The receiver is the customer. And that customer is not concerned with the KPIs of an organization. The customer decides for himself what he wants and does. In the Value Proposition Canvas developed by Strategyzer, the customer's goals are described as Pain Relievers and Gain Creators . Loosely translated: solutions to the customer's problems, and innovations that make the customer's life more fun or easier.
Transmitter
Team
In the Marketing Communications Model, the sender, unlike in the Shannon and Weaver model, is not a person but an organization. After all, it is teams and organizations that develop marketing initiatives. By shifting from individual to organization, communication becomes complex, and therefore an important point of attention. The complexity becomes especially clear when we look at internal communication lines.
In a meeting between two or three people, the communication is clear. There are two or three lines of communication. But if a fourth person is added, the number of mutual lines of communication increases to six. In a team of five people, it grows to ten. And with ten people, there are no less than 45 lines of communication. The result: delay, miscommunication, misunderstanding and defending one's own targets.
Floor and van Raaij (2010, p. 588) say the following about this in their book Marketing Communications Strategy:
At the client, there are usually different people responsible for different instruments (…) Each of these officials defends his own territory. There is often strong rivalry between departments (…).
Fortunately, an organization also has many canada telegram data advantages over an individual. Organizations free up a lot of time and money to make communication work. Moreover, communication is becoming increasingly automated. Innovative tools ensure that human errors are increasingly disappearing.
Support base
Perhaps the most important part of the Marketing Communications Model is support. The need for integrated marketing communications must be acknowledged at the top levels of the organization. This ensures more involvement, realistic or challenging targets, freedom to experiment, a feasible timeline and sufficient budget to be able to make expenditures.
A good way to create support is to formulate KPIs that convince management. But beware: KPIs and figures alone are not enough. An email or video from a genuinely satisfied or dissatisfied customer can sometimes have a much greater impact than a dry NPS score that has risen or fallen.
Tools
There are an incredible number of marketing tools available to help your organization’s marketing communications flourish: marketing automation tools , A/B testing tools, SEO optimization tools, and so on. Tools ensure that human error in marketing is becoming a thing of the past.