Marketing Communications refers to the various strategies, tactics, and channels that organizations use to convey their messages and promote their products or services to their target audience.

1. Marketing communications refer to the various
strategies, tactics, and channels that organizations use
to convey their messages and promote their products
or services to their target audience. It's a critical aspect
of any business's overall marketing strategy and
involves creating and delivering messages that
effectively communicate the value, benefits, and unique
selling points of a product or service.
Key elements of marketing communications include:
Advertising:
Paid promotion through various media channels, such
as television, radio, print, online banners, social media

2. ads, and more.
Public Relations (PR):
Managing the relationship between a company and the
public, often through press releases, media coverage,
events, and community engagement.
Content Marketing:

3. Creating and sharing valuable, relevant content to
attract and engage the target audience. This includes
blog posts, articles, videos, info graphic, and more.
Social Media Marketing: Utilizing social media
platforms to connect with the audience, build brand
awareness, and engage in conversations.
Direct Marketing:

4. Sending targeted messages directly to individual
customers or prospects, often through email marketing,
direct mail, and SMS.
Sales Promotions:

5. Short-term incentives to encourage immediate
purchases, such as discounts, coupons, contests, and
limited-time offers.
Personal Selling:
One-on-one interactions between a salesperson and a
potential customer to explain product features,
benefits, and address concerns.
Events and Sponsorships:

6. Hosting or participating in events and sponsorships to
increase brand visibility and engage with potential
customers in person.
Influencer Marketing:

7. Collaborating with individuals who have a significant
online following to promote products or services to
their audience.
Branding:
Creating a consistent identity, logo, and messaging that
represents the company's values and differentiates it
from competitors.
Integrated Marketing Communications (IMC):

8. Coordinating and aligning various marketing
communication efforts to create a unified and
consistent brand message.
Successful marketing communications should be
customer-centric, conveying messages that resonate
with the target audience's needs, wants, and
preferences. It's important to choose the right channels
and tactics based on the nature of the product or
service, the target audience's behaviour, and the overall
marketing goals.

9. In today's digital age, technology and data play a
significant role in optimizing marketing
communications. Marketers can analyse customer
behaviour, preferences, and engagement metrics to
refine their strategies and achieve better results.
Marketing communications, sometimes called marcom,
are the combinations of promotional tools, marketing
channels, messages, and media that marketers use to
communicate with their target customers.
A business or brand typically develops its marketing
communications strategy around what’s known as the
marketing mix, or the Seven Ps (formerly called the
Four Ps):
Product, which considers the features of the product or
service that the business offers.
Price, which considers the pricing model used, as well
as the market position of the product or service.
Promotion, which considers all of the ways in which the
brand communicates about its product or service to the
public. It also involves another P – Positioning – to
evaluate how people view and respond to the brand.

10. Place, which considers where the product or service is
bought and sold.
People, which considers all of the people who interact
with a brand’s customers or clients, and has a direct
influence on staff or internal communication efforts.
Process, which considers the customer experience and
communication process.
Packaging, which considers how to best attract
customers in the physical and online marketplace.
All of these are the factors that marketing professionals
consider when developing a marketing
communications plan, and should be carefully and
thoughtfully blended together in what’s known as
integrated marketing communications (IMC). This
enables marketing managers and professionals to
create effective marketing communications promotions,
and successfully drive business.
What is the role of marketing communications?
Marketing communications is tasked with a number of
important objectives:
Building brand awareness. Marketing communications

11. is responsible for making sure people know that the
organisation or business exists, and what it offers.
Maintaining customer loyalty. Customer loyalty takes
time to build. Consumers need to have trust in the
brand, its products and services, and its intentions –
and it’s one of marketing communications’ jobs to
ensure that this positive bond develops.
Creating demand for products and services. It’s not
enough to have a great new product or service –
people need to know it exists in order to buy it.
Marcom professionals work to make sure that their
products and services are seen by the people who may
want – or need – them.
Shortening the sales cycle. This can be achieved by
better understanding customer needs – as well as
customers’ buying motivations, influences, and
processes – and conducting market research, then
harnessing this insight when engaging with consumers.
Highlighting a competitive edge. The 21st century
marketplace is a crowded one, which is why marketing
communications professionals ensure that any points of
differentiation – the things that make their products
and services unique – are shared with the public.
Understanding and reaching the right people. A key job

12. for marketing communications teams is knowing who
their audiences are, and how best to communicate with
them, in order to create a strong market share.
In order to achieve these objectives, marketers will
leverage a number of different types of communication
formats and marketing communications areas.
What are the areas of marketing communications?
Advertising:
Advertising is one of the most commonly seen areas of
the marketing communication mix. Adverts are used by
businesses and organisations to promote their products
and services through different mass media
communication channels, such as:
 Televisions.
 Radios.
 Newspapers, magazines, and other print media.
 Billboards.
 Websites.
 Social media apps.
 Text messages.
 Blogs.
 Google search results ads.

13. Advertisers develop and control their own messages,
and pay for advertising space on channels that will be
relevant to their target markets.
Digital marketing:
Digital marcom takes place online in new media spaces
(rather than within traditional media, such as televisions
and radios, newspapers and magazines) and is separate
from advertising – although both may be used in
combination. For example, a brand may advertise its
products and services through paid-for adverts on
social media platforms such as Facebook or Twitter,
while also maintaining a business account on these
platforms to engage with customers, answer questions,
and educate people about its business, products, and
services.
In addition to social media, other important areas of
digital marketing include:
Official websites. An organisation’s website is
essentially its digital window to the world. It highlights
important information about the business – its brand,
its purpose, and its values – and frequently operates as

14. an online shop for e-commerce.
Email campaigns:
Email marketing campaigns are a popular tool for both
attracting new customers and encouraging repeat
customers. They can be used to remind people about
products and services, offer discounts and promotions,
and share helpful tips and information that are relevant
to the target consumer.
Virtual multimedia campaigns. Multimedia campaigns
that take place online are a growing area of digital
marketing. They can be highly sophisticated, working
with different messaging and assets to target different
people on different platforms, and due to the
instantaneous wealth of analytics and feedback metrics
information available to markets online, campaigns can
be adjusted and tweaked on-to-go to deliver the very
best results. They can also be effective in creating viral
reactions and positive word-of-mouth responses.
Content marketing. Content marketing is a strategic
area of marcom. Brands develop and distribute valuable
and relevant content – such as blogs, videos, and
webinars – to attract people within their target
audience, and in the process, build brand awareness
and position themselves as an expert in their field.

15. Direct marketing:
Direct marketing is a more personalised form of
marketing communications. It occurs through direct
communication or distribution to individuals, rather
than via more generalised marketing messages on
mass media channels.
Examples of direct marketing include:
Direct mail, which includes letters and other printed
promotional materials that are personalised and
delivered to individual people via post.
Telemarketing, which targets potential customers via
telephone calls.
Public relations:
Public relations (PR) is the area of marketing
communications that is focused on an organisation’s
reputation. Through PR marketing activities such as
press releases, communication campaigns, and crisis
management, and by building positive relationships
with different media figures and other stakeholders,
public relations professionals aim to influence public
perception about their organisation or business, and

16. create positive associations with their brand.
Sales promotion:
Sales promotion is the area of marketing
communications that aims to stimulate business
revenue through a promotional mix of providing
incentives, short-term discounts, and other promotional
offers, displays, demonstrations, and sales
presentations.
Personal selling:
Personal selling is a crucial area of marketing
communications, but it may not be one that
immediately comes to mind. It is the face-to-face
interaction that happens between a salesperson and a
customer, and relies on having engaged salespeople
that are educated and enthusiastic about the products
or services on offer.
Branding:
An organisation’s brand is its identity, and one of its
most lasting marketing communication tools. A brand
image includes everything from its logo to its
packaging, and sets a business apart from its
competition. A brand message should be consistent

17. with the organisation’s purpose and persona.
Print:
Print marketing materials may be used in a number of
different marketing communication areas – such as
advertising and personal selling – but they’re also an
important area of traditional marketing in their own
right. Examples of print marketing include:
 Brochures.
 Flyers.
 Posters.
 White papers.
 Coupons.