Presentation of

Business
Communication
Topic - Communication and its
relation to marketing effectiveness
Ankit Raj -
A35101923043
Shristi Bhagat -
A35101923062
Priti Dubey -
A35101923034
Divya Sharma -
A35101923064
Sachin Kumar -
A35101923060
Devesh Sharma -
WHAT IS BUSINESS COMMUNICATION ?
Business communication is the process of sharing information between people within the
workplace and outside a company.
Effective business communication is how employees and management interact to reach
organizational goals.

Its purpose is to improve organizational practices and reduce errors. It’s important to work on both
your communication skills and communication processes to achieve effective business
communication.

The importance of business communication also lies in:

 Presenting options/new business ideas

 Making plans and proposals (business writing)
 Executing decisions
 Reaching agreements
 Sending and fulfilling orders
 Successful selling
 Effective meetings
 Providing feedback to employees and customers
WHAT IS MARKETING
COMMUNICATION ?
Marketing Communication is the function within an organization that plans,
creates, and oversees the execution of marketing messages to specific audiences
with the goal of achieving specific objectives.

It is important because it helps organizations talk to their customers and

prospects in a way that is consistent, on-brand, and drives results.

There are many different channels that can be used for marketing communication,
including advertising, public relations, events, direct mail, and digital
marketing. The key is to determine which channels will reach your target audience
most effectively and then craft a message that resonates with them.

An effective marketing communication plan will take into account all touch-points
that a customer has with an organization, from discovery through purchase and
beyond. By creating a cohesive message across all channels, you can build trust
and credibility with your audience, leading to improved relationships and
ultimately increased sales.
Importance of Effective Communication
in Marketing
Effective communication is crucial in marketing as it is the primary way through which marketers
can spread the word about their products. Effective communication can move the audience from
prospect to consumer.

1. Builds rapport: Internal communication builds rapport among employees and managers and
encourages teamwork and collaboration.

2. Reaches the right audience: Effective communication helps to reach the right audience and
makes the customers understand the brand better and makes them feel more related to it.

3. Achieves marketing objectives: Proper communication and promotional programs help

companies
to face competition and achieve their marketing objectives.

4. Creates and sustains demand: Marketing communication primarily aims to create and
sustain the demand for a product which companies achieve through disseminating the intended
marketing message to the target audience.

5. Boost ROI: A strategic, creative, and innovative marketing communication strategy aligned
with the business objectives can increase sales and market share compared to market competition.

In conclusion, effective communication is essential in marketing to convey clear, strong messages

STEPS IN DEVELOPING AN EFFECTIVE MARKETING
COMMUNICATION
1. Know your audience :

All successful marketing efforts begin with an in-depth understanding of your audience. Look at
your current clients and why they choose your products or services. You may have to conduct
some research. Your research should fill in gaps and other insights into when, where, why and
how people purchase your products.

2. Uncover Your Unique Selling Proposition:

Your Unique Selling Proposition (USP) is the main benefit that, when communicated effectively,
drives sales of your product or service. It must be compelling and strong enough to move people
to act. Your USP will be central to all of your marketing communications.

3. Sharpen Your Brand Look and Feel:

From your logo to business cards and marketing collateral, your brand must speak to the
customer in a contemporary, relevant manner. It needs to support your USP and accurately
represent your market position – don't mislead your audience by creating a premium brand if
you're aiming to be a low-cost option. Be honest, sincere and true to the core of your business.
4. Ensure that All Messaging is Consistent:

While most people think of logo and stationary when it comes to branding, your brand voice is
equally important. A good place to start is to generate a few key positioning statements to feature
in your communications. Start with a tagline, single sentence version and then a standard short
paragraph.

6. Measure your Marketing effectiveness:

Whatever the medium and message, ensure that your communications are measurable. Whether
it's email open rates, social media exposure or direct mail response rates, establish key
communications goals and put systems in place to chart your success.

7. Manage Leads and Client Data:

You know your audience, you've built your brand and you've told your story. A CRM (Customer
Relationship Management) system is a database of your contacts (customers, prospects, others)
that allows you to organize information (contact info, records, files, calls, emails, etc.) to streamline
and scale sales and marketing processes. This will help you better understand how clients move
through the sales funnel and help you close more leads.
CREATING A EFFECTIVE MARKETING STRATEGY

1. Conduct market research.

Before you can begin creating your marketing strategy, you need to gather useful data fo
making informed decisions. Market research is like playing detective, but instead of solving
crimes, you're uncovering juicy details about your customers.

2. Define your goals.

Whether it's increasing brand awareness, driving sales, or diversifying your customer base
well-defined goals will guide your marketing strategy. Your marketing strategy goals should
reflect your business goals. They should also offer clear direction for marketing efforts.

3. Identify your target audience and create buyer personas.

To create an effective marketing strategy, you need to understand who your ideal customer
are. Take a look at your market research to understand your target audience and marke
landscape. Accurate customer data is especially important for this step.

4. Conduct competitive analysis.

To begin your competitive analysis, start with your top competitors. Reviewing their websites
content, ads, and pricing can help you understand how to differentiate your brand. It's also a
useful way to find opportunities for growth. It will help you choose and evaluate the
7. Create, track, and analyze KPIs.
Once you have a clear outline of your marketing strategy, you'll need to think about how you'll
measure whether it's working.
At this stage, you'll shift from marketing detective to numbers nerd. With a little planning and prep,
your analytics can unveil the mysteries of marketing performance and unlock super insights.
Review your strategy and choose measurable KPIs to track the effectiveness of your strategy. Create a
system that works for your team to collect and measure your data. Then, plan to check and analyze
the performance of your strategy over time. This can help you refine your approach based on results
and feedback. Analyzing KPIs helps businesses stay agile, refine their strategies, and adapt to evolving
customer needs.

8. Present your marketing strategy.

A finished marketing strategy will pull together the sections and components above. It may also
include:
 Executive Summary
A concise overview that outlines the marketing goals, target audience, and key marketing tactics.
 Brand Identity
You may want to create a brand identity as part of your strategy. Brand positioning, voice, and visual
identity may also be helpful additions to your marketing strategy.
 Marketing Plan and Tactics
Your marketing plan is the specific actions you'll take to achieve the goals in your marketing strategy.
Your plan may cover campaigns, channel-specific tactics, and more.
 Budget Allocation
Defining a budget for your marketing strategy helps you show that your planned resource allocation
PURPOSE OF MARKETING COMMUNICATION
The purpose of marketing communication is to promote a product or service to potential customers. It
helps to create awareness, generate interest, and persuade people to make a purchase. It can be done
through various channels like advertising, social media, public relations, and more. Here are some
more
1. few aspects
Branding: are: communication helps in building a strong brand identity for your business. It
Marketing
involves creating a unique brand image, logo, and messaging that resonates with your target
market.

2. Advertising: Advertising is a common form of marketing communication that involves promoting

your products through various channels such as television, radio, print media, and online platforms.
It helps to reach a wider audience and increase brand visibility.

3. Digital Marketing: In today's digital age, digital marketing plays a vital role in marketing
communication. It includes strategies like social media marketing, search engine optimization
(SEO), content marketing, and email marketing to attract and engage potential customers online.

4. Public Relations (PR): PR activities help to build and maintain a positive image of your business.
It involves managing relationships with media outlets, influencers, and the public to generate
positive publicity and manage any potential crises.

5. Sales Promotion: Marketing communication also includes sales promotion activities such as
discounts, coupons, contests, and loyalty programs. These tactics encourage customers to try your
products and make repeat purchases.
CHARACTERISTICS OF MARKETING COMMUNICATION

1.Clear Objectives: Marketing communication campaigns are driven by clear objectives that align
with the overall marketing goals of the organization. Whether the objective is to increase brand
awareness, drive sales, or enhance customer loyalty, the communication strategies are designed to
achieve specific outcomes within a defined timeframe.

2.Two-Way Communication: Effective marketing communication is not just about broadcasting

messages; it also involves listening to feedback from customers and engaging in two-way
conversations.

3.Adaptability: In today’s dynamic business environment, marketing communication must be

adaptable to changing market trends, consumer behaviors, and technological advancements.

4.Creativity and Innovation: Standout marketing communication often involves creative

storytelling, innovative content formats, and unique approaches that capture attention and
differentiate brands from competitors. Creativity plays a pivotal role in making messages memorable
and impactful.

5.Targeted Audience: Successful marketing communication is tailored to specific target audiences.

Understanding the demographics, behaviors, and preferences of the target market allows
organizations to craft messages that resonate with the intended recipients. Personalization and
relevance are key factors in engaging the audience and driving desired actions.
Measuring the Effectiveness of
Marketing Efforts
• 1 KPIs and Metrics Defining and monitoring key
performance indicators (KPIs) like conversion rate,
customer acquisition cost, and ROI to evaluate
marketing success.
• 2 Web Analytics Using tools like Google Analytics to
track website traffic, user behavior, and conversion
rates, providing insights for data-driven decision-
making.
• 3 Surveys and Feedback Collecting customer feedback
through surveys and reviews to measure satisfaction,
identify areas of improvement, and refine marketing
strategies.
MARKETING COMMUNICATION MIX

Dialogue between business unit and its present and potential customers
that takes place during pre- selling ,post selling and post selling stages -
Canadian author Jerome McCarthy.

Communication mix also known as promotional mix, the 4p's were

considered to be a fundamental aspect of marketing initiatives which are
product , place ,price and promotion. However , over time the 4p's while an
excellent framework for product development and design, had become
outdated and was in need of an update in order to maintain its relevance in
modern marketing 1981, Booms and Bitner added 3 new P's to allow the
newly extended marketing mix to include products that are services (not
just physical objects).

Additional P's were added

1. People
2. Process
CONCLUSIO
The conclusion betweenNcommunication and marketing effectiveness often
centers on the vital role that clear, targeted communication plays in
enhancing marketing efforts. Effective communication ensures messages are
well-received, leading to better engagement, brand perception, and
ultimately, improved marketing outcomes.

Communication plays a vital role in marketing effectiveness as it helps in

branding, advertising, digital marketing and helps in making good relationship
with the customers as well as media outlets, influencers for positive publicity