Marketing communication (MC) is the only way for businesses to move products, services, and ideas from manufacturers to end-users˳ It makes and maintains interaction with customers, prospects, retailers, and stakeholders˳ Marketing communication has a mix in which advertising and sales promotion play vital roles˳
The types of MC include advertising, public relations, and sales promotions˳ Of these advertising extends the marketing footprint and always aims at a high rate of message delivery˳
The 4 Ps of marketing: product, place, price, and promotion are the main goals of marketing communication˳ It reached a distinct target audience to change behavior through information, persuasion, and reminders˳ Without marketing communication, it is impossible to build awareness and encourage product trials˳ It maintains the customer base by reinforcing the purchase behavior by offering constant details about brand benefits˳
The importance of MC within and across organizations as well as to the various stakeholders with a prime focus on customers
Marketing is the most important department of any organization˳ If marketing personnel succeed in their endeavors the company becomes profitable and expands˳ Without effective marketing, there are no profits and hence no new hires˳ Raises depend on the performance of the marketing communication˳ When an effective strategy is devised there can be fruitful results˳
Not just the marketing department but other departments may work with the marketing communication such as events, sponsorship, public relations, direct marketing, and interactive marketing˳ These communication tools are often a part of the marketing communication mix˳
In advertising, you need graphic designers, for sales calls you need the company vehicles from the admin department˳ For personal selling, you can use the sales staff˳ For approving a marketing event you have to have good relations with the accounts manager˳ So in a way, the marketing communications involve various departments within an organization˳ This increases operational efficiency˳ The integrated approach makes sure all channels are well aligned and follow the same tactic, in line with business objectives and company values˳
Across the organization, it gives an impression about the company which could be negative or positive˳ Prospects and retailers compare the brand with its competitors and when your communications are good you can fare better than other brands and vice versa˳
Many brands hire a third party for publicity, sales promotion, and word-of-mouth marketing, and the success or failure of the branding communication affects them directly˳ In terms of how it affects customers, they get closer to the brand products with the knowledge and information they can retain about the brand˳ Customers like to know how beneficial a product is for them and marketing communication tells them just that˳ All IMC strategy is focused on the way the customers want to experience the brand˳
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