Marketing Communication stands for the ways that companies appropriate to convey information related to products and brands they are selling, thus promoting them to customers.It is pivotal to a company’s marketing efforts. In plebian terms, Marketing communication (MarCom) can be defined as messages and media employed to communicate with the market. This is how companies exchange and promote information about their goods and services. It helps in answering questions like who can use a product and where and when a product can be used. A marketer’s job is to facilitate in creating brand awareness among potential clients and customers.
Marketing communication comprises of the following features which are collectively known as Marketing Communication Mix:
- Advertising: Brands pay advertising agencies to promote their goods and services via websites, television, radio, print (newspapers, magazines and journals), hoarding, direct selling, clothes, events, contests, online media, etc. Advertising is one of the most popular forms of marketing communication mix where a huge target audience can be covered.
- Sales Promotion: The sales promotion factors in several short-term incentives to convince the customers into buying goods and availing of the services of the said firm. It triggers consumer shows and expositions. This promotion technique not only helps in reviving ties with old customers but also brings in new ones with. Discount vouchers, free gifts, loyalty cards, competitions and cashbacks are a few of the sales promotion tools. It helps with sales by publicising brands through media.
- Events marketing: Event marketing generally involves interacting directly with a brand’s representatives. Several companies conduct and sponsor these events (sports, charity, nonprofit or community related events) to popularise their brand and better their brand value. The name of the firm can be seen on the walls of playgrounds, players’ jerseys, awards and trophies, hoardings on stage, etc.
- Public Relations and Publicity: Having a public relations strategy is pivotal to a firm’s promotional endeavors. The companies organise several social activities to better their brand name. They often make donations to NGOs supporting child education and those working to empower women. Blood donation camps and planting trees are two widely known public relations strategies.
- Direct Marketing: Direct marketing optimizes marketing budget. With the advent of and advancement in technology, the companies communicate with prospective customers and potential clients via emails, texts and phone calls. This process helps in increasing sales and improving relationships both with current and prospective customers, thus establishing customer loyalty. It also lets a firm adapt to market demands and respond in a more customer-friendly way.
- Interactive Marketing: It changes based on the actions of individual customers.Interactive customers facilitates customers interact with the firms online, They can also get their confusions clarifies online, which is always more convenient. Amazon is one of the many examples of interactive marketing where the customers with the push of a few buttons can see what they have ordered or wishlisted. Some websites also have FAQs to resolve doubts.
All these tools combined help in developing a strategic vision that enables a customer comprehend the attributes of the services and products offered by the firm. They also help in leaving behind a strong legacy of the brand that forges customer satisfaction and goodwill.