Communicating About the Product with the Target Market
Two-way communication is the most basic and important factor of a successful marketing communication campaign. Think of the organization as the informer (sender) of the message and of the consumer as the receiver. Once the consumer (the receiver) gives feedback to the organization (the sender) these roles are reversed. Let’s we look more detail at how this kind of communication takes place.
As the sender, the organization has the following purposes:
- To represent the target market about how a specific product or service will satisfy their needs or wants.
- To disclose the target market about the advantages and functions of the product or service,
- To talk over the target market to purchase the product through continuous and nice communication,
- To continuously remind the target market about the product or service.
Have you ever thought about ‘If that advertisement comes up once more, I will kick the TV to pieces, But have you ever thought how critically important that advertisement is for that organization or company to maintain on promoting their products or services? If they don’t strengthen the message in the minds of audience, how will they ever be capable to sell their products or services and to make money?
As the receiver (customer), the organization or company win then change and fine-tune its strategy of the marketing communication based on the feedback that it receives from its receivers. This feedback will aid the organization or company to adapt the existing messages.
Communication is thus a two-way process.
Organizations and products alone cannot create business. However, by communicating about the organization and the products can really helpful in generating business. The organizations and consumers have to share options about the product or service, size and packaging, and how and where to get the product. Therefore, the two-way communication between the company or organization and the consumer claims a relationship between the two parties.