Direct marketing is messages that are usually delivered directly to one specific person, messages can be prepared very quickly and can be customized to attract specific prospects. Direct marketing also uses direct communication methods by specifying target consumers to get an immediate response.
2. Discuss the changing communications landscape and the need for integrated marketing communications.
In accordance with the development of marketing communications technology, the communication process has also changed, such as the recent development of the internet. Marketing communications is to achieve three stages of change for consumer, these stages include:
A.Stage of Knowledge Change In this change the consumer becomes aware of the existence of the product and what the product is for eg. The message does not display any more important information about the product.
B.The second stage is the stage of changing attitudes, namely on consumer behavior. Attitude change is determined by three elements by Schiffman and Kanuk referred to as the three components of attitude change, viz. knowledge, attitudes and behavior. The desired attitude change is of course a positive attitude change, this positive change leads to the desire of consumers to try the product, the higher the product preference, encourage consumers to use (buy) it.
C.The third step is behavior change which aims to prevent consumers from switching to other products and continuing to use them. In the behavior change step, the purpose of the message is to show the reason why this product is still the best product compared to other products (Farahdiba, 2020).
Marketing communications can be recognized from the following developments that are happening around the world:
(1) the shift from traditional media to other media. Expensive and inefficient. Price competition between companies causes companies to choose advertising prices.
(2) media fragmentation leads to the emergence of smaller and more alternative media. direct mail and event sponsors.
(3) globalization causes corporate networks to replace retailers. With the help of scanner technology, buying behavior is identified and it is decided to use more effective advertising methods, ie. H. means of sales promotion
(4) marketing database development. Computers collect a variety of information about psychographics, demographics, geographic information, buying habits and media preferences. This information supports direct marketing methods aimed directly at the public.
(5) changes in buying media. Rising prices require greater discounts and tighter controls on media purchases (Gurmilang, 2015)
3. Outline the communication process and the steps in developing effective marketing communications. Steps in developing effective marketing communications
Outline the communication process
Communication is a very important thing in social life since humans were created by the Creator. Communication makes what is meant by one person understandable by another. Even the creation of an agreement due to communication. Individuals can become one, that is, understand what is conveyed by other individuals.(Tutiasri, 2016). In general, there are three stages to communication: source, message, and receiver. Sponsors, the author's own creations, and communication personnel can all be sources.(Lukitaningsih Ambar, 2013) Every communication needs to be targeted and properly integrated into programs. A company's efforts to engage customers and create profitable customer relationships must include effective communication, just as it is essential in creating and maintaining any other kind of relationship.(Kotler et al., 2020) Communication is also important in business activities, for example marketing activities. The goal of marketing communication is to inform the general public, particularly target consumers, about the existence of products on the market. Advertising (advertising), face-to-face selling (personal selling), sales promotion, public relations and publicity, and direct marketing are the five different methods of promotion (promotion mix).(National & Pillars, 2020).
Steps in developing effective marketing communications
The following measures can be taken to create effective marketing communications:
