| Marketing and Promotion can occur through various | | | | virtually infinite, as well. |
| avenues. Creativity not withstanding, all marketing | | | | Another rising form of electronic marketing |
| and promotion can be categorized in 1 of 6 primary | | | | communication is SMS and MMS through the mobile |
| forms. | | | | phones. These are otherwise known as text or |
| These 6 primary forms of marketing communication | | | | picture messaging. Systems are available now that |
| are as follows: | | | | can mass text to multiple mobile numbers at once, or |
| 1. Media | | | | allow consumers to text in a particular message to a |
| Media marketing communication refers to any | | | | 5 digit number in order to receive a pre-formatted |
| traditional mass distribution broadcast or publication | | | | message. This is usually associated with contests for |
| with a large volume of viewers, listeners, or | | | | sufficient enticement. |
| viewership. Television, Radio, , Internet Banner Ads, | | | | The issues with electronic marketing communication, |
| Magazines, Newspapers, Billboards, etc are all forms | | | | quite similar to mail and telephone, is that you must |
| of traditional media marketing. | | | | build a list of names and associated email addresses, |
| A more recent addition to this type of marketing | | | | or numbers, in order to market in volume. |
| communication is the webinars and social networking | | | | 5. Direct Contact |
| sites on the internet. | | | | Marketing communication by direct contact is less |
| Regarding up front costs, media marketing | | | | efficient unless talking to groups. And, even then, it is |
| communication tends to be the most expensive type | | | | usually limited to a very finite number. This is in stark |
| of marketing. This is due to the value related to the | | | | contrast to the other forms of marketing mentioned |
| mass volume. The back end reward is that because | | | | above. |
| of the volume, the actual cost per lead can be less if | | | | Additionally, direct contact can be a more aggressive, |
| a high volume responds to the marketing effort. So, | | | | or assertive form of marketing and requires a special |
| the trade off is that it may cost more up front but | | | | verbal communication skill set. If direct communication |
| can produce more leads by volume. | | | | is not handled correctly, prospects can be easily |
| 2. Mail | | | | alienated. |
| Mail is an equally popular method of marketing | | | | The underlying theme to direct contact is that |
| communication. Whether it is direct and independent | | | | efforts must be made to determine the interests of |
| or bundled in a mass mailing, millions of marketing | | | | the consumers and to tailor solutions which |
| message are sent by mail daily. Distributing marketing | | | | accommodate their needs and interests, versus the |
| messages by mail is difficult, though. It is so easy for | | | | needs of the marketer. |
| the message to simply hit the trash. | | | | This is true for all forms of marketing, but especially |
| Ideally, if marketing communication is performed by | | | | poignant and noticeable with direct contact. |
| mail, it should be to a targeted list. A target list is list | | | | 6. Referral |
| of subscribers who indicated an interest for a | | | | This final form of marketing communication is very |
| particular product or service. Since mail is paid per unit | | | | strong and highly effective. It relies on the testimony |
| delivery, it is more cost effective to mail to individuals | | | | of previously satisfied consumers to market. It is |
| who expressed interest or who have demonstrated | | | | really marketing based upon strength in relationships. |
| interest by previous consumption. | | | | It has been reported that it is 6 times easier to |
| 3. Telephone | | | | market to someone where a relationship has already |
| The telephone is another obvious form of marketing | | | | been established than to a new contact. |
| communication. Whether there is a live human dialing | | | | Referral based marketing communication is the truest |
| you or if contact is accomplished by an auto-dialer, | | | | form of flattery or complement that a business can |
| the telephone can be an efficient way to contact a | | | | receive as it reflects upon the genuine acceptance, |
| large amount of people in a short period of time. The | | | | appreciation, and approval of an established |
| telephone, due to the number prefixes, also, allowed | | | | relationship. Theoretically, as a quality business grows, |
| for targeting specific geographical areas. Limitations | | | | referral marketing of satisfied consumers can be a |
| with the phone, however, include the requirement | | | | perpetual source of new clientele. |
| that someone answer, or have voice mail, and short | | | | A key concept to remember when employing any |
| duration of exposure to message. Additionally, | | | | form of marketing communication is that studies |
| legalities must be considered due to the "do not call" | | | | show that it typically takes an average of 7-9 |
| list which allows numbers to be opted out from direct | | | | exposures to a message before a consumer will |
| marketing. | | | | respond to an offer. This means that your budget |
| 4. Electronic | | | | should take this into consideration when deciding on a |
| Electronic marketing communication is best know by | | | | particular form of marketing communication. |
| fax or email. These are very cost efficient mediums | | | | A second key concept is that you have to do split |
| with email marketing being near infinite return on | | | | testing and statistical analysis to objectively |
| investment when successful due to the negligible | | | | determine which marketing messages, and marketing |
| cost associated. Also, the available message space is | | | | communication avenues, are producing. |