The Impact of Communications – Marketing, Business, Behavior and Culture

In order to comprehend the impact of communication within your organization, members must understand that this particular element of your marketing mix is used to deliver advertising messages and assist target audiences and customers to make purchases. Communication builds a relationship with current loyal customers, while increasing brand awareness and convincing targeted consumers to buy your brand over your competitors.There are many factors that can have a major impact on your organization’s communication strategy, but here are four key attributes:1. Marketing
Companies create databases through many ways, such as surveys and transactions for mass customization. Mass customization means to take products traditionally designed for mass markets and reshape them to appear to be personally designed for your targeted customer. The structure of communication starts with the source, which gets the attention of the receiver or end-user, by stimulating their interest of your message. The receiver or end-user interprets the message provided by the sender, in order to provide feedback of the message.2. Business
Through product and service quality, customer satisfaction is achieved through the creation of increased brand loyalty and elevated repeat purchases. With changes in the environmental factors affecting traditional advertising spending, marketing managers are seeking new and innovative media avenues to reach their current and targeted audiences. We are continuing to witness a shift from traditional media methods (TV, radio, newspaper and magazines) to strategic product placement (Internet commerce, mobile commerce and buzz marketing or viral marketing). As we examine two major categories of communication channels, we discover that they are either personal or non-personal. Personal communication channels involve direct communications through professionals, salespeople, by phone or through email communications. Non-personal channels include attributes such as TV, newspaper, radio, direct mail, Internet, etc.3. Behavior
When communicating with your current or potential customer, you are building and maintaining a rapport for continued and future business. Cultural and environmental changes affect social, technological, political and economic performances. Physical responses to advertisements will stimulate a shopping environment. These responses are based on awareness, attention-knowledge, desire, conviction, action, price, purchase, evaluation presentation, innovation, information, decision-making and behavioral responses. Regional differentiation (national or global) will have an impact on population, the perceived value of your products or services by customers, need segmentation and cultural preferences.4. Culture
When marketing and communication managers are promoting their products and services to current and targeted audiences, cultural values and elements of culture are taken into consideration, in order to analyze the impact of their purchasing decision process. Behavioral and demographic attributes consist of values, language, religion, attitudes, population, age, social organizations, education, technology and geography. A common and advantageous concept occurring among many small businesses and large corporations is cultural diversity. Embracing differences and variety within a company and among their target consumers, includes age, ethnicity, education, sexual orientation, race and gender. These attributes are a part of the company’s culture. Cultural diversity is becoming an integral part in most companies today and drives economic development, marketing, employee development, vendor relationships and consumer loyalty and spending.Brand equity communicates the value and quality, or other aspects of your products or services. Communications help customers make more informed decisions about their purchases. Marketing, business, behavior and culture not only impact an organization’s communication, but they build relationships.

Setting Up an Internet Business – Overheads and Risk

In “Cost Of Setting Up An Internet Business” I showed that starting an online business has very low barriers to entering this market because cost is minimal. You do not need any starting capital because you can get all you need to get started, namely
computer
Internet access
software
web-hosting
customer service point
product
either for free or extremely inexpensively.The next hurdle that makes people turn away is the fear of committing to large overhead costs and incurring an incalculable risk. Let’s have a look at these two fear factors:OverheadsConventional businesses cannot get started before they have their infrastructure in place that includes premises, staff and stock.In contrast to conventional businesses, here is a list of what you DON’T need when you’re setting up an Internet business:
premises – because you work from home, your laptop, the beach, wherever…

staff – you can do lots of things yourself; you can automate or outsource it without any ongoing financial commitment. As a matter of fact, you can pretty much automate or outsource everything:

                  – product creation

                  – design

                  – production

                  – packaging

                  – shipping

                  – accepting payment

                  – paying affiliates

                  – book keeping

                  – marketing

                  – customer / client follow up
stock – to be more precise, you don’t need warehousing, large product inventory and administration because you can use drop shippers or fulfilment houses.All this is true for any kind of physical product. When it comes to digital products (ebooks, videos, sound files, programs), the picture becomes even more attractive:
There simply are NO costs for production, packaging, shipping or any kind of handling as everything is electronic AND delivery is simply downloading 24/7.

If you start as an affiliate, you don’t even have to spend time and effort on developing a product, marketing material and managing payments.

Either way, whether you prefer physical or digital products for your Internet business, overheads are not a necessity. They simply evaporate.RiskSetting up a new business is risky, or so they say. Statistics talk about 60% or 80% of new businesses closing down again within 3 to 5 years from start with significant financial loss to the business owner. That’s a pretty high failure rate and makes setting up a new business very risky, especially in times of economic crisis.In a conventional brick and mortar start-up you incur overheads even before you have cash flow, not to mention positive net profit. You have to have stock, staff, premises, insurance, licences, health and safety inspections and whatever else your particular kind of business requires. The risk, apart from your time, is significant financial loss.What is the risk when setting up an Internet business? First of all, as most budding Internet entrepreneurs already either have access to the Internet or own a computer with Internet connection overheads are pretty much negligible. Everything else – domain registration, website hosting, autoresponder – will add about $30 per month.The next risk factor – stock – also disappears. As an affiliate marketer you don’t hold any stock. If you start with drop shipping, your supplier holds the stock and ships it. If you develop your own information product, your fulfilment house will be able to produce and ship on demand. Even if you decide to hold some stock so that you can ship it yourself, the cost will be an initial outlay of a few hundred pounds or dollars. How significant a risk is this, especially when compared to setting up a brick-and-mortar business?Thirdly, what is the risk of not being able to start your business because you are unable to secure a bank loan or find an investor? As you don’t need any capital, this risk simply does not exist.Fourthly, you don’t have to jump in head over heels. You can start slowly, part-time, and build up your Internet business as and when you have the time to do so. Again, this is another benefit that allows you to eliminate any financial risk to yourself and your family.Finally, the most important factor in setting up your Internet business is your willingness to learn how to succeed in this environment. A great deal of information is freely available. Whatever has to be paid for nowadays always comes with a minimum of 30-day money-back guarantee. This means that you can get started and give the system a good run for your money. If you find that it does not live up to expectations, you’ll get your money back. The risk of buying the wrong program is therefore reduced to zero, as simple as that.In summary, as there aren’t any overheads and as there is no risk either, what better business is there to start up than an Internet business, especially in difficult economic times?