Effective Product Communication Strategies in Modern Marketing

1 Product Communication and Consumer Perception in Modern Marketing Student name Professor name Course code Institute Date

2 1. Introduction Marketing communication is a crucial channel for introducing and promoting goods and services to potential customers in the modern corporate landscape. This technique plays a crucial role in influencing consumers' views and purchasing choices in addition to informing them about a product's existence and features. As emphasized by Lani and Razali (2023), businesses can introduce, educate, and spread news about their goods through efficient communication, ensuring that potential customers are aware of their offerings. The fast digitalization of the current era has also led to an increase in the use of social media platforms by brands to target particular customer groups, like millennials, and raise their product awareness (Zein & Wagiati, 2023). This essay examines the subtleties of marketing material, brand relationships, global vs. local methods, and the role of decolonization in marketing communications in order to understand how a product can be effectively presented to a certain group of consumers. 2. Enhancing Marketing Communication: Digital Integration and Strategic Insights 2.1 Digital Platforms and Social CRM Marketing communication goes beyond only presenting a product's fundamental features. It explores the world in which brands create stories, arouse feelings, and forge bonds with their target audience. While essential, a product's core is frequently enhanced by a wide range of additional characteristics communicated through marketing materials. For instance, the marketing communication strategy of Medan Tribun, as analyzed by Rito (2023), underscores the importance of leveraging digital platforms to disseminate news content across print, online, and social media-based multi-platforms. This approach not only ensures product visibility but also fosters trust among the public. Furthermore, the rise of social customer relationship management (CRM) has revolutionized online marketing communication. As Chatterjee et al. (2023) elucidate, social CRM integrates various social

3 media channels, enabling businesses to gain detailed market insights, enhance customer service, and communicate product information more efficiently. 2.2 The Psychological Influence of Colors on Consumer Behavior Colors are not just mere visual elements; they have profound psychological impacts on consumer perception and subsequent behavior. As highlighted by Jing et al. (2018), colors are regarded as one of the most crucial characteristics of an object. They can evoke specific emotions in consumers, drawing their attention to a product. Within the first 90 seconds of communication, individuals form opinions about a product, with 62 to 90% of the product evaluation being influenced by color preference. Thus, marketers must be aware of the psychological impact of colors and tailor their products or packaging accordingly. 2.3 Risk Communication and Consumer Behavior during Crises The COVID-19 pandemic brought to light the significant impact of risk communication on consumer behavior. An exploratory study by Dones et al. (2023) revealed that risk communication activates perceived psychological risk during crises like the pandemic. Factors such as perceived scarcity and the bandwagon effect play a role in how consumers respond to such communication. This emphasizes the significance of comprehending the larger psychological and sociological elements at play while disseminating information about products, particularly in times of crisis. 2.4 E-commerce and Customer Clustering E-commerce platforms have emerged as the main platforms for product marketing in the modern era. In an article from Reddy et al. (2023), the significance of client clustering in e-commerce is emphasized. Businesses may recognize their most profitable customers and modify their marketing strategy as a result by segmenting their customer base. Customer

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4 clustering is influenced by variables including age, gender, income, and spending rate, emphasizing the necessity of customized marketing communication techniques. Figure 1: Visual Representation of the Integral Components in Marketing Communications Strategy (VectorStock, 2023). 3. Critical Analysis and Application of Marketing Communications 3.1 Beyond Decolonising in the MENA Region The Middle East and North Africa (MENA) region, which touches on issues of empowerment, agency, selfhood, collectivism, and intersectionality, offers a distinctive lens into the literature's limiting hegemonic perspectives. Wood (2022) asserts that it is essential to go beyond the simple process of decolonization and seize the opportunities the area offers. The way companies like Nike have adapted their marketing strategies to appeal to the Arab audience, promoting female empowerment in sports, which was once a taboo subject, is a crucial example. This challenges Western-centric narratives and promotes a more inclusive image, in line with Said's Orientalism philosophy. Nike's "Dream Crazier" campaign, which features female athletes from the Middle East, shatter stereotypes and inspires women to participate in sports, signaling a trend towards more regionalized and empowering marketing messages (Sweeney, 2019).

5 Figure 2: Nike “Dream Crazier” Campaign (Sweeney, 2019). 3.2 Gender Representations in Icelandic Tourism Promotion Iceland, despite its global recognition for championing gender equality, presents a paradox in its tourism promotional strategies. Women are often objectified in promotional materials, a stark contrast to the nation's progressive stance on gender equality. Alessio and Johannsdottir (2011) delve into the role of gender and the portrayal of femininity in tourism marketing. Their findings reveal processes of "othering," traditionally linked with exoticism and race, emphasizing the significant role of gender representations. The study concludes with suggestions on how Icelandic tourism promoters could potentially leverage the nation's gender equality reputation, thereby challenging and possibly undermining hegemonic patriarchal discourses. 3.3 Freedom of Expression and Hate Speech in Marketing The freedom of expression, a cornerstone of modern civilization and a constitutional right, is often misinterpreted and misused. The Chilling Effect theory suggests that strict regulations might suppress free speech, yet Facebook’s oversight board aims to ensure responsible content without stifling expression (Kempner, 2008). Petruhevska (2019) delve into the radicalization of the freedom of expression, especially in the countries of South-

6 Eastern Europe, post the political changes of the late 80s. The study highlights the misuse of media, aggressive political marketing, propaganda, defamation, and hate speech. The research underscores the need for stricter regulations on hate speech crimes to preserve the genuine essence of freedom of expression. 3.4 Interpersonal Communication in Direct Selling In the realm of direct selling, interpersonal communication plays a pivotal role in shaping consumer perceptions and driving sales. Novitasari and Triwadhani (2016) explore the effectiveness of interpersonal communication strategies employed by Tupperware, a renowned direct selling company. Their findings reveal that leaders establish effective interpersonal communications to motivate consultants for selling activities. The study emphasizes the importance of openness, empathy, supportiveness, positiveness, and equality in building effective communication channels. 4. Profit and Purpose: A Triple Bottom Line Approach The Triple Bottom Line (TBL) concept underscores the three pillars of sustainability: social, environmental, and economic. This perspective posits that corporations should extend their focus beyond profits to also account for their societal and environmental ramifications. 4.1 Social Justice in Marketing Social justice in marketing pertains to the equitable representation of diverse societal groups, challenging prevailing stereotypes and advocating for inclusivity. Wijonarko and Woro Astuti, (2022) emphasize the significance of sustainable human manufacturing practices, which not only contribute to social sustainability but also foster job creation and provide essential support to local economies. Such practices align with the interests of diverse stakeholders, ensuring that marketing communications are both inclusive and equitable.

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7 4.2 Ecology and Sustainable Marketing Amid escalating concerns regarding climate change and environmental degradation, sustainable marketing practices have emerged as paramount. Such methodologies ensure that marketing strategies not only resonate with environmental considerations but also foster sustainable consumption patterns. Mili and Loukil (2023) explored the transformative learning applied to the TBL of sustainability for fashion consumers. Their findings indicate that consumers initially possess a limited understanding of sustainability, primarily focusing on its environmental aspect. However, through transformative learning, consumers can perceive sustainability more holistically, balancing the three aspects of sustainability. 4.3 Economic Viability and Profit While profit remains a primary objective for businesses, the TBL approach emphasizes that economic viability should not come at the expense of social and environmental responsibilities. A study focusing on the fruit and vegetable industry in Spain highlighted the importance of embedding sustainability concerns in business models. By innovating strategically in various domains, businesses can improve their value propositions in terms of sustainability targets, ensuring that economic objectives align with broader societal and environmental goals (Mili & Loukil, 2023). 4.4 CSR in the Modern Era In the age of the COVID-19 pandemic, the practice of corporate social responsibility (CSR) has become even more crucial. Companies are now expected to reduce the financial burden on communities, not just through financial contributions but also through sustainable initiatives. Pelindo III, an Indonesian state-owned enterprise, exemplifies this by implementing CSR through a community empowerment program for hydroponic farmers. This initiative not only provides funds for infrastructure but also offers training in administrative, financial management, marketing, and packaging. Such comprehensive CSR

8 programs demonstrate a commitment to the triple bottom line, emphasizing profit, people, and the planet (Chang et al., 2023; Wijonarko & Woro Astuti, 2022). Figure 3: Marketing Communications Mix (Ibrahim et al., 2021). 5. Brand Relationships and Equality in Marketing Communications Brands play a pivotal role in shaping consumer perceptions and values. When brands align with social issues, such as gender equality, racial justice, or environmental sustainability, they not only bolster their reputation but also influence societal norms and values (Dwivedi et al., 2021). The intersection of brand relationships and marketing communications can be a potent instrument for championing equality and challenging hegemonic thought. 5.1 Brands as Advocates for Social Change Brands are increasingly recognized as entities that can drive social change. By aligning their values with societal issues and advocating for change, brands can foster deeper connections with their consumers and stakeholders. Taher et al. (2022) explored the impact of

9 employees' social media advocacy on attitudes toward the brand, emphasizing the mediating role of parasocial relationships. Their findings suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, influences the user’s attitude toward the brand. The significance of sincere and reliable brand advocacy in influencing consumer views is highlighted by this. 5.2 The Role of Marketing Communications in Promoting Equality Marketing communications can either support hegemonic beliefs and prejudices or they can undermine them and advance equality. The impact of marketing communications firms on the growth of activist brands' moral competency was underlined by Rohmanue and Jacobi in 2023. Their study emphasizes the significance of inter-organizational partnerships in developing brands' moral competence and capacity for genuine brand activism. One of the most notable examples of a brand actively promoting equality through marketing communications is Ben & Jerry’s. The company has consistently used its platform to advocate for social justice issues, ranging from climate change and LGBTQ+ rights to racial equality and refugee support. Their “Pecan Resist” campaign, launched in 2018, directly challenged policies and rhetoric that they believed were regressive and discriminatory (Ben & Jerry’s, 2018). This approach aligns with the Stakeholder Theory, which posits that companies should create value for all stakeholders, not just shareholders. Ben & Jerry’s engagement in social activism reflects a commitment to its broader community of stakeholders, including customers, employees, and society at large (Islam, 2022). By doing so, they contribute to the development of moral competence and brand activism, as highlighted by Rohmanue and Jacobi. 5.3 Brands and Social Justice in Sports Sponsorship Sport sponsorship provides a special lens through which to view brand interactions and equality. De Bruijn (2014) looked into social justice and sponsorship in relation to the

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10 UEFA European Football Championship. According to their results, a number of sponsors changed their sponsorship activations to present their brands as supporting diversity and inclusion, highlighting the increased interest in social justice problems in sports and the demand for inclusive marketing approaches in sponsorship agreements. 5.4 Integrated Marketing Communications and Brand Diversity The idea of integrated marketing communications (IMC) has developed throughout time, placing more emphasis on the necessity for brands to communicate consistently and unified across all platforms. Kitchen (2017) focuses on the variety of ad forms and how IMC tactics have recently become more popular. The study emphasizes the significance of revisiting the factual underpinnings of IMC, particularly in the context of brand inclusivity and diversity. In order to promote a more inclusive brand public image that effectively use IMC may make sure that their messaging is in line with the principles of equality and diversity. Figure 4: Diverse Channels of Marketing Communication Distribution (Cohen, 2011).

11 6. Global vs. Local Approaches in Marketing Communications In today's globally connected world, marketers must choose between a globalized strategy to marketing communications and a strategy that is specifically designed to appeal to local or niche audiences. This choice is dependent on a number of elements, including market dynamics, cultural quirks, and customer behavior. 6.1 The Merits of Globalized Marketing Communications As viewed by Coca-Cola's "Share a Coke" campaign ( Coca-Cola Company , 2011), a globalised marketing communications strategy places an emphasis on consistent brand message across geographies, delivering scale economies and a single corporate identity. While effective for using global media channels, this method calls for a careful balance to account for local linguistic, cultural, and regional idiosyncrasies. When local traditions are misused in marketing communications, Li et al. (2020) emphasise the possible reputational consequences for global firms, highlighting the significance of communicating with cultural sensitivity. Coca-Cola's adaption of their advertising to local contexts, such as employing well-known nicknames in China, is an excellent example of how local relevance and global consistency may coexist. 6.2 The Significance of Localized Marketing Strategies Marketing plans that are segmented or locally focused are made to address the unique requirements and tastes of regional audiences. Marketers may develop ads that have a deeper emotional connection with their target audience by studying local cultures, traditions, and consumer behaviors. By highlighting the significance of cross-cultural as well as multimodal translation in the setting of football clubs' websites, Afarinasadi (2021) investigated the philosophy and practice of website localization. This study emphasizes how important precise and culturally sensitive translation is in establishing brand profiles and priorities for identification and outreach.

12 7. Decolonization in Marketing Dynamics Decolonization is a process of transformation that aims to confront and eliminate colonial ideology and practices that have historically shaped marketing tactics and narratives in the field of marketing communications (Tavernaro-Haidarian, 2019). This approach aims to make a more accessible and equitable future for all parties concerned, not merely to right historical wrongs. Colonial attitudes have historically influenced marketing narratives, which has resulted in the marginalization and inaccurate portrayal of particular groups, cultures, and histories. Examples of these influences include the exoticization of non-Western civilizations in fashion advertising or the representation of indigenous cultures in tourism advertisements. These narratives must be critically analyzed and reframed in order to be inclusive of all points of view in order to be decolonized. In order to provide more inclusive communications, a holistic education that fosters critical thinking as well as challenges dominant narratives is essential, according to a study by Mayo (2016). Decolonization in marketing communications is tied to equality and confronting hegemony. Marketers may improve diversity representation by questioning colonial narratives and preconceptions. Petruhevska (2019) warns that unmanaged free speech might perpetuate negative stereotypes. They call for stricter hate speech laws and more inclusive narratives. For marketers, decolonization is pragmatic. Continuous learning, introspection, and adaptation are needed. This requires investing in cultural competency learning, and being open to feedback. Novitasari and Triwadhani (2016) found that managers and consultants need to communicate openly, empathically, and equally to succeed in Tupperware's marketing efforts. To reach a varied audience and promote inclusivity and respect, such ideas can be applied to marketing. 8. Conclusion Technology, customer expectations, and cultural change hamper marketing communications. We're learning that product communication is more than advertising—it's about creating a

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13 compelling narrative that resonates with the target audience. This narrative influences consumer behaviour due to brand linkages, local and global advertising, and decolonisation. Clients today are discerning and global. Consumers value brand authenticity, suitability, and links. Marketers must forsake old ideas and diversify their approach. A profit, sustainability, and social justice plan. A transformative decolonization. Marketers can promote inclusive, differentiated, and equitable messaging by rejecting colonial concepts. Consumer engagement and brand reputation improve. Successful marketers are adaptable, imaginative, and socially sensitive. Marketing communications' future depends on inclusivity, sustainability, and diversity.

14 References Afarinasadi, F. (2021). Inter in Iran: Theory and Practice of Web Site Localization [Thesis, Open Access Te Herenga Waka-Victoria University of Wellington]. https://doi.org/10.26686/wgtn.16586492.v1 Alessio, D., & Johannsdottir, A. (2011). Geysers and ‘girls’: Gender, power and colonialism in Icelandic tourist imagery. European Journal of Womens Studies - EUR J WOMENS STUD, 18, 35–50. https://doi.org/10.1177/1350506810386430 Chang, H. J. (Julie), Rakib, N., & Min, J. (2023). An Exploration of Transformative Learning Applied to the Triple Bottom Line of Sustainability for Fashion Consumers. Sustainability, 15(12), Article 12. https://doi.org/10.3390/su15129300 Chatterjee, S., Chaudhuri, R., Vrontis, D., & Thrassou, A. (2023). Examining the role of social CRM capability in online marketing communication. Journal of Marketing Communications, 29(2), 118–136. https://doi.org/10.1080/13527266.2022.2154064 Cohen, H. (2011, February 5). Where’s Your Marketing Communication? [Chart]. Heidi Cohen. https://heidicohen.com/marketing-communication-chart/ de Bruijn, A. (2014). Commentary on O’Brien et al. (2014): Refuting arguments against a ban on alcohol sport sponsorship. Addiction, 109(10), 1655–1656. https://doi.org/10.1111/add.12657 Dones, V., Flecha-Ortiz, J., Santos-Corrada, M., & Lopez, E. (2023). Do not run out of toilet paper! The risk communication on perceived risk on consumer behavior during the crisis COVID-19. International Journal of Pharmaceutical and Healthcare Marketing, 17(3), 380–404. https://doi.org/10.1108/IJPHM-07-2021-0074 Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the

15 future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168 Home | Ben & Jerry’s. (2018). Https://Www.Benjerry.Com. https://www.benjerry.com/ Ibrahim, F., Khamise, Zeinab, & Said, S. (2021, February 17). Using Advertising strategies to increase the awareness for Egyptian Knowledge Bank (EKB) as a nonprofit organization. Islam, H. (2022). Two Essays on the Effects of CEO Social Activism [Old Dominion University Libraries]. https://doi.org/10.25777/N7B3-V039 Jing, H., Zhengrong, W., Dechun, Y., & Hongliang, L. (2018). Color Marketing Research: Review and Prospects. Foreign Economics & Management, 40(10), Article 10. https://doi.org/10.16538/j.cnki.fem.2018.10.004 Kempner, J. (2008). The Chilling Effect: How Do Researchers React to Controversy? PLOS Medicine, 5(11), e222. https://doi.org/10.1371/journal.pmed.0050222 Kitchen, P. J. (2017). The diversity of advertising formats and the need to revisit the empirical bases of IMC. Journal of Marketing Communications, 23(4), 329–330. https://doi.org/10.1080/13527266.2017.1315898 Lani, O. P., & Razali, G. (2023). Strengthening Marketing Communication in Socializing to SMEs in Pekanbaru City. MARAWA: Jurnal Masyarakat Religius Dan Berwawasan, 2(1), Article 1. https://doi.org/10.31958/mrw.v2i1.10375 Li, D., Kreuzbauer, R., Chiu, C., & Keh, H. T. (2020). Culturally Polite Communication: Enhancing the Effectiveness of the Localization Strategy. Journal of Cross-Cultural Psychology, 51(1), 49–69. https://doi.org/10.1177/0022022119893464 Mayo, P. (2016). In defense of a liberal education. International Review of Education, 62(2), 243–245. https://doi.org/10.1007/s11159-016-9532-2

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16 Mili, S., & Loukil, T. (2023). Enhancing Sustainability with the Triple-Layered Business Model Canvas: Insights from the Fruit and Vegetable Industry in Spain. Sustainability, 15(8), Article 8. https://doi.org/10.3390/su15086501 Novitasari, R. N., & Triwadhani, I. J. (2016). INTERPERSONAL COMMUNICATION BETWEEN MANAGERS AND TUPPERWARE MARKETING AGENT TEAM CONSULTANTS. Prosiding Manajemen Komunikasi, 0, Article 0. https://doi.org/10.29313/.v0i0.3810 Petruhevska, T. (2019). EUROPEAN LEGAL MECHANISMS OF FREEDOM OF EXPRESSION AND WHY HATE OF SPEECH CRIMES SHOULD BE PUNISHED MORE RIGOROUSLY. JUSTICIA – International Journal of Legal Sciences, 7(11), 115–126. Reddy, C. S., Deepak Rao, N. S. K., Sisir, A., Srinivasa Raju, V. S., & Aravinth, S. S. (2023). A Comparative Survey on K-Means and Hierarchical Clustering in E-Commerce Systems. 2023 International Conference on Intelligent Data Communication Technologies and Internet of Things (IDCIoT), 805–811. https://doi.org/10.1109/IDCIoT56793.2023.10053472 Rito, Z. (2023). Tribun Medan’s Marketing Communication Strategy in Facing Media Business Competition in the Digital Age. Persepsi: Communication Journal, 6(1), Article 1. https://doi.org/10.30596/persepsi.v6i1.14792 Rohmanue, A., & Jacobi, E. S. (2023). The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It.’ Journal of Brand Management. https://doi.org/10.1057/s41262-023-00340-x

17 Sweeney, E. (2019). Nike’s “Dream Crazier” spot with Serena Williams celebrates female athletes. Marketing Dive. https://www.marketingdive.com/news/nikes-dream-crazier- spot-with-serena-williams-celebrates-female-athletes/549146/ Taher, S., Chan, T. J., Zolkepli, I., & Sharipudin, M.-N. (2022). Mediating Role of Parasocial Relationships on Social Media Influencers’ Reputation Signals and Purchase Intention of Beauty Products. 24, 45–66. https://doi.org/10.21018/rjcpr.2022.3.348 Tavernaro-Haidarian, L. (2019). Decolonization and development: Reimagining key concepts in education. Research in Education, 103(1), 19–33. https://doi.org/10.1177/0034523719839750 VectorStock. (2023). Diagram marketing communications mix for business and marketing vector illustration Stock Vector Image & Art—Alamy. https://www.alamy.com/diagram-marketing-communications-mix-for-business-and- marketing-vector-illustration-image360822676.html What was the ‘Share a Coke’ campaign? | Coca-Cola Australia. (2011). https://www.coca- colacompany.com/au/faqs/what-was-the-share-a-coke-campaign Wijonarko, G., & Woro Astuti, S. J. (2022). Implementation of corporate social responsibility based on the triple bottom line concept in the era of Covid 19 pandemic. JPPI (Jurnal Penelitian Pendidikan Indonesia), 8(2), 406. https://doi.org/10.29210/020221513 Wood, B. (2022). Beyond Decolonising – Some Thoughts on the Future of Marketing/Marketing Research In the Gulf/ME/NA Region. Arab Economic and Business Journal, 14(1), 8–16. https://doi.org/10.38039/2214-4625.1005 Zein, D., & Wagiati. (2023). The Effect of Marketing Communication Strategies Through Celebgrams on Perceptions of the Product among Indonesian Millennials. Jurnal Komunikasi, 15(1), Article 1. https://doi.org/10.24912/jk.v15i1.22224

18 Appendix Digital Marketing Ecosystem to Beat the Competition The Digital Marketing Landscape and Ecosystem

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19 Marketing Communication Channel Effectiveness in Building Brand Relationships Influence on Consumer Behavior Digital Platforms & Social Media High High Content Marketing & Storytelling High Medium Influencer Marketing Medium High Email Marketing Low Low Event Marketing & Sponsorships High Medium CSR Initiatives Medium High Direct Selling & Personal Selling Low Medium Traditional Advertising (TV, Print, Radio) Medium Low Effectiveness of Marketing Communication Channels for Adidas (self-made)  Digital Platforms & Social Media : Adidas has a strong presence on digital platforms and social media, which helps in building robust brand relationships and significantly influences consumer behavior.  Content Marketing & Storytelling : The brand effectively uses storytelling in its marketing communications, creating emotional connections with the audience.  Influencer Marketing : Collaborations with athletes and celebrities enhance brand visibility and influence consumer preferences.  Email Marketing : While it helps in maintaining communication with existing customers, its impact is relatively lower compared to other channels.

20  Event Marketing & Sponsorships : Sponsorship of sports events and athletes strengthens the brand's association with sports and fitness.  CSR Initiatives : Initiatives related to sustainability and social justice resonate with consumers, enhancing brand reputation.  Direct Selling & Personal Selling : This channel is less prevalent for Adidas but can be effective in specific contexts.  Traditional Advertising : While still used, its impact is diminishing in the digital age.

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