Marketing Communication: Importance, Objectives and Ways to Do It

The ways a business communicates with its potential customers (the target audience/market) have a tremendous effect on the brand. It is also a very important way to drive sales. That is marketing communication. The essential and intricate aspect of a company’s marketing operations is marketing communication (MarCom). MarCom may be loosely defined as all of the communications and media you use to communicate with your target market. Advertising, direct marketing, branding, packaging, your web presence, printed materials, public relations efforts, sales presentations, sponsorships, trade show appearances, and more are all examples of MarCom. There are two goals to marketing communication. One is to build and maintain product demand and preference. The other option is to cut the sales cycle in half. Advertising, public relations, and sales promotions are the four methods of MarCom. Advertising, being the most potent commercial communication tool, provides a wide audience reach and a high frequency of message delivery.

The first point on the list of MarCom’s importance is that it aids company management and marketing managers in developing a strategic vision for leveraging various marketing opportunities and platforms, as well as devising plans that enable the company to come up with new and innovative ways to market its offerings to customers. It allows the company to cultivate a distinct identity in the market and in the minds of customers as a brand that seeks out marketing and promotional methods that are not only strategic in nature, but also have a competitive edge in terms of communicating product and service features and attributes.