Marketing Mix Modeling
Which communication activities will be carried out to achieve the marketing objective? How will the marketing mix be created? Communication objectives give us an idea of this.
What do we aim to achieve with the communication activities to be carried out, what will change as a result?
Communication activities are designed to change roughly 3 things in the consumer:
Communication objectives determine what consumers will know, think, feel and do as a result of communication activities.
- What should they know about the brand/product? For example, have they heard of the brand name, do they know what the brand stands for or how the product is used, are they aware of the advertisements, do they know how the brand differs from its competitors, etc.
- What should they think and how should they feel about the brand/product? What is the brand perception/image of the consumer, do they feel close to the brand or its values, etc.
- What should they do about the brand/product? Has the consumer tried the product, does the consumer buy the product again, where/how do we want them to use the product, do they talk about the product, what do they say, etc.?
Once the answers to these questions are determined, the marketing mix is determined by evaluating the touch points and consumer behavior, trends and media consumption.
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