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   ‘No profit grows where no pleasure is taken.’ (WILLIAM SHAKESPEARE)

   Marketing is the delivery of customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value, and to keep current customers by delivering satisfaction, and that is what we have collected at this department:

*Sales Marketing Consultation
*Marketing Consulting and Strategy Editing
*Implementing and Developing of Sales System
* Market Auditing

Department of Marketing

Marketing Communications – The Process

Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4Ps of marketing and Promotion is what marketing communications is all about. It is the message your organization is going to convey to your market. You need to be very particular about different messages you are going to convey through different mediums.

Traditionally printed marketing was the whole sole method of conveying the messages to the consumers. However, in recent times, emails, sms, blogs, television and company websites have become the trendy way of conveying the organization’s message to the consumers. It is important though that the message you give in one medium should tally with the message provided in other medium. For example, you should use the same logo in on your website as the one you use in your email messages. Similarly, your television messages should convey the same message as your blogs and websites.

For the above reason, people controlling the marketing communication process are very important for the company. These executives make it an integrated marketing communication process. You would now understand why it has to be ‘integrated’. The reason is that the messages to be conveyed through different mediums should be the same.

Let us now look at the marketing communication process. It is very important to have a process in place because then your advertising will reap proper benefits. There is an old advertising joke “I know my advertising works, I don’t know which half.” That’s why if the marketing communication process puts a tab on advertising because companies cannot bear to lose dollars on wrong type of advertising. Things have to be well-defined and integrated to get maximum revenues. Your marketing communication process would look like:

FVC Marketing Cycle

The marketing communication process identifies where the investments are being done and what is bringing more return on investment. Therefore, you can alter the advertising campaign to reap maximum benefits.

The process begins at the strategic development stage. You start by creating a marketing communications program. At this point, you decide what all will fall in your advertising bracket. At the next stage, you capture responses of your consumers. These responses are then recorded and maintained as advertising data. The executives then analyze and evaluate the collected data. They generate the all important reports which will help to allocate the integrated marketing and communications budget.

The integrated marketing communications is a data-driven approach which identifies the consumer insights and develops a strategy with the right combination of offline and online channels which should result in a stronger brand-consumer relationship. It has grown manifolds in recent years due to several shifts in the advertising and media industry. This is the reason why it has developed into a primary strategy for the developers. Some examples of shifts are from media advertising to the multiple forms of communication, from general focus advertising to data based marketing and so on.

Selecting the most important communications elements is crucial for the success of company’s business. The advertising campaign should be effective across all platforms. Once the integrated marketing process is set, the company can reap rich dividends from it. These days, there are companies that specialize in creating the marketing communications process for you. So you can either do it on your own or take their services. But an effective marketing communication process is the order of the day!

Social Media Characteristic Aspects

Internet has changed people’s lifestyle as well as habits. Primarily every human being has a need and wish to communicate with others and exchange information, ideas, news etc. Internet has enabled people to connect and communicate with not only one’s family, but with people across the world. Truly internet has erased the boundaries between nations.

The participation from community of people and society at large has provided impetus to the growth of Social Media Network. There is hardly anybody who is not participating in one or the other type of social media, be it exchanging emails, using chat or posting photographs and exchanging music etc.

With the increasing number of online community participation, the social media network has become a major medium that is being explored by Marketers, who find it the most effective way of getting closer to the customers and getting to know the customers. Marketers have dual advantage in the fact that they are able to get in touch with those who have already become their customers and experienced their products as well as those prospective customers who might be inclined to or may be influenced to buy the product.


Social media when compared to traditional news media is different in several fundamental aspects.

Unlike the traditional media where the readers or viewers are passive participants, social media network is one place where the customers as well as ‘would be’ customers are actively participating and exchanging information, sharing experience, giving their opinion and reviews based on their understanding as well as experience. This means that the markets are able to interact with the customer in ‘real time’ basis and benefit from the communication. The Organization actually gets to ‘listen’ to the customer and understand more about the customer’s perception about the brand as well as the product etc. The social media channels help build collective opinion and precipitate healthy discussions about the relevant topics.

Second important feature is that social media network spread across variety of channels and medium as compared to the limited channels that print and news media operate with. Social media network operates with several tools including audio, video, text, audio pods, and private forums, public discussion boards, SMS, chatting, emails as well as blogging etc.

Thirdly, social media network is a dynamic, flexible medium that keeps changing interms of content, tools and keeps evolving all the time. As the participants keep giving inputs and the collective wisdom of the group results in change and up-dation of the content as well as creates demand for more tools to be made available.

Fourthly, social media network calls for a different kind of participation from the marketers. Unlike the traditional media where marketers run campaigns and customer designed advertisements focused on a particular audience or group, social media network enables the participants to steer the discussion and the marketers are required to do more of listening than leading the discussion. Marketers have got to approach the prospective customers in a indirect fashion by helping to build public opinion and then indirectly steer them towards taking an interest in your product.

Social media network is evolving at a very fast pace and in line with faster changing technology tools that are being made available. Marketers have got no option but to tune in with the media, understand how things work and make sure they are present. Not being present in the social media networks in the current times is not an option for marketing companies.

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