A scientific article published by the University of Economics in Bratislava has found that effective marketing communication tools are beneficial in building consumer loyalty in these rapidly technologically advanced market environments.
Consumer behaviors have shifted as technology and internet trends expand, thus causing intense competition and amplified noise in the marketplace. As a result, the ability to retain current customers and draw attention and engagement from prospective customers has become more challenging for businesses. However, this article confirms that the effective implementation of marketing communication tools that considers alterations and contemporary trends in consumer behavior and consumers' shared values is a valuable solution to forming consumer loyalty.
A modern marketing communication strategy that takes into consideration the present trends in consumer behavior should entice and retain customer attention, build value for customers, and creates connections with customers through – firstly, establishing a mixture of the most relevant structure of communication tools and instruments that mutually complement, and secondly, forming an ideal message that is, individualized, creative, engaging, attention-seeking, emotionally evoked and customized in content.
The author suggested that advertainment, content, and inbound marketing are three modern marketing communication tools that build customer engagement and conveys good emotions and encounters. These three strategic marketing approaches are unique, with specific objectives and outcomes. For instance, advertainment is a collaborative promotional tool that mixes both advertising and entertainment to create excitement and joy toward a particular brand. The inbound and content marketing strategies both build loyalty. However, inbound marketing uses brand attachment marketing tactics along with components of internet marketing or website statistics which is effective in yielding brand awareness and loyalty. This approach does not specifically aim at building loyalty per se but is a consequence of its marketing strategy.
On the other hand, content marketing, as per the author, is considered one of the most inexpensive and highly effective forms of marketing. This approach focuses on forming lasting connections with the customers by creating valuable content for a specific target audience. This marketing approach is highly effective and has several customer-focused objectives, such as gaining customer trust and loyalty while building awareness, commitment, and genuine customer connections. This approach also positively impacts websites, and social media influence increases professional and industry presence and improves sales promotion and advertising returns.
In essence, the process of effective marketing communication is complex. But in order for marketing communication to be effective in this rapidly technologically advanced environment, the process should focus on observing the behavior of identified target customers in the perspective of evolving trends.
Original Scientific Article:
WYRWISZ, J. (2019) “Effective marketing communication toward current trends in consumer behaviour”. Acta Oeconomica Cassoviensia, Vol. XII, No. 2, pp. 87-95, ISSN 2585-8785