Marketing professionals are relying on disruptive and innovating methods to stand out in a rapidly changing marketing landscape. Marketing communication also known as MarCom is one such fundamental and intricate method of a company’s strategic marketing efforts.
What is Marketing Communication?
Marketing communication consists of media and messages that one needs to transmit to the market. MarCom and Brand Management deal with various aspects such as advertising, direct marketing, packaging, publicity, public relations, and online marketing.
Brand management & marketing online courses equip marketing professionals to maintain an apex position in highly competitive markets. MICA online certification programs in MBM (Marketing& Business Management) are aimed at students and working professionals to design outstanding branding strategies through a solid understanding of market segmentation, differentiation, and pricing strategies.
Importance of Marketing Communication
- MarCom helps to sustain a brand’s present customer base by providing additional information on the brand’s benefits which leads to purchase behaviour reinforcement.
- Building and strengthening relationships with customers is a key outcome of marketing communication.
- Marketing communication draws on a combination of options like advertising, promotion, sales, direct marketing and personal selling to penetrate and consolidate new customer bases through the Internet.
- Consistency in message delivery is the hallmark of effective marketing communication. New business trends can be attributed to recent professional research in marketing communication.
Brand management & marketing online courses enable learners to use effective marketing communication to make a transition from customer service to customer relationships and from human resources to human solutions.
Objectives of Marketing Communication
Preference Creation
Creating product preference and sustaining product demand into the psyche of the target customer is a key objective of MarCom through the use of product positioning communication tools. Market communication aims to make a transition from positioning to communication in terms of product knowledge, benefits and buyer motivation.
To Shorten the Sales Cycle
Marketing communication methodology focuses on understanding the customer’s purchase process and to shorten the sales cycle through market research and engagement with sales executives.
Tactical marketing communication techniques taught in MICA online certification programs in MBM help to achieve close synergy between the sales department and customer-facing channel partners. The main focus is on creating, packaging, and providing relevant information to the customers throughout the key aspects of the purchasing process such as problem recognition, evaluation of alternatives, and post-purchase evaluation.
Advertising in Marketing Communication
Advertising focuses on combining the creative and planning processes to generate powerful marketing communication campaigns. Brand management & marketing online courses help marketing professionals to decipher market research data, prepare strategies, and devise creative concepts.
Marketing Communication and Public Relations
Public relations in MarCom use key tools like media relations, special events, speaking engagements, and community relations to consolidate product positioning and in conveying a steady point of view to the target audience.
Final Thoughts
Effective marketing communication has become a pivotal part of the social and economic systems. Through the use of new media technologies, marketing communication strives to catapult the sales of a company’s products and services, treating customers as valuable assets and to build productive long-term relationships.
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