Marketing communication

What is marketing communication?

Marketing communication, often referred to as marcomm, means the process through which a business is able to interact with its consumer base or the general populace. There are several reasons a business would want or need to have a message sent out to their audience, and marketing communication is the means through which this is achieved. Marketing communication is commonly used as a means of raising consumer awareness of a brand. There are many ways a business will send information to its target audience, and these are called marketing communication tools.

What are the tools of marketing communication?

These are the various ways through which a company can relay specific information to their target audience. The most popular of these are:

Advertising: These are presentations made to the public with the aim of spreading and maintaining awareness of a product, service, or a company. These are carried out through billboards, newspapers, radio, TV, webpages, and via other media. In terms of effectiveness and popularity, this is the leading marketing communication tool.

Sales Promotion: These are means of informing audiences of new and special reasons to purchase a product or service. Most often, this will directly involve offers of some kind to encourage customers to make purchases.

Direct Marketing: This is a means through which a company directly interacts with its end users. These are messages sent to them directly without the use of an intermediary. This is done via text messages, emails, and the like.

Personal Selling: This is an effective tool used by businesses to achieve sales. It involves a business directly communicating with its consumers to discuss their consideration of the product or service on offer.

Other marketing communication tools include direct communication, public relations, and sponsorships.

What is marketing communication for?

There are various reasons a business would need to communicate with the public. However, it should be noted that businesses rarely impart information for a single one of these reasons, rather they do it to achieve as many of these as they can.

To create awareness: In this case, businesses are trying to attract the attention of the general public to a particular subject. This is one of the more commonly seen reasons for marketing communication. It is the primary aim in most advertisements and is evident in other marketing acts such as sponsorships, public relations, and most company events. By creating awareness, businesses make it more likely that consumers will buy their product and support their brand.

To make a sale: Sales are the lifeblood of nearly every business, without them it is incredibly difficult to make an income and stay afloat. As such, it is incredibly important that a business focus some of their efforts on informing potential consumers of the existence and necessity of their product.

To share knowledge: It often occurs that a business will need to share information about a product to its consumers. This form of information includes offers, instructions, warnings, and is typically meant to be helpful.

Stimulate desire: The objective of many forms of marketing communication is often more than just awareness, but also to create a desire as well. This is often seen in the advertisements of food products, most of which are designed to stimulate a craving.

Project an image: A company’s public image is often as important to its success as its actual product, and so they will often release media to ensure they are portrayed in the most attractive light.

What is the importance of marketing communication?

Marketing communication enables businesses to inform and attract audience members on various subjects. These will often have an impact on how the business is seen, the sales of their products or service, the loyalty of their customers and the general way they are viewed by society. Without a means of interacting with their audience, businesses will find it difficult to thrive.

What are the types of communication performed in marketing communication?

The four most common types of marketing communication are:

One to Many: This is communication that originates from a business and is aimed at reaching multiple audiences.

One to One: This is a more personal approach undertaken by many businesses, it entails reaching a single target.

Many to One: This occurs when audiences communicate to businesses, often as a response to a communication or activity by the business.

Many to Many: These are situations when multiple businesses and audience members are involved in communication.

What are the barriers to marketing communication?

As with most endeavours, there are certain obstacles that prevent effective communication. These will limit its effectiveness or stifle it altogether. The most common barriers faced by businesses during communication are inadequate channels, ineffective messages, consumer apathy, brand parity, and noise and clutter.

Who is marketing communication aimed at?

Marketing communication is usually done with a specific target in mind. This target audience might be an already established consumer base, potential customers, or the general public. The target is often defined by the content of the communication.

Is branding a form of marketing communication?

Branding is a means through which a business represents itself to the public. This brand might refer to the company themselves or their product. Through the brand, users are informed on the specific details it has decided to share. It is a form of both verbal and visual communication, as it is meant to pass on specific messages.

What is guerrilla marketing?

This is a non-traditional marketing strategy that aims to reach audiences using unconventional means. In this case, marketing does away with regular marketing strategies and opts for original ideas, which is often meant to be the main attraction of the strategy.

What is marketing communication media?

Marketing communication can be carried out using most common forms of media including television, radio, print media, and the internet. These types of media and their various platforms all adequately carry messages from businesses to their intended audiences.