Current IT field related information

04 Apr 10 3Cs of Marketing Communication

Communication, in a nutshell, is the process of transferring information from the sender to the receiver. This definition applies to the field of marketing communication as well. For a communication to be effective, it needs to follow some principles, which I call 3 Cs of communication. In this blog post, I will discuss about these in context of marketing communication.


What is being said is the most important factor in communication. This is the first thing you need to decide. You need to figure out what you want to convey to your audience. Is it the product benefit, or is it brand camaraderie? Before making any attempt to communicate, you should decide what you want to convey.


No one likes a 1000-page epic, not even you-particularly in the context of marketing message. The longer your message is the slimmer is its chance of making any impact on the receiver. You should not use even a single useless word in your marketing communication. It does not only push the audience away, but it also costs more—after all, every word takes more media space.


This is paramount. Clarity is very, very important. No matter how concise and clearly defined your content is, if it is not clear, it will not be understood. You need to do a test run of every communication campaign, before releasing it for the entire population. Nothing could be more harmful for your brand then misunderstood message.

Marketing communication is an attempt to inform the brand’s target audience about the feature, attributes, and benefits, etc., of the brand, and the more closer it will be to the 3Cs described above, the better it will be for the overall health of the brand.

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26 Jan 10 Using Google Adwords To Drive Traffic

Using Google Adwords to drive traffic to your website is a great idea.  But there are also a lot of pitfalls that can harm your campaign, and cause all of your efforts to fail.  Using Adwords is somewhat a fine tuned science.  Google Adwords allows you to pay a nominal fee via Google’s service, for every time a webpage reader clicks on your advertisement.  Your ads will go on corresponding pages that relate to your content, based upon which keywords you choose.  The main thing to understand about Adwords is that you want to carefully target your campaign, otherwise you run the risk of paying for clicks that aren’t worth the money.

-Using too many keywords is one of the number one mistakes that many Adwords users make.  You want to stay away from generic keywords, and stick only to keywords that directly pertain to your ad.  Otherwise you’ll have a lot of clicks from readers that were misled, that don’t amount to anything.

-Remember to use your relevant keywords in your ad title and description.  A big mistake is forgetting to do this, and then you have an ad that doesn’t seem to pertain to what a reader is currently surfing.  The whole point of Adwords is to hitch onto keywords on other sites for your ads.  Leaving those keywords out means that your ad is less likely to be noticed.

-Walk that fine line between clarity and keyword density.  Your keyword should be prevalent so that any searchers have no trouble running into your ad, but don’t overload your statements so that the keyword is senselessly repeated too many times.

-Always track your results, if one keyword set up isn’t working switch to a different one.  There’s no sense in continuing a campaign that hasn’t been fruitful.  That’s just beating a dead horse.  Instead, try different things if you’re not seeing the results you want.

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