Marketing communications
Marketing communications are messages and related media used to communicate with a market. While many researchiers and practitioners relate to marketing communications from the perspective of the “promotion” part of the “marketing mix” or the “four Ps”: price, place, promotion, and product, there is a scholl of thought called relationship marketing which views marketing communication as a process of sustaining a dialogue.John Egan (Chief Executive and ‘saviour’ of Jaguar, and later Chief Executive of BAA plc) defines marketing communication as:
The means by which a supplier of goods, services, value and/or ideas represents itself to its target audience with the goal of stimulating dialogue, leading to a better commercial or other relationship.
On the Web, marketing communications practices to Differentiate. Reinforce. Inform. Persuade are facing a communication scenario where their message is to be developed, sent, received and understood in an information-intensive, chronically promotional environment.
It is relationship marketing researchers who argue (inline with the Web’s hyperconnected hypermedia environment aspects) that the marketing mix is a reductionist’s view of the process of exchange, related to coimmunicating with stakeholders. [TO be added: a list of the 17ps and notes on Groonroos paper: From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing]
On the Semantic Web marketing communications are increasingly realted to knowledge management and semantic annotation. to bring tha tpoin home, I presented my work on colliding the domains of semantic web technology and marketing communication, at the Web Conference 2021:
