Scrutinizing the impact of fruitful interaction between businesses and their current or prospected clients, it is appropriate to stress that marketing communication is a two-way process. Specifically, customers communicate their needs and preferences to businesses; meanwhile, companies communicate their capability to satisfy the corresponding demand. Given this interconnection, one can rightfully deduce that constructing efficient approaches that are aimed at satisfying the clients and using proper ways of self-representation is critically important for maintaining sustainability. In short, the above-mentioned goals can be stated in a few words: good quality of products and services and proper advertisement. This paper will explore and discuss the ways that serve to improve marketing communication.
First and foremost, it is necessary to point out that the aim of marketing communication is to save customers\' loyalty and expand client base. To succeed with this purpose, companies begin planning their business performance with detecting the customers\' needs and their plausible responses to certain marketing strategies. This activity is called market segmentation. It helps to form the proper proposition, improve the level of services, and use the most effective ways to communicate firm\'s capacity to meet the demand of concrete segments. It is the first step towards developing fruitful marketing communication with clients.
Thereafter, a company is supposed to implement a marketing program known as marketing mix or the 4 Ps, which are product, price, promotion, and place. These are four ways or tools through which communication with customers is conducted. Therefore, the improvement of these aspects results in the enhancement of quality of products and services, which serves the initial purpose to expand the client base. Furthermore, the 4 Ps contribute to labelling or, in other words, developing a brand. Undoubtedly, positive and easily-recognizable brand image is a strong tool of communication with customers. Besides, marketing mix is used to construct an advantageous strategy of a company. For instance, a business may choose sticking to an advantageous low-price or differentiation strategy. In any case, the decision is made in accordance with customers\' message that is obtained at the stage of segmentation.
In addition, the today\'s businesses actively deploy the global net while conducting marketing communication. For example, the use of social media facilitates marketing segmentation and implementation of the marketing mix. Moreover, it allows reaching more clients within shorter period of time without considerable inputs. Besides, it creates better possibilities for customers\' feedback, which functions to strengthen the communication between companies and their clients. Furthermore, the development of e-commerce and, consequently, e-marketing communication, facilitates customers\' interaction with each other. A company\'s cyber presence helps to create the online communities. As a result, it becomes easier to study the needs and potential responses of various marketing segments, which contributes to appropriate improvements in quality of proposed products and services.
Summing up the above-mentioned, one should emphasize that successful marketing communication is crucial because it assists in gaining customers\' loyalty, and, thus, contributes to the expansion of client base. Given this peculiarity, it is appropriate to state that adequate marketing communication is a necessary component that increases company\'s competitiveness and assures its sustainability. To ensure proper communication with customers, a company should apply market segmentation and, thereafter, it should use the marketing mix as an approach towards building an advantageous strategy. Besides, considering the immense role of the Internet in the life of a modern individual, marketing communication can be significantly improved by strengthening company\'s cyber presence. These approaches serve to construct fruitful and mutually beneficial communication with customers, which is expected to result in company\'s prosperity.
