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The Basics of Marketing Communications

Are you familiar with Marketing Communications? If you are into advertising and marketing, it is one of the things that you should not overlook. Marketing Communications or MarCom refers to the messages and media used by marketers and marketing agencies to communicate with target markets. They usually come in the form of traditional advertising, direct marketing, social marketing, sponsorships, and presentations.

Marketing Communications covers various areas including PR, branding, advertising, packaging, social media, and more. It aims to help customers understand a product or company in order to simplify the sales process. To help you learn more about MarCom, this article highlights some of the important facts that you need to know.

Marketing Communication: An Overview

Generally, Marketing Communication (MarCom) is a fundamental aspect of marketing that involves the messages and media sent out to communicate with a target audience. It aims to fulfill essential goals through a range of communication channels, tools, and strategies. Some of its objectives include:

  1. Accurate communication to a target audience
  2. Introduction of products to leads
  3. Product improvement
  4. Brand awareness
  5. Influence a buyer’s decision-making
  6. Encourage purchase/sales
  7. Attract new customers
  8. Good brand image
  9. Brand trust and recognition
  10. Brand Credibility

Types of Marketing Communications

As MarCom includes efforts to reach target audiences, there are different types of Marketing Communications for various types of businesses:

  • Digital Marketing is also known as Online Marketing. It uses the internet and other forms of digital communication such as email, social media, and web-based advertising to reach potential customers.
  • Public Relations is suited for brands with products to offer. A PR agency acts as a third party to support the claims of product excellence, good user experience, and smooth customer support. Aside from influencing the decision-making of buyers, Public Relations also help establish brand reputation.
  • Advertising involves the promotion of products through paid media such as TV, radio, social media, Google Ads, and other channels. It involves ads that were created to attract a wide audience and encourage sales/conversions. In this form of Marketing Communications, the aim is to exceed the expenses on ads through high ROI.
  • Social Media is recognized as the most powerful channel for promotion. It allows brands to gain wide reach at a low cost, particularly with platforms such as Facebook, Instagram, and YouTube where ads may be placed.
  • Direct Marketing involves preparing content and tailored messages for a pre-selected audience. It is a marketing strategy that allows a company to respond to the needs of customers during a certain period. Examples of direct marketing include vouchers, discounted items, special offers, and more.
  • Sales Promotion suits well-established companies and new brands. This form of Marketing Communications includes giveaways, loyalty programs, referral programs, free delivery, and other methods that can help sell old products, as well as make room for new ones.
  • Customer Recommendations are also known as word-of-mouth marketing. It relies on customers to promote a brand for free to the people they know. These are the satisfied customers who voluntarily promote a product because of the positive experience they had with a brand.

ALSO READ: How to Choose the Right Digital Marketing Agency to Partner With 

You can incorporate Marketing Communications into your strategies. 

Include MarCom in your planning to help your business grow. M2.0 Communications, a communications agency and PR firm in the Philippines, has a team of Marketing Specialists who can help relay your brand’s message to your target audience. Allow your business to be seen and heard. Ask us how.

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