Every marketing communication strategy, be it, traditional mass –one to many, e-mail based- one to one, or internet web based-many to many; no matter which method you use, its main objectives are, to Inform, Persuade and Remind.

Let us examine the reasons why these objectives are critical to your marketing efforts i.e. to satisfy target market needs and wants, profitably:

1. Inform- This objective is intended to create and stimulate interest and awareness, that is, to let targeted consumers know your product or service offering and where to find them. For example, if your target market teenagers or young adults, then your message must be interesting, current and trendy, you may choose to reach your market through social media networks such as facebook or twitter and this group spends a lot of time online, so e-mail marketing and banner advertising will work best. Alternatively if your aim is to reach the elderly, the message must be clear, concise, informative and easy to read, because this will help to ensure that this group understands your offering. You may choose to distribute pamphlets in doctors’ offices or put ads in the newspaper to reach this target audience.

2. Persuade- This goal aims to convince your customers, that your product or service will provide the best value to your customers, compared to the competition. This can be done by giving competitive pricing, money-back guarantees and flexible return policies.  You may also want to create urgency by giving limited time offers and time specific free shipping discounts.  

3. Remind- Once you have made your message interesting and persuasive, then your last objective will be to remind your customers to take action, i.e. to purchase your products - often. It’s important to stay visible to your customers, the more they are reminded of your existence, the higher the chance of buying from you the next time they need something that you offer.  

Remember, the clearer, the more interesting, and the more convincing your communication is, the more influence it will have on your customers to take positive action, which will positively affect your revenue.