There are numerous paths to success, many of which can be achieved through pursuing a degree. Nowadays, the trendy term that excites students is “MarCom.” However, don’t worry; it’s not a new field; rather, it’s the convergence of two popular words: marketing and communications.
Table of Contents
In this article, we will learn about📝:
- What is MarCom❔: Here, you can get a clear understanding of marketing communications and why you should choose marketing communications as part of your profession.
- Objectives of MarCom🔹: I have gathered six marketing communications objectives here so that you understand the core purpose of MarCom.
- Areas Of MarCom❕: Yes, there are different areas of marketing communications, and we’ll examine each one in detail.
This article contains comprehensive information on marketing communications. If you’re planning to pursue a career in this field, I hope this will help you. Read on!
What is Marketing Communications?
KEY POINTS
- Marketing involves promoting and selling products or services to a target audience.
- Communication focuses on conveying specific messages without necessarily involving sales. It typically involves a two-way passing of information.
- MarCom is an integrated marketing and communication strategy that deploys messages to sell products/services and utilizes promotional tools, channels, and media for effective customer engagement.
I think I don’t have to describe much about marketing, right? Marketing can be considered as the process of promoting and selling products or services to a target audience. It is generally used as part of a company’s overall business plan, involving strategy, competitive analysis, and market research. You can’t expect your brand to reach new heights and sell all of your products without any kind of promotion, right?
fancywebsite.jpg pic.twitter.com/O45TTM0n0k
— Marketing Memes (@MarketingMemess) February 27, 2021
Now, let’s look at what communication means. Let me explain this to you like a fifth grader. Communication is a term used to describe the process of exchanging or imparting information. It focuses on conveying a particular message, which doesn’t necessarily require selling a product or service.
Communication involves the two-way passing of information, and businesses can strategically utilize it to convey messages that resonate with a target audience’s activity.
Integrated Marketing Communications (IMC) is crucial in unifying all marketing efforts, including advertising and public relations, to deliver consistent messages to consumers.
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Now, MarCom is a mix of both and can be considered a complex part of a business’s direct marketing efforts. It can be defined as the bundle of messages or information a company deploys to communicate with the market, intending to sell a product or service. This also includes a combination of promotional tools, marketing channels, messages, and media that marketers use to communicate with their target customers.
A crucial aspect of MarCom is developing a robust marketing strategy, which ensures that all communication efforts are aligned with the overall marketing goals and effectively reach the target audience. A company can typically develop its marketing communications strategy around the seven P’s
- Product
- Price
- Promotion
- Place
- People
- Process
- Packaging (Physical Evidence)
Integrated Marketing Communications Objective
If you’re wondering about what MarCom’s actual purpose is, here I have mentioned few of them. MarCom is tasked with a number of important objectives:
❇️ Understanding and reaching the right people: One of the key objectives for the marketing communications team is clearly understanding who their target audience is and the best ways to communicate with them.
❇️ Highlighting a competitive edge: In today’s world, especially in markets dominated by AI and other technologies, MarCom professionals ensure that their products and services are unique and make a difference. MarCom contributes to a competitive advantage by enhancing the visibility and appeal of the brand, helping businesses stand out in the job market.
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❇️ Building brand awareness: This team is responsible for communication efforts, ensuring the brand’s existence, and making people aware of its uniqueness and what the organization offers.
❇️ Maintaining customer loyalty: Customer loyalty takes time to build; consumers need to trust the brand, and effective use of call center software can help our professionals ensure they have a positive bond with it.
❇️ Creating demand for products and services: MarCom professionals should ensure that people fear missing out on the products or services and create a significant demand for them.
❇️ Shortening the sales cycle: This can be achieved by better understanding what target clients need from your service or products. This means the MarCom team should conduct extensive market research to motivate, influence, and persuade customers to buy the product or service.
Areas Of MarCom Degree
Here are the different marketing areas and communication areas to leverage these above-mentioned objectives.
Throwback to the days when marketing was all about juggling multiple traditional channels.
This meme perfectly captures the essence of marketing managers in the 1980s. pic.twitter.com/jYC3Qai3f9
— Purple🌟 (@The_Unique_Unix) May 21, 2024
Communications professionals play a crucial role in various MarCom areas, developing strategies and engaging content to meet the growing demand in the marketing field. It’s not uncommon for a marketing and communications degree to require you to complete all semester-long exams in college, or write a research paper or an entire essay, and that’s fine. For this, you can use the do my essay service from Papersowl.
1. Digital Marketing and Target Audience
Digital MarCom is where traditional marketing and communications transition into online platforms and new media spaces, leveraging modern media to foster engagement and communication. This includes social media, websites, and other online avenues through which a brand can advertise and promote its products or services to reach specific target audiences. Here, brands can communicate with a larger section of people within seconds, without limitations, by engaging with customers, answering questions, and educating their audience through these platforms.
So I emailed this meme today to my team – I manage the digital marketing team.
No one emailed me back, NO ONE but I think it’s funny so I’m gonna leave it here. pic.twitter.com/0xRrbJiODj— Hannah Jawad (@hannahjawad_) March 5, 2020
Marketing partners play a crucial role in ensuring these communications are efficient and impactful. As it evolves day by day, the ways in which this can be utilized can help a brand’s image grow wider and bigger.
Digital marketing also includes content marketing, email marketing, virtual multimedia campaigns, and official websites. Here, a brand can actively communicate its vision, purpose, and values, and also market its products, offer discounts and promotions without any physical effort.
2. Advertising
Advertising is widely recognized as one of the most common areas within the communications and marketing mix. Brands utilize adverts to promote their products and services through various flexible channels and mass media platforms, including:
- Television
- Billboards
- Newspapers, magazines, and print media
- Radios
- Websites
- Blogs
Another type of advertising that MarCom highlights is print marketing. Print marketing materials can effectively convey messages and drive brand awareness, positioning them alongside other marketing channels within the broader context of marketing communications.
In this realm, advertisers have expertise in wielding the power of narrative, controlling their messages and information while paying for advertising space. However, they face challenges in staying relevant amidst evolving trends.
3. Public Relations
PR, or public relations, is a significant and vital aspect of marketing communications that centers on a business or company’s reputation and image. Through various PR campaigns, such as press releases, communication campaigns, and crisis management, an organization can cultivate a positive relationship with different media figures and other stakeholders.
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PR professionals aim to influence the overall public perceptions of the organization or business, ensuring that the target audience consistently maintains a positive association with the brand and upholds its reputation. They’re constantly working to create a positive public persona for the brand. Marketing communications professionals also play a crucial role in these PR campaigns, leveraging their expertise to manage and enhance the company’s reputation.
4. Branding
I cannot stress enough the importance of a brand forming its identity. Through marketing communication tools, a brand’s image encompasses everything from its logo to its packaging, setting a business apart from its competition. A brand message should be consistent with the organization’s purpose and persona.
Marketing specialists play a crucial role in executing branding efforts, ensuring that the brand’s identity resonates with the target audience effectively.
5. Sponsorship and Events
As part of MarCom’s efforts, sponsorships and events are effective methods for reaching a larger audience. Sponsorship marketing avenues can include sports games, concerts, or conferences and typically involve how the organization provides financial support for events in return for advertising, which can improve brand awareness and recognition in the marketplace. Events like exhibitions and trade shows aim to create positive interactions with new customers. Sales presentations play a crucial role in sponsorship and event marketing by enhancing business revenue through various promotional strategies such as incentives, discounts, and demonstrations.
Opinion Section✨
Here’s my personal opinion section. Well, marketing communications is definitely a potential area for people to pursue their careers, as it holds a very important part in today’s overall business ethics and promotions. I think in marketing communications, it’s important to balance promotional content with valuable information. If all you do is sell, people will tune out. I think storytelling is also a powerful part of MarCom. It helps create an emotional connection with the audience and makes your brand more relatable.
I have felt that, with the rise of digital marketing, brands find it challenging to maintain authentic communication. It’s easy to get lost in the metrics and forget the human element. So I will always suggest to stick to the storytelling part along with making sure your metrics and goals are met. In marketing communications, clarity is key. If your audience doesn’t understand your message, all the fancy graphics in the world won’t save your campaign.
To Wrap Up
The MarCom program is an excellent option if you’re planning to pursue your education in this global field. Here, MarCom provides you with extensive knowledge and subject matter to succeed in the rapidly growing competitive marketing field within an organization. Whether it’s advertising, brand management, public relations, digital marketing, or any other field within marketing and communications, you’ll be equipped with the knowledge and sought-after skills to thrive in whichever career path you decide to pursue.
A MarCom degree prepares students to create effective marketing campaigns by blending marketing strategy with strong communication skills. I hope this article has helped you understand MarCom and everything related to it.
FAQs
1. What are the four types of marketing communication?
The four main ways businesses communicate and market their messages are through digital media, government channels, advertising, and public relations. Each method has its own advantages, plans, and ways of reaching people.
2. What is meant by marketing communications?
MarCom is a mix of marketing and communication and can be considered a complex part of a business’s direct marketing efforts. It can be defined as the bundle of messages or information a company deploys to communicate with the market, intending to sell a product or service. This also includes a combination of promotional tools, marketing channels, messages, and media that marketers use to communicate with their target customers.
