Research Paper on Effectively Leveraging B2B Marketing Communication to Increase Productivity & Quality

Introduction

Generally, a competent Business-to-Business (B2B) marketing communication needs a proper understanding of the marketing background of the B2B. Globally, continuous technological advancement has led to a dynamic change in the business environment and stiff competition amongst the competing business entities. This progressive change has led them to the adoption of an effective marketing communication strategy that can help in enhancing their productivity, quality of their products, customer satisfaction, and competitive edge of the organizations. The primary reason for this particular paper is to discuss various factors affecting the strategy of marketing communication. Typically, any organization has the capability of developing a program of marketing strategy in spite of its structural size and budget size. Therefore, the key to the effective implementation of the marketing communication program is to ensure incorporation measurements as well as analysis from the initial stage by the management.

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In today's business environment, marketers are compelled to apply several communication strategies to reach potential customers. Always, flourishing business and marketing communication needs the application of several techniques of marketing communications, whereby they can enhance the sharing of distinct information to their targeted audiences. Most often, the primary requirement for the appropriate marketing communication involves the consistency of data and sending it through communication media. Again, emphasize the significance of integration not only for the information during the communication process but also to all the marketing communication parts, as this strategy will help in achieving enormous synergy effects to the organization (Brengman et al. 2001). Overall, the managers should integrate the entire communication activities within the organization since there is a high demand for vast strategic integration of all the activities of the marketing communication, which consists of the coordination and cooperation of several communication techniques. Hence, the main question raised in this particular paper is whether designing, implementing as well as evaluation process of the strategies of the marketing communications, can generally lead to the success of the marketing communication process.

Recently, the B2B marketing process experienced essential improvements, and also because of the constant research on several theoretical as well as the empirical, published journals which administers B2B markets (Bart et al. 2011). Based on the functions as well as the significance of marketing communication within both international and local markets, several authors are determined to investigate the effects of marketing communication in modern businesses. This particular paper tries to explain the impact of varied factors in the marketing communication processes. Additionally, this paper hypothesized that the strategies for marketing communication provided a conducive environment for the success of the Slovenian markets. Regarding this particular context, we investigated several factors of marketing communication based on its strategies as well as the bidirectional communication process. Again, we shall examine how these given factors are related to marketing communication becomes fruitful for the chosen business organizations. Typically, the business organization should have an effective strategy that can help in tracking the effectiveness of the marketing communication that affects what consumers feel, are aware of, believe and what they think of, and ultimately how they behave to a particular product or service, they offer.

By accepting to adopt this strategy, managers will be able to have a piece of prior knowledge on how to put their focus entirely on those predecessors of the complete marketing communication success, which contributes to higher achievements. Finally, we developed and tested the hypothesis, sequentially we presented the results of the study and lastly, we discussed the various implications of the research as well as concluding with the future directions of the investigation. Based on this context, the following are the key factors of marketing communication concerning its strategies as well as bidirectional communications.

Improvements and Past Findings of the Effectiveness of Marketing Communication

Usually, amongst the variables of marketing communication are regarded as a significant aspect of the success of the marketing communication. However, to improve investigation in this particular field research, it is essential to invent or develop the first assumption by defining marketing communication success and other relative strategies of marketing communication.

The Strategy of the Marketing Communication

Typically, integrated marketing communication regarded as the significant outcome of the most coordinated marketing activities, in between the roles of the business entity, as well as the marketing communications' strategies (Finne & Gronroos, 2009). Hence, turn leads to the enhancement of marketing communication. Usually, the marketing communications strategy considers the organization's vision and mission statement, the plan, leading to the increased financial performance of the organization. Again, the marketing strategy of the communication goes in line with the orientation of the market, sharing of a message in the entire organization, as it helps in preparing both the plans and strategies to achieve the mission and vision of the organization.

Findings of the Empirical Study

Concerning the empirical results, the researchers developed questionnaires from the derived theoretical context. Again, they mailed the polls to the 900 directors at the corporate level of most Slovenian business entities. The researchers applied the stratified sampling method of population sampling of most of the Slovenian enterprises. Additionally, the researchers carried out the survey earlier this year for three consecutive weeks, whereby 235 reviews got the response for the analysis (Ewing, 2009). During the study, 30% of the respondents positively cooperated with researchers, 40% of the total respondents regarded as incomplete as most of the participants refused to give detailed data about their companies, while the other 30% did not attempt to answer the questions during the survey.

Findings also indicated that most enterprises got classified depending on the number of employees and the size of the company. According to the survey, we realized that 55% were small business organizations, while 45% were large companies in terms of the employees' number and their structural size as well as the economies of scale. Regarding the different types of industries, 25% were production-oriented, 45% were service-oriented industries, while the other 20% were trade-oriented industries, and lastly, 10% were non-profit organizations.

Conclusion and Further Study

As discussed above, the primary purpose of this particular paper is to give a new approach regarding both theoretical as well as the managerial aspects to designing, implementation, and evaluation process of programs of the marketing communication and its effectiveness in the organization in the dynamic ecosystem. Again, the paper also helped us to argue based on the assumption of how the efficiency of the business entity gets affected by the various factors of marketing communication. Significantly, this particular research study assists us in explaining the effect of marketing communication on the concept of its effectiveness in the business entity. Therefore, concerning the results of the survey, we can conclude that there exists a positive relationship between the strategies of marketing communication and the effectiveness of marketing communication. Moreover, the researchers claim that effective strategies of marketing communication can affect the effectiveness of marketing communication. Lastly, the procedures and results obtained from this study should be relevant approaches for the managers in the marketing communication departments to improve customer satisfaction.

References

Bart, C., Bontis, N., & Taggar, S. (2001): A model of the impact of mission statement on firm performance. Management Decision. Vol.: 39, No.: 1, pp.: 19-35.

Brengman, M., Geuens, M., & De Pelsmacker, P. (2001): The impact of consumer characteristics and campaign-related factors on brand confusion in print advertising. Journal of Marketing Communications. Vol.: 7, pp.:231-243.

Ewing, M. (2009): Integrated marketing, communications measurement, and evaluation. Journal of Marketing Communications. Vol.: 15, Nos.: 2-3, pp.: 103-117.

Finne, A., & Gronroos, C. (2009): Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal of Marketing Communications. Vol.: 15, Nos.: 2-3, pp.: 179-195.