Marketing communications is a term lifted from the fields of business and advertising, but what does it really mean? Is it just another buzz word? Or could there be an idea behind that deeper and more critical than is immediately apparent?
In this blog article we will examine what people think marketing communications (often known as “marcom”) actually is, look at its basic components and show you why it is so indispensable today, in our increasingly digitalized world of business.
By the end of this blog post, you will have a clear understanding of just what marketing communications is, its main components, and how businesses are using it to communicate effectively with target audiences.
What Is Marketing Communications?
At its core, marketing communications is often considered an alternative term for promotionally oriented communications in business or as an abbreviation of integrated marketing communication (IMC). It denotes the totality of actions taken by a company to inform its customers and prospects about its products, services or brand. Learn more about marketing communication channels here.
Put simply, marketing communications is the “face” of a business. In this case, that means: how a company communicates itself to its audience — what it stands for and who they are. But most important, it says why their products and services should be of interest. Businesses employ a variety of channels and tools, from social media campaigns to old-fashioned radio adverts, to elaborate on this theme and convey this message. But it all comes back to one aim — to connect with the target audience in a meaningful way.
Why Marketing Communications Is Integral to IMC
Nowadays, marketing communications seems to go together with — or rather be an alternative expression of — integrated marketing communication (IMC). IMC stresses consistent, unified branding and messaging across all the marketing media used.
For instance, suppose a company puts out a product. The marketing communications strategy polishes the TV commercial content, ensures that the paid Facebook ad resonates with this audience, confirms that the message in email newsletters is consistent with other communications and coincides in timing as well. At the same time all four booths hired for an expo selling some new line of kitchen equipment must feature exactly the same level of detail about what product they sell in order not to confuse customers who come out shopping later tonight.
Key Elements of Marketing Communications
Marketing communications is the centerpiece of exchange processes – without it, there would be no groceries to deliver food ASMs, and hence products available for sale. Yet salespeople need to contact each firm just once in order for business start fairly smoothly. A joint venture collects many orders at one time from the order RECEIVED system for handling error checking.
Marketing Communications as a Vital Term For Promotional Strategies or IMC
In understanding why marketing communications can be said to be a vital term for promotional strategies or integrated marketing communications (IMC), you must take apart this term and look at its individual components.
Advertising
This is a big area of marketing communications. It involves things like paid endeavors such as TV commercials, online display ads, radio segments, or sponsorship deals to affect the target market.
Examples of Advertising in Marcom
Coca-Cola’s “Holidays are Coming” TV ad These tie the product to a sense of joy and warmth, making it synonymous with winter’s good times.
Public Relations (PR)
Public relations creates and maintains a brand’s image by cultivating a positive public relations. Activities include press releases, media contacts and event sponsorships so as to project its values, mission and progress points on behalf of the brand.
Examples of PR in Marcom
When a new high-tech company has just launched an earth-shaking product and succeeds in getting coverage either in industry blogs or tech magazines, such acts of public relations help to uphold the company’s credibility.
Sales Promotion
These are short-term drives to get consumers to purchase. The sales promotions are always aimed at motivating buyers to purchase. A variety of means are commonly used as tools, including discounts, coupons and limited time offers for this part of marketing communications.
Case Study: Marcon Sales Promotional Activities
While all e-commerce giants promote special offers during campaigning time, most only entice customers to purchase once this special offer is announced. Amazon, on the other hand, runs lightning deals from Prime Day campaigns for a few hours.
Direct Marketing
Direct marketing includes communicating directly with your customers in a personal manner such as Email newsletters, SMS campaigns and targeted online advertising.
Case Study: Direct Marketing in Marcom
A clothing fashion retailer like ASOS might e-mail you a personalized style recommendation for items that are based upon your browsing habits.
Content Marketing
Content marketing is all about making interesting, informative or inspiring content that will involve your audience naturally.
Case Study: Content Marketing in Marcom
A customer relationship management company like HubSpot may well italicize its high-value blog posts and e-books in order to attract potential software users.
Social Media Marketing
Social media marketing makes use of platforms such as LinkedIn, Instagram, Facebook, TikTok and Twitter to reach and engage an audience.
Case Study: Social Media Marketing in Marcom
GymShark uses such platforms as Instagram to transmit user engagement, while modeling its fitness-expert partnerships and conveying high credibility.
Personal Selling
Personal selling is about live interaction with buyers – typically carried out in the case of B2B sales and high-cost purchases.
Case Study: Personal Selling in Marcom
Car dealership shops achieve a degree of personal selling by allowing visitors to roads. The car dealer who does well in this department will be driving you around town at top speed, while answering any questions you have face to face.
The Role of Modern Technology in Marketing Communications
With AI-powered customer segmentation, real-time analytics and automated tools, businesses can now tailor their marketing communication strategies to fit specific customer needs like never before.
Why IMC Matters More Than Ever (and Marketing Communications)
Promotion is the process of establishing trust, creating brand ambassadors who will spread your message out among their friends and associates.
How to Improve Your Marketing Communications Strategy
- Get to Know Your Audience
- Keep Messaging Consistent
- Utilize Data Analytics to Adjust Strategy
- Make Sure Every Communication Starts with a Benefit
- Stay Current with Where Your Audience’s Attention Is
Conclusion
Marketing communications is an essential part of a company’s promotional strategy. It’s just a different name to cover all the tools used to reach an audience and establish a lasting relationship.
