Marketing Communication: Strategy, Targeting, and Messaging

Learn how to manage marketing communication strategically using goal setting, audience targeting, and message design to drive awareness, preference, and action. This episode introduces communication as a value-creation process that supports product, price, and brand efforts. It applies the G-STIC framework—goal, strategy, tactics, implementation, control—to define campaign focus and performance benchmarks. The discussion includes strategic vs. tactical targeting and how geotargeting and behavioral data improve reach. It concludes with how to craft persuasive messages by emphasizing product features, pricing, incentives, or brand identity, aligned with campaign objectives.