Ready to drive customer engagement and revenue? An integrated communication mix strategy is key in today's "phygital" age. Connect with customers on multiple platforms to create a seamless experience, establish an emotional bond, build brand loyalty, and drive revenue. In this guide, we explore the importance of a communication mix strategy, its elements, and how to incorporate it for winning customer experiences. Whether you're an established business or starting out, this guide equips you with the knowledge needed to succeed in the competitive market.
Craft wining experiences that drive lasting engagement through a powerful communication mix.
Because copyright matters. How to cite this article: American Institute of Business Experience Design (2023). How communication mix strategy can elevate customer experience and drive online-offline engagement. Retrieved [date you accessed the article], from [copy and paste the URL of the article page].
Engaging customers both online and offline is crucial for businesses in today's "phygital" age. To achieve this, companies must have a well-designed communication mix strategy that enables them to connect with their customers on multiple platforms. By doing so, businesses can create a seamless customer experience, establish a strong emotional connection, build brand loyalty, and ultimately drive revenue.
In this article, we will explore the importance of having an integrated communication mix strategy, discuss the various elements of the communication mix, and explain how incorporating this mix can benefit your business while designing experiences for both physical (in-store) and digital (online) customer experiences. The article covers the following topics:
What is an integrated communication mix and why it's important?
In today's fast-paced business world, it is crucial to create a cohesive brand message that resonates with your audience. One effective way to achieve this is by using an integrated communication mix. This involves a strategic blend of promotion tools that can be used across physical and digital channels to connect with audiences.
An integrated communication mix is a carefully orchestrated strategy that businesses should use to communicate their brand value to their audiences. It involves utilizing various digital, human, and print tools depending on the target audience, type of customer experience, product, stage in the product life cycle, and goals of the communication campaign. By creating a well-balanced communication mix, companies can deliver a consistent, clear, and compelling brand message that resonates with their audience.
"An integrated communication mix is a carefully crafted combination of promotional tools that companies use to consistently and clearly communicate their brand message across physical and digital channels. By using a mix of digital, human, and print tools, businesses can enhance online-offline engagement, improve customer experience, and build a strong brand reputation" – © American Institute of Business Experience Design, 2023.
The benefits of a well-executed communication mix are numerous. It can enhance online-offline engagement, improve customer experience, and ultimately lead to increased sales. Therefore, businesses must invest time and effort in creating a well-balanced communication mix that aligns with their marketing goals and resonates with their target audience.
For instance, Nike is an excellent example of a brand that effectively combines both digital and physical communication channels to reach out to its customers. They use social media, email marketing, and brick-and-mortar stores to communicate with their customers and enhance their shopping experience, both online and offline. On the other hand, Blockbuster, a video rental store chain that operated globally, only relied on physical communication channels, such as in-store promotions and print advertising, to keep in touch with its customers. As a result, Blockbuster struggled to keep up with evolving customer preferences and the increasing popularity of digital communication channels. This, in turn, led to a poor customer experience, as their customers were not able to access the movies they wanted, when and where they wanted. Eventually, Blockbuster had to shut down its business due to its inability to adapt to the changing needs and preferences of its customers.
In conclusion, businesses that prioritize creating a well-balanced communication mix can benefit from enhanced engagement, improved customer experience, and increased sales. A well-executed communication mix is critical to delivering a consistent, clear, and compelling brand message that resonates with the audience.
What are the benefits of integrated communication mix strategy for customer experience?
An integrated communication mix can greatly enhance the overall customer experience by providing a seamless and consistent message across all channels of communication. This creates a sense of trust and reliability in the customer, ultimately leading to better engagement and loyalty. Additionally, an integrated communication mix allows for more targeted and personalized messaging, which can be tailored to specific customer segments and their unique needs and preferences. This leads to a more meaningful and relevant customer experience, ultimately resulting in increased satisfaction and retention.
Overall, the benefits of an integrated communication mix are numerous and can greatly improve the success of any business. We can summarize them as follows:
Consistency: By using a mix of communication channels, businesses can ensure that their branding and messaging is consistent across all touchpoints. This helps to create a seamless and positive customer experience, which in turn can lead to increased loyalty and advocacy.
Personalization: Different customers have different preferences when it comes to communication channels. By using an integrated mix, businesses can cater to these preferences and personalize their communication with customers. This helps to build stronger relationships and create a more engaging customer experience.
Accessibility: By using a mix of physical and digital communication channels, businesses can ensure that their messaging is accessible to all customers, regardless of their location or preferred method of communication. This helps to create a more inclusive and customer-centric experience.
Timeliness: Integrated communication mixes allow businesses to reach customers with the right message at the right time. This can be achieved by using data and analytics to understand customer behavior and preferences, and tailoring communication accordingly. This helps to create a more relevant and timely customer experience.
Engagement: By using a mix of communication channels, businesses can create a more engaging and interactive customer experience. This can be achieved by using social media, chatbots, and other digital tools to create two-way communication channels that encourage customer feedback and participation. This helps to create a more memorable and positive customer experience.
What are the elements of the communication mix strategy?
A well-planned and integrated communication mix strategy is essential for achieving success. By utilizing various promotional tools, including human, digital, and print, and leveraging the right platforms to deliver the message effectively, businesses can reach out to audiences in both direct and indirect ways, online and offline.
The communication mix can be distilled into five key elements: advertising, personal selling, sales promotion, public relations (PR), and direct digital marketing. In the following sections, we will take an in-depth look at each element of the communication mix and provide real-world examples to illustrate how they work.
1) Advertising
Advertising is a marketing communication tool that involves any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. It is an essential tool for businesses to communicate with customers and promote their products or services. There are different types of advertising that can be used to deliver a message to the audience, and each type has its unique characteristics. The following are the different types of advertising:
Broadcast advertising: This type of advertising involves the use of television and radio to communicate a message to a large audience. Broadcast advertising is known for its ability to reach a broad audience and create brand awareness. For example, Coca-Cola's "Share a Coke" campaign, which was aired on television and radio, increased the brand's visibility and created a buzz on social media.
Print advertising: This type of advertising includes newspapers, magazines, brochures, flyers, and billboards. Print advertising is effective in reaching a targeted audience and communicating a message in a more detailed manner. For example, Nike's print advertisements often feature athletes, emphasizing the quality and features of their products.
Internet advertising: This type of advertising includes social media, search engine advertising, and display advertising. Internet advertising is highly targeted, cost-effective, and measurable. For example, Amazon's personalized product recommendations and targeted ads on social media platforms help them promote their products to a specific audience.
Outdoor advertising: This type of advertising includes billboards, signs, and posters. Outdoor advertising is effective in reaching a mass audience and generating brand impressions. For example, McDonald's billboards featuring their signature burgers, fries, and drinks create an instant craving for their products.
In conclusion, advertising can be both good and bad for customer experience and brand connection with audiences. When done well, advertising can create a meaningful connection between the brand and the audience. However, when done poorly, advertising can be seen as intrusive and annoying. Therefore, it is essential for businesses to strike a balance between advertising and customer experience to build a strong brand connection with their audience.
2) Personal selling
Personal selling is a promotional method in which the firm's salespeople interact with potential customers to present the products or services and persuade them to make a purchase. The goal of personal selling is not only to make a sale but also to establish a long-term relationship with the customer, build trust, and create customer loyalty.
Sales presentations are a form of personal selling that involves a one-on-one or group presentation of the product or service to a potential customer. Sales presentations can take place in-person, over the phone, or through video conferencing. For instance, a sales representative may visit a potential customer's office to present a new product that the customer may find useful.
Trade shows are events where companies showcase their products and services to a large audience of potential customers. In personal selling, trade shows provide an opportunity for sales representatives to meet potential customers, demonstrate the product, and answer any questions they may have. For example, a company that sells fitness equipment may participate in a fitness trade show to showcase their products to a targeted audience.
Incentive programs are designed to motivate salespeople to promote and sell more of a specific product or service. Personal selling through incentive programs involves setting up a reward system for sales representatives who meet or exceed their sales targets. For example, a company may offer a bonus or commission to a sales representative who sells a certain number of products within a specific timeframe.
However, personal selling can have both positive and negative consequences. While on one hand, it can provide a personalized experience and establish a long-term relationship between the customer and the brand, on the other hand, it can be perceived as pushy or aggressive, leading to discomfort or pressure during the buying process.
Therefore, by understanding the customer's needs, preferences, and comfort levels, and adapting the selling approach accordingly, businesses can create a positive, memorable experience that builds trust and loyalty, ultimately leading to increased sales and long-term success.
3) Sales promotion
Sales promotion can be defined as the use of short-term incentives to encourage the purchase or sale of a product or service. It is an effective marketing strategy that helps businesses to boost their sales, attract new customers, and retain existing ones. Sales promotions can take various forms, such as discounts, coupons, displays, demonstrations, and more.
Discounts: A popular sales promotion technique that involves reducing the price of a product for a limited time. For example, a clothing store may offer a 20% discount on all items for a week to attract more customers. This strategy can be effective in encouraging customers to make a purchase as they feel they are getting a good deal.
Coupons: Another effective sales promotion technique that offers customers a discount or special offer on a product or service. For example, a restaurant may offer a coupon for a free appetizer with the purchase of an entree. Coupons can be distributed through various channels, such as email, social media, or print ads, to attract new customers and encourage existing ones to make repeat purchases.
Displays: Displays are visual merchandising techniques that showcase a product or service in an appealing way to attract customers. For example, a supermarket may create a special display for a new product to draw customer attention. Displays can include eye-catching signage, product demonstrations, or interactive displays, and can be used to highlight the benefits of a product or service.
Demonstrations: They involve showcasing the features and benefits of a product or service to potential customers. For example, a home appliance store may offer a demonstration of a new vacuum cleaner to show how it cleans carpets better than other models. Demonstrations can be effective in building customer trust and helping them to make informed purchase decisions.
In summary, sales promotion can have both positive and negative effects on customer experience and brand connection. On the one hand, it can help attract new customers, increase sales, and raise brand awareness. On the other hand, it can result in price wars, diminish brand value, and create a perception of low quality. Therefore, it is crucial for businesses to find a balance between the two and use sales promotion techniques strategically to achieve their marketing objectives.
4) Public relations (PR)
Public relations is the art of establishing and maintaining effective communication between a company and its various publics, including customers, investors, employees, and other stakeholders. It involves building good relations through various strategies, such as obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Here are some of the strategies used in public relations:
Press releases: Refer to an official statement issued by a company to the media to provide information about new products, services, or events. It is a key tool in public relations as it helps to generate positive publicity and awareness for the company. For example, a restaurant might issue a press release announcing a new menu item or a charity event.
Sponsorships and special events: Another effective way to build good relations with the public. By sponsoring an event or charity, the company can increase its visibility and show its support for a particular cause. For example, a sports drink company might sponsor a marathon or a music festival to build goodwill and brand recognition.
Web pages: A company's website is a critical component of its public relations strategy. It is the primary platform to showcase the company's products, services, and values. The website should be designed to provide useful information, updates, and news to the public, as well as to engage with customers through social media, blogs, and other interactive features.
In conclusion, public relations can be a double-edged sword for companies. On the one hand, it can help build trust and credibility with customers, investors, and other stakeholders. On the other hand, a poorly executed public relations campaign can damage the company's reputation and alienate its audiences. Therefore, it is important for companies to develop and implement a well-planned and coordinated public relations strategy that aligns with their overall business goals and values.
5) Direct digital marketing
Direct digital marketing is a type of marketing that involves reaching out to individual customers through digital channels in order to establish a direct connection with them. The goal of direct digital marketing is to build strong, lasting relationships with customers by providing them with personalized and relevant marketing messages that are tailored to their specific needs and interests.
Here are some examples of types of direct digital marketing:
Email marketing: This involves sending targeted email messages to customers in order to promote products or services, build brand awareness, and drive sales. For example, an online retailer might send a promotional email to customers who have previously purchased a certain type of product.
Social media marketing: This involves using social media platforms like Facebook, Twitter, and Instagram to connect with customers and promote products or services. For example, a company might use Facebook to showcase their latest products and engage with customers in real-time.
Search engine marketing: This involves using search engines like Google to target customers who are searching for products or services related to your business. For example, a company might use Google AdWords to display ads for their products when someone searches for a specific keyword.
Mobile marketing: This involves using mobile devices like smartphones and tablets to reach customers on-the-go. For example, a retailer might send a mobile push notification to customers who have downloaded their app, alerting them to a flash sale or special promotion.
Direct digital marketing can be a powerful tool for building strong customer relationships and driving sales. However, it's important to use this approach carefully and thoughtfully in order to avoid spamming customers or overwhelming them with irrelevant messages. When done correctly, direct digital marketing can enhance the customer experience and provide real value to both businesses and customers alike.
Crafting a winning communication mix strategy: key steps to boost customer experience and engagement, both online and offline
Developing a clear and focused communication mix strategy has become increasingly important in today's business landscape. It is essential for companies to connect with their target audience and enhance customer experience through an effective communication mix strategy. Such a strategy enables companies to deliver the right message, through the right channel, at the right time, and with the right value.
In order to develop an effective communication mix strategy that enhances customer experience both online and offline, marketers and businesses should follow the six steps illustrated with the luxury watch industry example.
Identify the target audience: Analyze the market and identify the specific group of people interested in the company's products or services. For example, a company that sells luxury watches may identify their target audience as affluent males aged 35 and above who are interested in fashion and lifestyle.
Determine the communication objectives: Set specific goals that align with business goals, such as increasing sales or building brand awareness. For example, a company that aims to promote a new line of luxury watches may set a communication objective to increase product awareness and generate leads.
Design the message: Create a clear and concise message that resonates with the target audience and aligns with the brand image. For example, a company that aims to promote a new line of luxury watches may design a message that highlights the unique features and quality of their watches, using high-quality visuals and a sophisticated tone.
Choose the media: Select channels that the target audience is most likely to engage with, such as social media, email, television, print media, or outdoor advertising. For example, a company that aims to reach its target audience of affluent males aged 35 and above may choose to advertise on lifestyle magazines, social media platforms like LinkedIn, and billboard advertising in affluent neighborhoods.
Select the message source: Choose a message source that aligns with the brand image and resonates with the target audience, such as company representatives, influencers, or celebrities. For example, a company that aims to promote its new line of luxury watches may choose a celebrity brand ambassador who resonates with its target audience.
Collect feedback: Measure the effectiveness of the communication mix strategy by collecting feedback from the target audience through surveys, social media engagement, website analytics, or customer feedback forms. For example, a company that promotes its new line of luxury watches may collect feedback from its target audience through customer surveys and social media engagement to measure the effectiveness of its communication mix strategy.
Therefore, developing an effective communication mix strategy is critical for companies to create a message that connects with their target audience and enhances customer experience. By identifying the target audience, determining communication objectives, designing the message, choosing the media, selecting the message source, and collecting feedback, companies can create a communication mix strategy that builds brand awareness, generates leads, increases sales, and improves customer experience and loyalty.
To sum up, it is no longer an option but a necessity for businesses of all sizes and industries to implement a balanced communication mix. By embracing this mindset, marketers and businesses can create engaging experiences that connect with their target audience across both physical and digital channels, leading to increased ROI and business growth. To successfully implement this shift, companies must continuously enhance their knowledge of marketing and communication strategies in the phygital and experiential economy and acquire the necessary skills to stay ahead of competitors.
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Cite this article as: American Institute of Business Experience Design (2023). How communication mix strategy can elevate customer experience and drive online-offline engagement. Retrieved [date you accessed the article], from [copy and paste the URL of the article page].