Understanding Communication Challenges in Marketing

Introduction

• Target Audience Identification: First step in marketing to know who you're addressing.
• Communication Challenge: The behavior and mindset you want to change in your target consumer.

Defining Communication Challenge

• Components:
  • Existing Mindset & Behavior: Current consumer relationship with the brand.
  • Desired Mindset & Behavior: The change you wish to see in the consumer.
  • Communication Task Summary: One line that encapsulates what you want to convince your consumer of.
• Importance: Shows your understanding of the user and your expertise as a marketer.

Example: Amazon vs. Flipkart

• Context:
  • Amazon was the clear No.2 in 2015, Flipkart was the market leader.
  • Objective: Drive category penetration by targeting new e-commerce users.
• Consumer Behavior:
  • New users prefer the market leader (Flipkart).
• Strategic Differentiation:
  • Essential Differentiator: Amazon must convince users it's differentiation (wide product range) is essential.
  • Communication Challenge: Convince users that a wide choice is crucial for a delightful shopping experience.

Key Takeaways

• Essential Differentiator: Must be seen as crucial, not just a 'good to have.'
• Simplicity: Keep the communication challenge singular and focused.

Summary of the Model

• Business Objective: Define what the campaign aims to achieve (penetration, frequency, or average rate of consumption).
• Target Audience: Understand who they are.
• Communication Challenge: The behavior and mindset shift you need to achieve.
• Elements of Marketing Campaign: First two of seven crucial elements:
  1. Business Objective
  2. Target Audience & Communication Challenge