Marketing Strategy andAdvertising - Essay Example

The best method of communication to consumers is through advertisement. Advertisements will give an organization a clear perspective of the market reaction towards their goods. The advertisement provides marketing strategists with a large population of consumers to please. However, a large consumer population to lure requires a lot of information depending on consumer demand. Consumer demand is by far the best thing to understand when plotting a marketing strategy.

 Consumer demand requires an organization to understand the requirements and needs of its target market. According to Ferrell & Hartline (2010), the lack of understanding of one’s consumer requirements is the worst weakness an organization can have on the marketing front. He further argues that consumers’ preferences should be the priority in designing a marketing strategy. Lack of understanding one’s consumers is the most significant barrier in coming up with a marketing plan or design. This paper will highlight the disadvantages the unknown factor in consumer requirements has on the marketing strategy of an organization.

It is usually a general assumption that the marketing department holds the most important when it comes to pushing sales and increasing the customer population. In all marketing departments, there should be a set-aside team that does marketing research on consumer requirements. With a known consumer preference, it becomes easier when designing part of a marketing strategy. Firstly, all marketing strategies revolve around pleasing the target market. With this as the considered factor, it is only logical to make the presentation of advertisements very appealing to consumers. Consumer preferences in advertising range from the method used in advertisement, channels used in marketing, the timing of advertisements, and most importantly sincerity. That is; the advertisement should match the real product. With all these demands, market research for preferences is advised (Ferrell & Hartline, 2010).

Methods of marketing include digital advertisement or the use of salespeople. Depending on the target market different consumers prefer different modes of advertising. It is usually a general consumer feeling that digital advertising is the most appropriate method. Apart from the consumer preference consideration, digital advertisement is appropriate for many organizations. This is because it reaches a much greater environment, it is easier to plan and implement and the cost is relatively low. The use of salespeople seems to bug many individuals since they feel they invade their personal space. Depending on people’s activities during the day, the use of salespeople may face great opposition from consumers.

Consumer preferences also revolve around timing. Timing mainly affects digital advertisement since it depends on the audience it reaches out to (Rantanen, 2005). He also argues that morning and daytime advertisements are likely to get a less audience compared to advertisements aired during the night. Researches indicate that nighttime advertisement slots are usually expensive compared to daytime slots. This is an indication that the general consumer market prefers and is easily exposed to nighttime digital advertisements. With increasing demands for advertisement channels, it is also preferred that organizations do market research on the best channels the consumer prefers.  This will make organizations a clear picture of their consumer’s preferences in terms of advertising and marketing. In this way, an organization can be able to come up with the most appropriate marketing plan.

Understanding consumers is a crucial factor in planning a marketing strategy since it provides the best channel to lure consumers to an organization’s products and services. The fact that consumers tend to pledge loyalty to the best enterprise in terms of marketing and production, says a lot about what is supposed to be done to gain consumer support. According to Petley (2003), a company that ignores the requirements of the market has no future in the enterprise world. About 98% of all businesses practiced worldwide depend on consumer support. There is nothing more important for an organization than a loyal consumer base.

Consumers have a major role to play in the success of any organization. Capturing consumer interest is done by having a marketing plan that involves and considers the consumer’s needs and requirements. Having this as a barrier to coming up with a marketing plan can as well reflects negatively on the overall performance of an organization