Introduction
Consumer feedback is important in marketing, therefore communication has been used to enhance consumer feedbacks are evaluated. Therefore, in marketing business managers should listen to ideas of customers before implementing various strategies into the organization. The value of communication in business is comparable to the value of creating a good working environment and making money. Therefore this is a clear indication that communication is a very important tool of business. Communication is mainly used in marketing products of an organization (Courtland 2000). Thus the way an organization communicates to its customers is very crucial and it determines whether the organization will be successful or not.
The main purpose of communication in marketing is to increase awareness and interest of customers (Michael 2008). Effective communication involves the ability of an individual to present his or her ideas effectively. In marketing an individual should make sure he or she presents ideas in a systematic and logical manner to enable the audience to understand the message communicated with ease. There are two ways in which consumer feedback can reach the top level management. Use of online technology and media are the important ways of acquiring consumer’s feedback (Frederick 2008).
The main objective of communication in marketing is to foster a good relationship between the customers, owners, stakeholders and employees of an organization. It creates a good relationship because it provides them with a channel of communication. Therefore, any problems affecting an organization can easily be solved using communication. On marketing, customers can contribute to the welfare of an organization by providing marketing strategies and ideas to the management through communication.
When advertising for products, a business organization should utilize communication skills to attract many customers to purchase the products of the organization. The audience is usually captivated by fluent and clear advertisement. For effective communication a business organization should be concise, clear, considerate, complete, correct and courteous when advertising for their products. This is in the bid of ensuring their information is delivered as intended.
A person who should be used in marketing products should be able to listen, write and speak effectively so that he or she can trigger the interest of customers with eloquent and fluid communication skills. In additional; self assurance, social presence and professional presence are essential communication skills that should be used when a person is marketing products.
Managers of business organizations should establish an effective communication strategy in their organization. This is to ensure customers know the brands and quality of products they are selling. An effective communication strategy is vital towards the success of a business organization. Failure to communicate professionally and effectively with customers when marketing can be a big blow to the organization. A company or organization is most likely to lose its customers either for a long or short term. In the addition, poor communication skills have led to closure of business organizations due to project failure. Poor communication strategies in marketing cause a business organization to fail to achieve its objective and goals thus resulting to loss.
While marketing the products an organization or individual should communicate with the targeted audience with the “language” they can understand. Varied “languages” should be used to communicate to different people or groups. For instance the “language” used to communicate with engineers should be different to the “language” used to communicate to doctors (Stephanie 2009). Hence communication skills should be varied depending on who is been communicated to.
An organization without a clear channel of communication cannot survive in the market competition. This is because successful business organizations use communication skills to advertise for their products. Hence they attract many customers at the expense of organizations that do not advertise. Advertisement is an essential marketing strategy that is used by business organizations to reach out to many consumers (Kate 2005). The commonly used ways of communication in Canada is use of “MTV network “house of style” and Canadian home Shoppe network”. These two ways have been effective because they have many audiences. Marketing increases the sales of an organization thus business organizations should make good use of communication when advertising for their products.
Online communication is the best marketing strategy that business organizations should use while advertising for their products. Online communication is more appropriate and effective because it is more efficient as compared to face to face. Since technology is widespread, online communication reach out to many people as compared to face to face communication that can only reach to a few people. Companies such as Apple and Gucci use online advertisement to advertise to their customers. However, face to face is still an important communication technique while addressing an executives meeting.
When doing business with people from different culture it is important to develop intercultural skills. An individual should master and understand the norms and values of a certain culture. Communication skills and strategies in marketing across culture boost the sales of an organization because it attracts consumers from different culture (Deborah 2007). Therefore it is necessary for marketing personnel’s to develop intercultural communication strategies and skills.
References
Michael D. Hartline and O.C. Ferrell, (2008), marketing strategy third edition, Florida State University, United States
Stephanie Mojica, (Jan 8, 2009), Effective Communication Skills in Marketing Communications; Verbal Communication Characteristics
Courtland L. Bovee, John V. Thill and George Dracopoulos, (2006), Business in action, second Canadian edition
Frederick G. Crane, Roger A. Kerin, Steve W. Hartley, Eric N. Berkowitz and William Rudelius, (2008), marketing, 6th edition Canadian edication.
Kate Berardo, (2005), Effective communication habits lead to healthy personal and work relationships Essential keys for happier, more productive living
Deborah S. Hildebrand, (2007), Five Essential Skills Every Manager Should Have
Louise Balle, (2010), Demand Media, Business Communication Strategies & Skills
