Marketing Communication as the Basis for Creating an Effective Strategy

Nino Aptsiauri

Journal number 4 ∘ Nino Aptsiauri ∘
Marketing Communication as the Basis for Creating an Effective Strategy

Expanded Summary

In the terms of a market economy, alongside the growing role of marketing, the role of marketing communications has also increased. Companies in all sectors constantly try to deliver information about their activities to consumers, since effective communication with customers is a key factor in any company’s success. As a rule, companies develop a marketing communication plan and content that aligns with the context of their operations.

Marketing communication is a means of transmitting information from a company to consumers in a way that influences the decisions of customers and the target audience. Typically, effective marketing communication has a positive impact on consumers, just as incorrect or poorly executed marketing communication can become a precondition for creating a negative image.

In a competitive market environment, attracting customers is a significant challenge. This is why developing an effective marketing strategy for consumers is especially important. Marketing communications are examined by considering the nature of both communication and marketing. Communication is viewed as a process of sending a message between the sender and the receiving subjects, while marketing is a set of activities aimed at building more effective relationships with customers and increasing revenue. Marketing communications influence consumer behavior; therefore, it is necessary to study the nature of consumer behavior—specifically, what affects consumer decisions and how customers make choices. Consumers want communication to be simplified and satisfactory, as they have difficulty adapting to long and complex instructions that are unclear to them. They prefer to live in a predictable environment and seek to satisfy their needs.

Marketing communication is a complex process used to achieve communication objectives. All companies use marketing communication; however, their plans differ from one another depending on the target audience.

Keywords: Marketing communication, effective marketing strategy, customer behavior, target audience.

EKONOMISTI The international scientific and analytical, reviewed, printing and electronic journal of Paata Gugushvili Institute of Economics of Ivane Javakhishvili Tbilisi State University

DOI: 10.52340/EKONOMISTI DOI: 10.36172/EKONOMISTI E ISSN 2346-8432 Print ISSN 1987-6890	Journal number 4 ∘ Nino Aptsiauri ∘ Marketing Communication as the Basis for Creating an Effective Strategy Expanded Summary In the terms of a market economy, alongside the growing role of marketing, the role of marketing communications has also increased. Companies in all sectors constantly try to deliver information about their activities to consumers, since effective communication with customers is a key factor in any company’s success. As a rule, companies develop a marketing communication plan and content that aligns with the context of their operations. Marketing communication is a means of transmitting information from a company to consumers in a way that influences the decisions of customers and the target audience. Typically, effective marketing communication has a positive impact on consumers, just as incorrect or poorly executed marketing communication can become a precondition for creating a negative image. In a competitive market environment, attracting customers is a significant challenge. This is why developing an effective marketing strategy for consumers is especially important. Marketing communications are examined by considering the nature of both communication and marketing. Communication is viewed as a process of sending a message between the sender and the receiving subjects, while marketing is a set of activities aimed at building more effective relationships with customers and increasing revenue. Marketing communications influence consumer behavior; therefore, it is necessary to study the nature of consumer behavior—specifically, what affects consumer decisions and how customers make choices. Consumers want communication to be simplified and satisfactory, as they have difficulty adapting to long and complex instructions that are unclear to them. They prefer to live in a predictable environment and seek to satisfy their needs. Marketing communication is a complex process used to achieve communication objectives. All companies use marketing communication; however, their plans differ from one another depending on the target audience. Keywords: Marketing communication, effective marketing strategy, customer behavior, target audience.