are ever demanding concerning the customer service, not loyal to the preferable brands and more resistant to the traditional marketing communications methods. Today, people are experiencing different exciting and creative innovations that have been developed in almost all the sectors which have been facilitated by the continued evolution of both the market and industry behavior. Thus, the essay aims at assessing some of the trends in the marketing communication and provides an evaluation of the significance of the trends to the companies that have addressed in its communication techniques.
Social Media Communication
Social media can be described as the website rostrums that have been made to enhance social interplay among people, groups, and organization, thus enabling a transformative communication method. The media has become a digital reflection of the current consumers. For example, platforms such as Facebook and Twitter have emerged as a natural environment for the young users across the globe as they spent a lot of time socializing in these platforms. These digital platforms are continuously changing and evolving consumers to meet their needs and make them stay more in them. The media is a source of important insights about entertainment as well as friends. The platforms allow the users to express their ideas and experiences and interact with one another in many ways.
Social media has created a suitable pathway for brands to indulge in communication with their prospective customers as the users can post about their preferences and interests. Thus, enterprises that do not consider listening to the communications made by their customers in these media miss an excellent opportunity to reach out to the most appropriate leads for their development. Social networks are continuously replacing the traditional media in marketing communications. The buzz surrounding the new marketing methods seem to offer unlimited space (Castronovo & Huang, 2012). Among the commonly used platforms is Facebook which offers businesses an opportunity to get closer to their prospective clients. The primary goals of advertising via the social media are to increase the enterprise’s website visit rate, boost the sales and improve the brand awareness among the customers. Besides, it can be used in launching or informing the customer about a new product in the market. Therefore, businesses should never assume any comments that regard them irrespective of how they may be. Interacting with the customers is one of the most suitable solutions towards the creation of strong bonds with consumers and alleviating crisis situations. The figure below shows how the different social media platforms were used between 2012 and 2013.
Emotional Marketing
Emotional marketing can be defined as the creation of an emotional connection to an enterprise that distinguishes it from the others, eventually creating brand loyalty. According to Atwal & Williams (2017), emotion plays a significant part in the purchasing behavior of consumers. The emotional response that is stimulated by an advertisement has a substantial influence on the internet to purchase a particular brand as compared to the content of the advert at hand. Since most buyers tend to make their choices based on the emotions as opposed to logic, the more emotional intelligence a brand possesses, the better the rate of investments.
Brands like having an association with a smiling, happy consumers and having a positive relationship with them which has been found to contribute substantially to increasing sharing and engagement between the brands and the customers. For instance, the Coca-Cola company recently its tagline from “Open Happiness” to the new one “Taste the Feeling” which is aimed at maintaining the company’s focus on having happy images of people engaging with one another. Besides, fear is one of the most outstanding natural instincts in human beings and helps in reacting appropriately to any threat as a way of increasing survival rates. It tends to create urgency and prompts individuals to act immediately to change the situation. As a result, marketers have adopted utilization of scare-advertising methods to prevent incidents such as driving while drunk. The World Wildlife Fund (WWF) is very well known for the controversial and fear-inducing images as shown in the figure below. Therefore, it is important for business enterprises to realize the importance of emotional marketing as people rely greatly on emotions rather than information in making brand decisions. Furthermore, the emotional responses attached to advertisements are quite influential of an individual’s intent to purchase than the content of the entire advert.
Influencer Marketing
Influencer marketing puts its focus on influential individuals as opposed to the target market in its entirety...