What is Marketing Communication?​

Marketing communication (MarCom) is a central and dynamic aspect of marketing activities within a business. Defined broadly, MarCom can be defined as all the communications and media you are distributing to connect with the business. Marketing activities cover internet marketing, ads, advertisements, pricing, advertisement, lobbying, and promotion. The method allows the general population to identify or recognize a company. This is done by incorporating their ideas and creations, in product development and promotion of the brand. Successful branding involves reaching consumers that trust the communication campaign of the company. There are many ways a business will send information to its target audience, and these are called marketing communication tools.

What’s the History behind Marketing Communication?

The drive to reinvent marketing communications arose from a variety of developments in the marketplace that became gradually evident in the mid to late 1980s. The media was proliferating and converging in the same period, the markets were fragmenting and several forms of discourse were developing. Although the various marketing fields, few advertisement firms offered a complete range of services. Companies relied on a variety of service providers for advertising assistance, public relations, branding, packaging, sales promotion, event organizers, and other promotional activities. Each of these communications disciplines was treated as a “silo;” with little thought given to the synergies between them, resulting in the involvement of many stakeholders in presenting the company’s external image throughout a campaign’s breadth and length. Both practitioners and theorists recognized in that environment the potential for confusing or inconsistent brand images to develop across media and different disciplines of communication.

Marketing Communication Evolution​

By the late 1980s, the importance of delivering a straightforward, concise, and cohesive message in both internal and external correspondence was abundantly evident. In 1993 the first textbook devoted to Integrated Marketing Communication (IMC) was written by Don Schultz and his team. Their work, simply entitled “Integrated Marketing Communications” described IMC as a completely new way to look at marketing communications as a whole, rather than looking at each of the parts individually. And, in the same year, Northwestern University’s Medill School changed its curriculum to include a focus on this new idea of integrated marketing communications instead of the traditional program that had emphasized advertising.

IMC originated as an academic organization and has been known as the number one advertisement initiative for many decades. After the mid-1990s, nearly every textbook on the topic of strategic relations has provided a holistic approach or included chapters on IMC in new versions of traditional works. Collectively, these books concentrate on the preparation mechanisms of IMC and this reflects the IMC processes.

What Are the Tools of Marketing Communication?

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


 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.

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 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?

Email services are one of the fastest ways to reach many people and convince them to do business with you. This marketing method is not yet fully tapped into and it holds a lot of promise. It also doesn’t require potential customers to make the first move. Instead, you can communicate with them through a closer medium. This way you build trust with your audience through credible correspondence.

What Does Marketing Communications Strategy Mean?

The marketing strategy is the technique a business or person utilizes to meet their target audience utilizing different communication styles. It contains your message (what to say), the platform (where to express it), and the target (whom your message reaches). There’s no need to bother about this, book a session with us today to find out how to go about this.

Steps to Create Effective Marketing Communications

Know your audience: With a detailed knowledge of your audience, all positive marketing strategies will be sustained. Start by evaluating the current customers and why they have selected your goods or services. 

Be authentic: People want authentic communication. They want to know there is a human being behind the brand. Be flexible and spontaneous, and be perfect in planning your brand voice.

Communication: Share the idea via different outlets but retain your unique message. It is where continuity is the secret, the message is the company’s voice which can be shared through all platforms.

Gain perspective: Take the time to build or upgrade the business trends and target customer demographics for your company’s S. W. O. T. can change constantly. Your company needs to understand, adapt, and develop those dynamics. 

Select your marketing combination: There are more opportunities to connect than ever before with all the new developments in internet marketing. Each brand and business is special and there is no common marketing formula that works for everybody. The trick is to consider the choices and choose a media combination that fits the consumer, budget, and communications strategy objectives.

Establish Marcom Success Measures (Metrics): No matter what media and message, make sure your communications are measurable. Put in place processes to monitor your progress and tie this data along with revenue indicators to provide a good understanding of what functions and what doesn’t.

Consistency: A marketing program is implemented in a timely fashion (most 12 to 18 months) and not recreated for any transition of management. 

Most Common Types Of Marketing Communication

One to Many

This is communication that originates from a business and is aimed at reaching multiple audiences.

One on 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 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.

What is a Marketing Message?

It really depends on your particular subscribers and how they have been relating with your messages. Sending something once a month will get you properly acquainted with your list. Two to three times a month is ideal. It gets you the right results while making sure you don’t become a nuisance. You can always push up this number depending on how your subscribers respond.

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 Tips Are There to Achieve Effective Marketing Communications?

Persuasive Message: Various consumers have specific criteria and expectations; thus, customizing the convincing messaging appropriately is highly necessary.

Style: any contact channel (such as a newspaper, magazine, web internet, TV, or brochure) has its design and requirements. Prepare appropriate communication and craft them accordingly.

Feedback: There’s a need to receive input from the audience. It greatly strengthens marketing communications and ensures that the customers are satisfied.