What is it and how to apply it correctly?
First of all, we must understand what we mean when we say communication and how it works. Communication is the act of expressing a message between two or more individuals with the aim of exchanging information through verbal or nonverbal language.
Human beings need to communicate in order to express what they feel, organize themselves in society, ask questions, resolve their doubts, and promote their services or products.
In addition to this, we must be aware of the fundamental elements that make it up and that if any of these are lost, it could diminish the impact we want to generate. Among these are:
- Sender: The sender is the person who sends a message with the aim of communicating or informing about a specific topic.
- Recipient: The individual responsible for receiving the communication and data transmitted by the sender.
- Message: This is the information or data transmitted by the sender so that it reaches the receiver in the best possible way. It is essential that the receiver understands this content so that communication is fluid and effective.
- Channel: This is the place where the message is transmitted. There are multiple channels through which information can be transmitted. For example, the internet, media, or mobile devices.
- Code: This is an important element for ensuring that the message is easily understood and that there is understanding between the sender and the receiver. The code consists of data and rules that both parties share in order to understand the information.
By understanding the basic function of communication itself, its application to marketing would focus on two elements of it. The appealing function, since its objective is to generate influence and attract the reader's attention, goes hand in hand with the poetic function, since this is responsible for the aesthetic part of the message. It must be embellished so that it is more effective without being invasive.
Below, we show you how to enhance your marketing strategies through assertive communication, using the 4Cs (coherence, consistency, continuity, complementarity) appropriately .
Consistency
This means that the various marketing channels used by the company must be consistent with each other. In other words, all messages that the company seeks to disseminate must be related to each other.
They also recommend that these messages be part of a much larger message itself. It should be noted that all wording must have the same meaning.
Consistency
Related to the above, when we refer to consistency in the messages disseminated among users, we mean that they must follow the same line of ideas and communication, and should never contradict each other.
Continuity
Just as everyone must follow the same line of thinking in order to have a clear sense of what is being conveyed, these messages must also remain in the minds of the entire target audience.
To achieve the latter, it is important to be persistent with messages across all channels selected to reach customers. This way, you will not lose their attention and you will reach more people.
Complementarity
This is simply the sum of the previous Cs. All of them must be interrelated when implementing them within the company in order to achieve good integrated communication and market success.
By applying these concepts, you will be able to communicate any message effectively, always fulfilling the objective of encouraging the user to buy and/or positioning your brand for the future. With our effective methods, we will ensure that your message is as balanced and accurate as possible.
