For any brand, communication is surely a big part of their business strategy. Marketing specialists can use it to present them in a certain way to the audience and the rest of stakeholders. It’s an aspect that is meticulously crafted in communication departments and one of the most important parts of any business.
But communication is not only part of the institutional aspect of a business, it’s also a crucial part of its marketing strategy.
The term Marketing refers to the act of selling and promoting products and services to a specific audience. But, what’s the use of creating great marketing plans and activities if you’re not going to communicate them to your customers? How are you going to let people know about the products and services you’re selling?
Both Marketing and Communications have more in common than you may think. Let’s discuss their resemblances!
What does Marketing and Communications have in common?
Although they are different concepts, as we explained before, they are both similar in a lot of aspects. For instance:
- They are both used to building relationships with their audience, contacting and engaging them in order to reach new customers and maintain their current ones.
- Communications and Marketing both rely heavily on the development of the brand, with the goal of increasing its value and awareness.
- Both use the same online and offline media channels to convey their messages, such as social media, newsletters, print publications, etc.
With these similarities, it is possible to create a discipline that combines their goals and strengths in order to create synergies between both activities.
And here’s where Marketing Communication, or MarCom for short, comes into play.
It can be defined as the combination of all messages sent by a brand to promote its services and products. It’s one of the Four P’s that defines the Marketing Mix’s strategy along with the price, product and place, so it’s considered to be one of the most important aspects of any marketing strategy. But, why?
Why should you focus your attention on MarCom?
There are two main goals that justify the existence of marketing communication:
The first one is to create and supply the demand for the business’ products and retain it in the long run. This means that companies need to build an image for their brand in order to position them as a solution to their consumer’s problems and needs.
But, how can you do that? This can be achieved thanks to consistent and clear messages that are delivered through the right media channels and to the right target audience. This positioning will influence the way your audience sees you, creating relevancy and added value to your brand.
The second objective is to assist your customers in the buying process.
In order to achieve that, it’s essential to know and understand your consumer’s buying journey, from the recognition of their needs, to their post-buying evaluation. This will shorten the sales cycle and will make it easier for your consumers to finish the buying process with success.
We all know how a great marketing strategy can positively impact a business. That’s why, by using a marketing approach in your communication strategy and achieving these goals, you can improve your business results incredibly by creating value to your brand and, eventually, increasing profit and revenue.
What are the tools used in MarCom?
There are different tools you can use to communicate your marketing strategy. Some of the more popular are:
Advertising and sales promotion: probably one of the most basic and used forms of marketing communication. It’s non-personal and its main goal is to inform the audience, persuade them into doing something, differentiate the brand from others and remind people of your brand. In short, it increases brand awareness.
Social Media: it helps to increase engagement to your audience and brand awareness. It lets brands reach and interact with their audience on a more personal level than plain advertising, as its own name suggests..
Direct marketing: involves communication with the audience in a direct, personal way. That’s why the most used channels are those that allow the brand to reach and talk to their customers directly, like phone calls or emails.
Email marketing: it’s an ideal tool for promotion purposes and to generate quality leads as it’s highly personalizable and keeps your audience engaged.
Once you’ve determined what tools you’re going to use, it’s time to develop a MarCom strategy.
Creating a successful MarCom plan
There are some key aspects to have in mind in order to develop a effective communication plan in marketing:
1. Target audience
It’s essential to select your target audience correctly so you can send them the appropriate messages. This step is crucial since any message you send, even if perfectly crafted, will be pointless if it doesn’t reach the right people. For this reason, you need to do an exhaustive work, researching and segmenting the audience carefully.
Think about what you want to communicate to your audience and use the right wording and timing to deliver your messages.
Timing is particularly important, especially if you want to reach your audience at a specific moment of their customer journeys, as it will increase efficiency. For that, you need to select your goal and create the ideal message that portrays your intentions to make an impression in your audience and provide a solution to their problems.
As we explained above, both Marketing and Communications use the same channels to deliver their messages. It’s important to select the right channels and adapt the message to each one so your audience understands what you’re trying to communicate.
Not only that, you can mix multiple channels at the same time, creating a multichannel or omnichannel strategy for a well-rounded communication plan.
Also one of the most important aspects since it helps to determine how you’re going to approach the MarCom plan. Investing more or less can make a difference, but the most important part is to think well about how you’re going to spend your resources in order to increase profit.
Marketing communication can be highly useful not only on a department level. It also impacts your business as a whole since it can help you increase revenue and profit. If you’re not working on it already, what are you waiting for?
What is MarCom?
Marketing communication of MarCom, is the combination of the messages sent by a company or brand to their audience in order to interact with them and promote their products and services.
What are the most important aspects of a MarCom strategy?
In order to have a successful MarCom strategy, it’s crucial to define the target audience correctly, craft the messages you want to communicate, select the right channels and determine the budget you’re going to spend.