Marketing Communication (MarCom)

Let’s try to understand the fundamental concept; the word marketing is obtained from the Latin word Mercatus means marketplace. Marketing is a way of publicity, sale, and distribution of products or services. On the other hand, communication means conveying and interchanging ideas, information, feelings, or thoughts. You can communicate through speech, writing, gestures, body language, and expressions. It may consist of technical means like emails, phone calls, video calls, etc. But the question is which one is an effective way to communicate?

Effective communication means the receiver understands the message easily. The message can be oral, textual, or visual. It plays an important role in personal relations, business relationships, educational institutes, and other fields.

To begin with, let’s have a deep look at marketing and communication.

Communication is a very important element of interaction. It is directly involved in the development of businesses and companies. Formerly, there are two types of communication:

1. Verbal Communication
2. Nonverbal Communication

If you communicate through your spoken or written words, it is called Verbal Communication.

In Non-verbal communication, your behaviors, voice tones, gestures, expressions, and body language are the ways to communicate.

Parts of Communication

Sender: A person or entity who decodes or conveys a message.

• Message: The idea, information, and emotion being conveyed or delivered.
• Channel: The source that a sender uses to convey a message.
• Receiver: Person or entity and a group cause of decoding.
• Feedback: The reaction of the receiver. It completes the process of communication.

Furthermore, communication follows this cycle to achieve the goals. This cycle may be affected by several variables such as noise, language, culture, and emotions.

Moreover, the purpose of communication is to share information, ideas, thoughts, facts, news, and emotions. It plays a crucial role in the building of human relationships and problem-solving.

As we already discussed, the purpose of marketing is to showcase the products or services to the customers for commercial purposes. In this article, we will try to understand a good marketing approach.

What is Marketing Communication?

Marketing Communication is very easy to understand. It is a way to communicate with consumers to market the products. In simple words, your communication with your target audience for marketing purposes is called marketing communication. A short form of marketing communication is “marcom’. The purpose of marketing communication is to connect with the target audience and deliver a message about a product. It drives action such as making purchases. Marketing communication involves direct marketing, social media marketing, sales promotions, advertising, event marketing, and content marketing.

Marketing communication is how companies talk with customers. It’s about sharing relevant messages with the target audience in the form of ads, emails, social media posts, blog posts, YouTube videos, etc. Marketing communication is like a conversation in a meaningful way for both businesses and customers.

Important key points of Marketing Communication

1- Research

It is the base of marketing strategies. In this way, companies or brands collect data about customers, and competitors and then analyze it. It helps the companies to understand the customers, their needs, demands, and behaviors. Research in marketing plays a crucial role.

Research helps to refine and optimize communication channels and marketing strategies.

Key Points of Marketing Research

Audience Understanding: Good research helps businesses to understand their audience at a deeper level. Audience research helps marketers to tailor their marketing strategies to resonate more effectively with the audience. 

Strategy Development: By collecting various research parameters, marketers become able to develop a compelling message. A compelling message speaks the same according to the target audience. 

Channel Selection: In marketing, a valid and relevant platform is necessary for good marketing. Research helps to select the most appropriate communication channel. Whether, it is content marketing, email marketing, or social media marketing.

Competitive Analysis: Authentic and good research helps to analyze competitors’ marketing strategies. By understanding the competitors’ marketing strategies you can adjust your marketing communication strategies well.

2- Customer Relations

The success of a brand depends on its relation states with its customers. Good marketing ensures reliable and long-term relationships with customers. Customer relations are about customers feeling. Make sure that your customers feel valued and understood.

A good Content marketing strategy can help you in relationship building. Your conversation through your content should be friendly and related to consumers. Trust is important here; because your marketing efforts are based on trust factor. Make sure your communication with customers makes them relaxed, and they can feel your content reliability. Moreover, providing value through your communication is also crucial to building strong customer relations.

Key points of customer relations

• Personalization
• Listening and responding
• Building trust
• Providing value
• Handling feedback effectively
• Long-term relationship focus
• Transparency

3- Call to Action (CTA)

CTA in marketing communication is an instruction that encourages the audience to take some action. A call to action is like a prompt that asks customers for some specific task to perform. CTA is a part of the marketing message that tells what step is next. Calls to action are an essential part to engage audience. 

Make sure your CTAs are concise, clear, and engaging because they often create a sense of mandatory actions.

Key Points of CTAs

• Clarity
• Action-verb
• Sense of urgency
• Visibility
• Consistency
• Relevance to audience

Ways of marketing communication involve

• Digital Media
• Public Relationships
• Advertisement
• Communication

Note: Each way of marketing communication has its role and benefits.

In short, the purpose of marketing is to reach the target audience and try to sell the products or services. However, communication deals, with how to convey a message and in what format. Communication provides information about the brand whereas marketing does the work of advertisement.

Types of Marketing Communication

Let’s understand one by one

Direct Communication

It involves direct messaging to the target audience through different platforms like email, telegram, and text SMS.

Social Media Marketing

In SMM, Brands usually use various social media platforms like Facebook, Twitter (Now X), Instagram, and many others for marketing their products.You can learn more about what is SMM.

Sales Promotion

It may include discounts, giveaways, and other such activities.

Advertising

It includes paid promotion through different marketing channels such as television, radio, print media, billboards, and social media.

Event Marketing

Event marketing engages paid events like seminars, trade shows, and product launch events to connect with customers. Event marketing can drive more sales. 

Content marketing

Content marketing emphasizes creating and distributing valuable, relevant content. And produce content that gets the attention of the target audience. Content marketing involves articles, blog posts, videos, podcasts, and ebooks.

However, effective marketing communication needs understanding the target customers, creating beneficial messages, and choosing suitable channels.

Limitations to marketing communication

• Customer Abundance
• Budget limitations
• Message overcrowding

Besides these limitations it allows companies to create a good brand image and communicate effectively to consumers. It also helps businesses to raise brand awareness. Additionally, it also enables the companies to properly understand customers, their behaviors, and their needs. It can help make future marketing strategies.

Conclusion:

To sum up, marketing communication is essential to provide clarity, consistency, and connectivity with your target audience. Make sure to evaluate your strategies continuously. Furthermore, one main goal of marketing communication is to force or convince customers to see a brand, product, or service in a better way. And most probably they would like to buy the product.

Note: Marketing communication is very important in digital marketing.

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