How an organisation might use communication tools to walk the retail or business consumer from awareness to becoming a loyal customer?
In the modern business world, it is crucial that organisations utilize a range of available communication tools to exert a significant influence on all key stages of the consumer decision-making process. This intricate process starts with an initial recognition of individual needs and how these needs can be subsequently satisfied, before undergoing a search for information from a variety of sources including friends, family and the general community. However, given the inherent limitations of communal sources of information, it is within these two stages that the communication tools of marketers can be effectively utilised in order to penetrate consumer awareness. In order to limit the time and effort expensed by the consumer in their search for information, the marketer may choose to take advantage of the communication tools commonly referred to as ‘source encoding’ and ‘semiotics’, substituting the use of words with pictures, symbols and related graphical elements to convey a subtle message to the target audience (Belch et al.,2012, p.115-16). In the marketing domain, whilst this frequently takes the form of a renowned logo such as the Nike swish of the McDonald’s golden arches that can be easily determined by consumers in their search for satisfaction, it may also manifest itself in non-verbal signs, symbols and colour schemes hidden within ad campaigns and exciting our subconscious understanding (Clow & Baack, 2013, p.116). For example, the majority of Apple’s product advertisements are placed against a white background, highlighting the aesthetically pleasing nature of the product against a simple background.
Following the search for information, the consumer’s evaluation of several alternatives on the basis of overall satisfaction, quality and price represents a key junction at which the marketer must similarly choose from an appropriate range of communication tools to successfully persuade the consumer of their product’s superior quality for the given price. Whilst ad campaigns and recognisable logos can be similarly used by marketers at this point, the overall advertising effort should turn to increasingly personal communication channels including the use of social networks that amplify the opinions of existing loyal customers, viral video messages delivered in pleasant and inviting emotional tones and a related range of informative PR campaigns (Belch et al.,2012 ,p.117; Clow & Baack, 2013). In the 21st century, nearly all of the world’s top commercial brands have set up Facebook and Twitter pages which now act as portals for customer feedback and have also turned to YouTube for the potential proliferation of a viral advert on a global scale.
Contingent on a positive outcome for the purchase decision, the marketer must ensure that communication tools are continually utilised in order to complete the successful transition of the consumer to a loyal customer. Invitations to upcoming organisational events and activities that open up conversation channels amongst like-minded consumers allow the organisation to both reinforce the product attributes that consumers value and introduce new products or add-ons that enhance the customer experience. For example, Apple regularly holds conferences and events for new product developments in the hope of these loyal customers distributing further information throughout the general population of interested buyers.
Following the search for information, the consumer’s evaluation of several alternatives on the basis of overall satisfaction, quality and price represents a key junction at which the marketer must similarly choose from an appropriate range of communication tools to successfully persuade the consumer of their product’s superior quality for the given price. Whilst ad campaigns and recognisable logos can be similarly used by marketers at this point, the overall advertising effort should turn to increasingly personal communication channels including the use of social networks that amplify the opinions of existing loyal customers, viral video messages delivered in pleasant and inviting emotional tones and a related range of informative PR campaigns (Belch et al.,2012 ,p.117; Clow & Baack, 2013). In the 21st century, nearly all of the world’s top commercial brands have set up Facebook and Twitter pages which now act as portals for customer feedback and have also turned to YouTube for the potential proliferation of a viral advert on a global scale.
Contingent on a positive outcome for the purchase decision, the marketer must ensure that communication tools are continually utilised in order to complete the successful transition of the consumer to a loyal customer. Invitations to upcoming organisational events and activities that open up conversation channels amongst like-minded consumers allow the organisation to both reinforce the product attributes that consumers value and introduce new products or add-ons that enhance the customer experience. For example, Apple regularly holds conferences and events for new product developments in the hope of these loyal customers distributing further information throughout the general population of interested buyers.
How different tools might be used at different stages of the model, consumers current attitude towards brands, products and services etc?
In the theory of consumer behaviour has discussed various stages of the models, including AIDA, hierarchy of effects, innovation adoption, and communication which relate to each stage level how consumers response to products and services. Purchase making decision is the process that relates to stage of response, includes cognitive, affective and behaviour. Therefore, marketer needs to understand target audience and provide appropriate communication tools to move audience to higher states of responding. In different stages require different tools to raise audiences’ awareness, influence them to change attitude and decide to buy. Moreover, advertising should be aimed to remind target audience to do, to feel, and to buy again (Koekemoer, 2005).
Passing through the stage of consumer response, cognitive stage is the thinking and awareness process which bases on consumer perception, knowledge, understanding, and cognition (Lantos, 2011). This stage requires communication tools to exposure audience to gain their attention. Affective stage is the feeling, emotion, evaluation, and component. This stage, consumers start to link and evaluate products throughout their knowledge and experience. Behaviour intention is the acting which is based upon cognitive and affective (Lantos, 2011).
Moreover, applying communication tools in each stage is important to drive and develop customer response in fast moving. For example retail sales promotion can get immediately reaction from audience. This tends to stimulate consumer impulse purchasing. However, this can be effectively in short term. Meanwhile advertising and public relation may intend to support and develop awareness of brand, in long term effect. In addition, it is often that advertising tend to use in early stage and have effect on consumer perception of the brand throughout learning process. However, for business to business, exhibitions and direct communication may give better result with great proportion. Furthermore, although some industries use advertising for early stage, they also use sale promotion as supported communication tools such as fast food (Smith et al., 2002). As well as to get attention, social media has become an important role of marketing communication. According to Marketingcharts website, the survey of social media marketing messages reports 36% of consumers are interested in messages about upcoming sales and same percentage as they are interested in hearing about new products or services, 36% (Consumer Response to SocNet Marketing Messages Depends on Brand Relationship, 2012).
Different marketing communications tools may give effect in vary and that depends on where customers make their decision to buy, including situation, environment and other factors. Marketer needs to identify and understand the various brand touch point which influence at each stage in the purchasing process. Therefore, database and information of target audience is required for a successful integrating commination in long term that can build positive relationship, trust and royalty to brands (Sudhakar,2013).