What is the Marketing Communications Mix?

A lot has been said about the marketing communications mix but what is it really? Should a business owner be aware of these things or does it just happen? As a responsible business owner, you must be aware of the different aspects of communicating your product to your market. There must be different strategies and styles that you have to use so that it makes your brand stand out more and more each day.

While some aspects of the mix may not be outright applicable to your brand but still it has some bearing in one way or the other. Although there are a lot of versions of the marketing mix here are a few of those parts of the mix : personal selling, sales promotion, public relations and publicity, direct marketing, trade fairs and exhibitions, advertising, sponsorship, packaging, merchandising, e-marketing and brands. But the general components of the mix can be divided into four – product, place, price and promotion.

These four general ideas of the marketing mix can touch all the bases regarding your brand. The Product aspect of this mix would cover all that has something to do your product – from the innovation to the differentiation of your brand. These points are important because this will dictate how different your product should be and what your product can do for the consumers that is why they should patronize you.

Price is another part of the mix that will play a very important role. How much will the consumer pay for your product? Factor in the different values like material costs, competition, your share in the market and even how the consumer will put a value on your product. The law of supply and demand will also come into play – the more the supply, the lesser the price, the more the demand the higher the price.

The other P of the mix would be the Place. The place would guide you in planning your strategies in terms of the avenue where your product can be seen. This will answer the where questions. Where will you distribute your product? Are these distribution channels the place for your product to be? Where will you do your direct and indirect sales? E-commerce will also fall in the Place category of the marketing mix.

The last P would be Promotion. This is a very exciting playing field because you can go creative and imaginative in this part. All forms of advertisement will fall in this category. Even your online marketing strategies are a part of the Promotion part of the marketing mix. As this will be a broad playing field, it will be confusing especially if you do not have a plan of action. Here you will have to find ways of reaching your target market in the the places where they are seen frequently.

As you can see, it is a rather challenging mixture. But once you have gotten the hang of the marketing communications mix you can be sure that everything will just fall into place.