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The only effective way of creating awareness on a particular product is through innovative and enhanced marketing communication from the organization. The company’s communication manager has to use psychographic information and demographic data to generate critical information that would be used in making dependable marketing decisions. Since memos attract the people’s attention easily, the company’s bid to create an integrated and planned marketing communication approach that would help it raise the customer base could be announced using this method (Campbell, 2009).
The Significance of Psychographic and Demographic Information
In developing an integral marketing communications, psychographic demographic information is very useful in formulating the marketing techniques. The information could also help the organization enhance its marketing research, understand the market dynamics and apply them in making decisions (Nannette, 2009). In this regard, the correct psychographic and demographic information become applicable in promoting strategic operations in the company and making sure that the marketing strategy works for the organization. In addition, integrated and reliable psychographic and demographic information help the marketing manager make the ideal promotion strategy that the company should apply to sell the products and ideas.
In this section, the paper examines two significant demographic data, which could be used in creating effective marketing communication. They include location and income, which marketing research has pointed out to play a critical role in choosing the technique to be applied in marketing communication.
In designing a marketing communication strategy, the physical location must be considered to make sure that it is accessible to the intended users. Here, the marketing manager has to examine the data showing the accessibility of the location in terms of traffic, particularly to the potential customers (Campbell, 2009). Suppose the marketing manager found out that a particular geographic location does not attract much traffic, it cannot be used as a suitable location for conducting marketing communication.
Alternatively, the data showing the variations in income level could also be used in making decision on the kind of marketing communication to be applied. As a demographic variable, the income level of the targeted customers could predict their ability to purchase the products being promoted. This ability will rationalize of irrationalize the marketing approach that the manager would apply in creating awareness about the product (Nannette, 2009). This means that income level is critical in selecting the marketing communication approach that the company would use to increase the number of customers for the products.
Marketing communication is also affected by the psychographic information that the marketing manager would obtain from research. In this case, the paper examines the data from two psychographic variables including personality and buying motives. The information obtained from such variables is very useful in developing the overall marketing communication that the company should apply (Nannette, 2009).
Establishing the personality of potential customers is vital in making decisions about product marketing and development. In this case, the personality data obtained from objective research would enable the sales representative or manager identify the best marketing communication approach his or her organization would use while increasing the consumer base.
Buying motives of a person is also very important while determining the best marketing communication approaches, which the manager should apply in increasing the number of consumers and their awareness (Nannette, 2009). Notably, different categories of consumers have varying motives in purchasing particular products. Therefore, when the marketing manager analyzes research findings about consumer behavior such as buying motives, it would be easier for him/her to make appropriate decision on the marketing communication approach that would be relevant to the context.
Influence of the Elements
Consumer variables such as location, income, personality, and buying motives have significant influence on the choice of marketing communication approaches, which the responsible managers should make for the organization. In fact, understanding the elements has far reaching implications on the overall outcome of the applied marketing communication strategy. This is because having the theoretical information about the consumers cannot help in making such important marketing decisions. The data on psychographic and demographic variables obtained from objective research could help determine the appropriate marketing communication approach (Nannette, 2009). The elements also influence the demand and supply of the products because they vary from one person to another, hence must be considered in making reliable marketing communication strategies.
The types of psychographic information and demographic data that would be very helpful to the company as it develops the master marketing communication plan are buying motives and income level respectively. This is because the personal attributes, which motivate him or her to buy the products, would influence his or her perception about such goods. Similarly, the level of income determines the person’s ability to purchase such goods (Campbell, 2009). Therefore, the data obtained from research depicting the consumer behavior relative to buying motives and income level will shape the marketing communication approach that line managers should adopt. As a result, the management will be able to use the psychographic information and demographic data to create workable programs that would enhance marketing communication.
Integrated psychographic information and demographic data are very important in helping the company make reliable marketing communication strategies. Moreover, the information could also help the company enhance its marketing study, understand the market dynamics and apply them in making decisions. This is critical choosing the ideal promotion strategy that the company should apply to sell the products and ideas. Finally, it would be important to realize that the data on psychographic and demographic variables obtained from objective research could help the company determine the appropriate marketing communication approach.