- June 7th 2021
- SEO News
The Holy Trinity of Marketing Communication
What is the Holy Trinity of Marketing? Some experts in marketing describe it as the relationship between market, message and media. They must be in that order. It is a way of thinking about communicating with new customers and is one of the cornerstones of good marketing practice.
The order is important. The logic is that the starting point is to understand who is in your target market. The more specific you can be the better. Once you understand who the target market is, you can articulate a compelling and persuasive message. The more relevant the message, the more likely it is to be received favourably. Then, finally, you can consider the most effective media to use to get your message in front of the target market(s).
Where a lot of business owners can go wrong is that they start with media and work backwards. How can this happen? A business owner can get contacted by an advertising sales person trying to sell some advertising space. The advertising executive has got little interest in the market and message elements, just in the commission payment from the media sale!
Define the audience
Successful business communicators avoid wasting time or money talking with people who are not suited to buy whatever it is they’re selling. Target marketing may appear counter intuitive at first because it encourages you to think small. But the smaller you can define your audience segments, the more your message will resonate because of its relevance. For example, if your business serves a single geographic area and that’s where your customers are, there is little point advertising outside of that area.
Once you have defined the target market(s), you are able to craft a message that will specifically address their concerns and needs. I find it really helpful to have a picture in my mind of who is going to buy what you have to sell.
Reaching the audience
I have referred to target markets and audience segments. Must businesses will have more than one audience type that is right for their product or service. Not all target markets are the same. What is likely to make a target market viable is that is has the following characteristics:
- Your market needs to be specific.
- It needs to be identifiable.
- It needs to be contactable.
When each of these is ticked it is time to look at how to get your message them using the media channels that they are most likely to engage with. In today’s world the media channels are likely to be online (the internet) and offline (print). A marketing professional will be able to guide you on how the online and offline elements complement each other.
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