{"id":5669,"date":"2019-12-03T07:05:58","date_gmt":"2019-12-03T05:05:58","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=5669"},"modified":"2025-06-19T11:59:01","modified_gmt":"2025-06-19T09:59:01","slug":"how-to-ensure-your-company-engages-in-effective-marketing-communication","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-ensure-your-company-engages-in-effective-marketing-communication\/","title":{"rendered":"Ensure your company engages in effective marketing communication"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"700\" height=\"493\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/DSM_Infographic9-e1575290593933.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital School of Marketing - marketing communication\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/DSM_Infographic9-e1575290593933.jpg 700w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/DSM_Infographic9-e1575290593933-600x423.jpg 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>For effective marketing communication to take place, we must understand the process itself of marketing communication. This means that we need to tick a couple of boxes such as clearly planning what we want to communicate, who we want to communicate with, how we can best communicate to our target audience as well as what we want in response to our communication.<\/p>\n<p>In order to ensure that we engage in effective <a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/key-elements-of-effective-marketing-communication\/\">marketing communication<\/a>, we need to make sure that the following bases are covered and that we are clearly able to identify these:<\/p>\n<ul>\n<li>Source &#8211; The originating organisation or group for the information being communicated.<\/li>\n<li>Channel &#8211; What method or mode would best express or communicate the message being sent. An example of this would be personal or non-personal methods.<\/li>\n<li>Message &#8211; What is the nature of the information that we want to communicate? Advertising the price of a product is different to asking consumers for their opinion on a product.<\/li>\n<li>Receivers \u2013 This refers to the targeted group or individuals that would best make use of, or respond to, the communication.<\/li>\n<li>Feedback \u2013 This is a measurable response to the message being sent either in the form of <a href=\"https:\/\/digitalschoolofmarketing.co.za\/sales-blog\/whats-a-sales-manager\/\">sales<\/a> statistics or individual statements relating to the communication.<\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/281953599?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>The main elements of a marketing plan<\/strong><\/h2>\n<p>There are four major marketing mix elements in every excellent <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-goes-into-digital-marketing-plan\/\">marketing plan<\/a>:<\/p>\n<ol>\n<li>Product which is the item, alternatively, the service you present to the market<\/li>\n<li>Price which is the amount that you charge for the product or service<\/li>\n<li>Place which refers to how and where you distribute the product<\/li>\n<li>Promotion which looks at the manner in which you communicate with the marketplace in order to let them know about your product<\/li>\n<\/ol>\n<h3><strong>Product<\/strong><\/h3>\n<p>If you know what your target market requires and, in addition, you have the correct product to match this need, this means that you have met the first requirement of putting together a successful marketing mix, namely Product.<\/p>\n<p>The product that you sell fills a gap in the market gap which is not being addressed currently. To get this done successfully, it is important to know your target market as well as what they want in addition to what they need.<\/p>\n<p>The maxim: &#8220;the customer is always right&#8221; has much truth to it as customers will talk with their wallets or, alternatively, publicly about your product. Therefore, it is important to listen to them as well as to act responsibly as a marketer to take their varying needs into account.<\/p>\n<h3><strong>Price<\/strong><\/h3>\n<p>This is the second P of the <a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/understanding-the-marketing-mix-product-price-place-promotion\/\">marketing mix<\/a>. The question to ask of yourself is if you have ensured that you have the best price for what you\u2019re selling. If you are charging too much for your product, your target market will not be able to buy it.<\/p>\n<p>They may not have the ability to afford it or the value of your product &#8211; in their minds &#8211; does not match the price that you\u2019re asking. This means that they will not pay for it. If you are charging too little, the target market may have the opinion that there is something fake or cheap about your product. As a result, they may not want to associate themselves with this kind of pricing.<\/p>\n<p>That is the reason why it is important to know what your competitors are charging as they may have their prices incorrect and, perhaps, you can provide a superior product at a better price. It all comes down to a mix of intuition and research.<\/p>\n<h3><strong>Place <\/strong><\/h3>\n<p>This is the third P which drills down into how you are able to get your product to your customers. In other words, this is from development to the stage where it is 100% ready for purchase. As an example, you may be performing manufacturing activities in a specific area and you need space in order to carry out these activities. It therefore becomes crucial that you have good distribution in order to get your product where it needs to go.<\/p>\n<p>Based on your product, you will have varying needs. For instance, fruit growers will need a team of air-conditioned trucks to get produce to the right sites. The other part of this is that you are required to make sure that your product is being sold in the right places. If you have your produce at the incorrect sites, then you will not be touching your main target market.<\/p>\n<h3><strong>Promotion <\/strong><\/h3>\n<p>This is the methodology you make use of in order to persuade your target market that they need to buy your product. There are a number of methods to do this, the most well-known of which is advertising. Advertising is also termed &#8220;above-the-line&#8221; marketing.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>Do you want to discover more about marketing? If you do, then our accredited National Certificate of Advertising is the best course for you to do! For more information, please follow this <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/national-certificate-of-advertising\/\">link<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5670 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Advertising-and-Digital-Marketing-600x96.jpg\" alt=\"DSM Digital School of Marketing-Advertising and Digital Marketing\" width=\"600\" height=\"96\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Advertising-and-Digital-Marketing-600x96.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Advertising-and-Digital-Marketing-300x48.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Advertising-and-Digital-Marketing-1024x164.jpg 1024w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Advertising-and-Digital-Marketing-768x123.jpg 768w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Advertising-and-Digital-Marketing.jpg 1250w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/cRzaKTY4U4E?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":5672,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,262],"tags":[],"class_list":["post-5669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-digital-marketing-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/5669","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=5669"}],"version-history":[{"count":2,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/5669\/revisions"}],"predecessor-version":[{"id":23735,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/5669\/revisions\/23735"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/5672"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=5669"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=5669"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=5669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}