Marketing is an important discipline for a distribution company. Indeed, in order to successfully launch a product or service for sale, there are steps to follow in the application of a marketing strategy. The most basic is communication. But in marketing, there are two types: media communication and non-media communication. What are the differences between these two concepts?
As its name suggests, media communication is a form of communication carried out via the media in order to make oneself known to target customers. It mainly involves advertising through the media, such as television, press, commercials, billboards, Internet, etc. It is a very widespread and applied form of communication. Its effectiveness lies in the fact that it reaches many people at the same time, because it is broadcast or published in the media that people regularly consult or watch. On TV, for example, it is broadcast in the middle of high-traffic programmes, such as news, series, films, cartoons, etc. However, it comes up against a certain limit, usually materialized by an indifference of the audience. It is true that the timing of broadcasting is well studied, in order to launch each ad on the media. The same is true for the places where the spots are posted. For example, ads in which women are the main targets are aired in the middle of series and telenovelas, those for children between children’s programs, or ads on food products near shopping malls, and so on. Nevertheless, the targeting is not perfect. But, non-media communication is there to fill the gap.
It is a form of communication that encompasses several other enhancement techniques. It can be very effective because it allows you to reach a specific target group and then to build loyalty. For example, by sponsoring associations or cultural events, the company can show its values and win the hearts of its targets or make its loyal customers proud. This communication can also be done through sales promotions. This can be of the coupon type, quantity discounts, etc. or samples, trials and tastings. The company can also organize games and contests, or even set up loyalty cards and gift vouchers. Press and public relations are also very conclusive techniques. They allow the promotion of the company’s image and the services and products it offers on the market. Finally, there is direct marketing, which consists of addressing the target customers directly, for example via e-mails, mailings, sms, telephone calls, etc., or through private sales, consumer services or toll-free numbers, etc.
The ideal for good marketing is to combine media and non-media communication because they are complementary. Indeed, to boost certain non-media techniques, we need to disseminate them to the media. For example, to boost sales promotions, you need to give them a good media coverage. Also, and after all, what would be the point of sponsoring if it is not even publicised in the media to be known by everyone? The two communications form a powerful duo that will promote your company and your products and services. If you have any doubts, marketing agencies are always ready to give you advice.