What Is Marketing Communication?


Marketing communication (or “marcom”) involves using various strategies and tools to reach a particular audience, with an aim of raising brand recognition, driving website traffic increases and improving search engine rankings.

Companies using consumer engagement enable companies to promote product benefits to consumers and create loyalty. Furthermore, it shortens sales cycles by helping customers identify and understand products.


Advertising is one of the tools of marketing communication and an integral component of the four Ps of marketing (product, price, place, promotion). Advertising involves paid communication messages being distributed directly to target customers using various media.

Advertising exists to persuade consumers to buy or try a product/service by raising brand awareness, developing positive associations with the brand, and persuading customers to share their experiences with others. Advertising may take the form of non-personal methods like TV commercials or radio ads or more personal techniques like social media and cookie-based strategies.

Advertising activities can be divided into above-the-line, below-the-line and through-the-line categories depending on their level of penetration. Advertising can also be integrated with PR and selling activities to form an effective marketing communications strategy, according to Management Study Guide.

Direct Marketing

Direct marketing is an advertising medium that directly communicates with its target customers without intermediaries, with the aim of persuading audiences to visit a company’s website, call for information or sign up for mailing lists. As it provides companies with precise measurements of the return on their investments and establish loyal audiences that increase sales over time.

Door-to-door selling is a well-known form of direct marketing. This approach involves approaching households directly to discuss products or services by handing out brochures; although this form may appear intrusive or uncomfortable at first, when done effectively it can become an efficient and economical method of increasing sales.

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Telemarketing is another form of direct marketing, involving contact between potential clients and automated machines or human representatives via telephone calls. Telemarketing can be an efficient and cost-effective method for reaching large groups at once; however, consumers who don’t want the products or services being promoted may find it intrusive or annoying.

Email marketing is a form of direct marketing which uses emails to send advertisements, announcements and newsletters directly to current or potential customers. Email marketing is often employed in selling products or soliciting business, often targeted toward individuals based on buying history or demographic data. Emails may also be sent out directly to purchased contacts or existing customer databases.

Web push notifications are another form of direct marketing, appearing as small rectangular sections in the corner of your browser and offering important sales or new release updates to subscribers. Companies like Tieks by Gavrieli use web push notifications to notify their audience of a special promotion or new shoe release.

Personal selling is another form of direct marketing, involving interaction between a brand and its customers directly. Sales representatives usually implement this form of direct selling to build strong connections with buyers and entice them back to the brand.

Public Relations

Public Relations (PR) is an integral component of marketing communication. PR professionals collaborate with media outlets to disseminate information about companies or brands, build relationships with journalists, manage crisis situations, create product promotion strategies that resonate with consumers, and manage crisis situations. Traditional marketing environments tend to treat PR activities separately but today an integrated approach to marketing communications that maximizes its return is necessary for success.

Marketing has undergone major change over the last decade. New technologies, rapidly evolving consumer behaviors and shifting demographics have forced businesses to reconsider their marketing communication strategy. Many marketing departments rely on multiple agencies, such as advertising, public relations and sales promotion services, in order to present an appealing message to consumers; but failure of coordination between departments may cause confusion for audiences while diminishing its effectiveness.

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Marketing communications is usually defined as the practice of communicating the benefits and values of products or services to target markets, according to the traditional definition given in Management Study Guides. But there’s more: marketing communications encompass both internal and external communication as well as support functions such as advertising, branding, public relations, event management as part of its broader scope.

Marketing communications encompass a range of internal and external communications channels – such as social media. Their purpose is to reach target audiences more effectively so as to increase customer satisfaction, drive sales and build brand loyalty.

Public perception is an invaluable resource, and maintaining it is key for driving sales and growth. Conversely, having an unfavorable impression during times of crisis such as United Parcel Service’s strike cost them $750 million in lost revenue. PR can play an essential role in helping businesses address such issues while building up an online presence to increase brand visibility.

Social Media

The Internet has given birth to numerous social media platforms that enable users to create and share content, from blogs to video sharing sites and message boards. Consumers can interact with brands more directly using these tools than through traditional media alone; experts debate the differences between traditional marketing communication and social media; others see them as closely interlinked, as social media continues to emerge as one of the fastest-growing channels of marketing communications.

Social media can be a valuable asset to businesses, yet its proper usage requires careful consideration and planning. Failure to properly manage an account could quickly damage a reputation – particularly amongst businesses that do not share openly with their target audiences.

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Social media strategies of companies must also align with their brand and tone; any change could cause public confusion and lead to trust issues. Social media has evolved beyond advertising into being used by businesses to identify fast-moving consumer trends, provide customer support services and collect audience data.

Facebook, Instagram, Snapchat and Twitter remain among the more well-known social media tools; however, TikTok and Signal have recently entered the scene as new apps that offer unique features that businesses should keep in mind when developing marketing communication strategies.

Consumer reviews online are an integral component of marketing communication, often used by travelers and businesses to make decisions about destinations, restaurants and products. Travelers use reviews as a guide when planning trips; businesses use reviews as feedback for improving product quality and customer service.

Before, businesses would typically send press releases about new product launches or events to journalists for coverage. Now, with 24-hour news cycles constantly providing coverage of important stories, businesses must now proactively pitch journalists with engaging stories that demonstrate their expertise in the field.

Social media offers consumers a two-way dialogue between them and brands through two-way interaction on platforms such as social media. This form of engagement is essential in maintaining customer retention and cultivating brand loyalty; according to research conducted by Tarsakoo and Charoensukmongkol, consumers tend to purchase from brands which respond quickly to comments and concerns expressed via social media. Generation Z consumers appear particularly inclined towards preferring such brands that respond accordingly.