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Changing Nature of the Global Economy and the Need for Strategic Communication

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The Changing Nature of Global Economy and the Need for Strategic Communication

Business today has become a very big venture and the need for expansion into the global economy is deemed necessary for large company growth. Business’s entering into the global market will need strong communications in order to survive a global economy. The concept of strategic communications will allow a company to expand worldwide with the competency that the correct message is being portrayed. The concept of strategic communications involves understanding the meaning of the strategic communications, the different levels of communications, and the advantages of utilizing strategic communications.
Strategic communications, in short terms, is the utilization of the best avenue to portray the message and concept at hand. The definition version is infusing communications efforts with an agenda and a master plan. Typically, that master plan involves promoting the brand of an organization, urging people to do specific actions, or advocating particular legislation. The topic of strategic communications is important because it increases different avenues of communication, provides a consistent and well coordinated delivery of the message or concept, and overall demonstrates the level of professionalism the company has by following distinct procedures.
A company operating in a global business market has three different levels the producer can take in order for the consumer to recognize their product and finally purchase the product. The three levels contain level 1 – Hope the customer finds you, level 2 – Help influence the customer to your product, and finally level 3 – totally encapsulate the customer into your product and the benefits of purchasing your product. The most optimal level for maximum sales would be level 3 and encapsulating the customer.
In level 1, the producer of a product is basically hoping the customer finds their product. When a consumer needs a product they may look through periodical adds, company catalogs, television/radio adds, or online. Once the consumer finds the product he/she usually ends up buying that product. This communication strategy benefits a company because it is very low cost. Unfortunately as in most cases “you get what you pay for” and the short falls of this strategy is there are no direct customer influence and little to no customer retention.
In level 2, the producer of a product puts forth a little more effort into drawing a customer to their product. Instead of hoping the customer will find the company, the company puts out radio ads, TV advertisements, and media print. Once a consumer thinks of a product he/she needs, they will think about that funny company jingle or maybe even an article they had read. This type of communication is beneficial because you are influencing the buying decision and creating a competitive advantage. The short falls in this system include more spending on advertisement, little to no control over outside influences to the customer, and finally a weak customer retention rate.
Level 3 of the strategic communication process is the top tier of advanced communications. This process totally encapsulates the customer with company products, customer feedback which provides influence and validation, and finally the end sale. Encapsulating the customer has really become essential with the birth of social networking sites such as Facebook, yelp, and twitter. When a company provides a customer with all items in level 2 scenarios along with the addition of a networking customer interface, the surprising affect of “persuading” the customer into a sale is very obtainable. Although this process can be somewhat time consuming and require a lot of resources, some of the benefits from this level of strategic communication include, direct customer influence, strong customer retention, and being on the front end of newer communication avenues.
Any company looking to expand into the global market or even increase sales in the current market should take a serious consideration into strategic communications. Providing the best avenue for the correct message can help influence higher sales and increase profitability.

Works Cited * Article: What is Strategic Communications? http://www.idea.org/blog/2011/03/16/what-is-strategic-communications/ * Video Seminar: Strategic Communications Seminar Ben Grimes, Managing Partner - BRG Strategy Group

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