Marketing communication is responsible for conveying the intended message to the audience. In this globalising world, it is sometimes forgotten that the final decisions are always made by an individual person. The most effective medium for influencing a person is another person.
In spite of this, encounters with people are not often given much attention, whether they take place inside or outside the company. The facts are stated, but no background is provided, despite the fact that commitment is difficult without an understanding of the overall situation.
The most effective medium of marketing and sales is being under-utilised. In the worst case, it is not utilised at all. The company’s salesperson is not the only person affecting sales, but there can be others who have a great impact on customers working in other organisational units. This is often not realised.
We need information, tools, and leadership.
Committed and motivated personnel are the most productive medium in marketing
When companies plan their marketing, the goal of the measures must be clear. What are the goals that must be reached? One swallow does not make a summer. We need a methodical approach, repetition, and faith in the pillars on which the management of the company have built the operations.
The numerical and qualitative goals are derived from strategy, with the recipient forming the intended image piece by piece. And that image gets people to react.
Our operations are reflected in the name of our company. We are Markkinointiosakeyhtiö, or Marketing Company Limited, and we design and implement marketing communications for companies, municipalities, and communities alike. Our view of marketing communications is a holistic one; we recognise that all operations after the strategic definitions of policy are parts of marketing communications. The individual person is at the centre of everything (‘i’), and it should be remembered in all operations that ultimately the communication takes place between two (‘2’) people. The question we address is how the intended information can be conveyed to another person and how the intended action can be encouraged. No matter the medium used.
