Understanding Marketing Communication: Definition, Strategies, and Tools

Marketing communication is a tool for conveying brand messages to customers. Companies need to understand the definition, objectives, types, strategies, and tools of marketing communication if they want to successfully reach and engage with their target audience.

This article explores the definition of marketing communication, its objectives, and different types, including advertising, sales promotion, public relations, direct and marketing communications, and social media, as well as strategies needed to create an integrated marketing communication strategy, set goals and track performance, craft a message that resonates with your audience, and use tools such as websites, e-mail campaigns, social media platforms, video content, and podcasts.

Different techniques such as developing relationships with journalists, using “message-journalist” fit, establishing a serious brand image as an industry leader through webinars, creating highly targeted messages and promotions, and collecting website statistics are discussed to help businesses implement these strategies effectively. Knowing how to maximize time, effort, and budget and stay on top of industry trends is crucial to creating an effective, successful marketing communications plan.

What is Marketing Communication?

Marketing communication, also known as “Marcom,” is a mix of tools and channels used to communicate with potential customers. The two main objectives of marketing communication are creating and sustaining demand and preference for a product and shortening the sales cycle. It is important to understand the target audience before messaging in order to ensure effective communication.

Marcom is the process by which companies send promotional messages about their products and services. Communications can range from direct mail to e-mail campaigns to digital advertisements. Companies use branding to create visuals that draw attention to their products, services, and values. Branding broadly includes both the visual identity of a company or its products as well as a recognition of its core identity. Market research can be used to identify target groups and to measure customer behavior.

Professionals who specialize in Marcom play an integral role between company and consumer, carrying out research on the target audience, developing strategies for effective communication, and liaising with advertising and public relations teams. In certain industries, such as technology and healthcare, customer education is important to ensure that consumers know how to use the products effectively. Therefore, Marcom often follows a customer through their entire purchasing process, including pre-sale, purchase, and post-sale communication.

To summarize, Marcom is a diversified program of marketing activities comprised of various marketing communication tools used to engage customers and influence their purchase decision. It is essential that marketers learn how to use these tools effectively and efficiently in order to develop an integrated marketing communication (Marcom) strategy and achieve desired outcomes.

What are the Objectives of Marketing Communication?

Marketing communication is a vital part of any company’s growth strategy. Through marketing communication, businesses are able to convey the values and objectives of their product or service to potential and existing customers in order to increase market share, profitability, and access to talent.

Companies use market research to understand customers, detect patterns and trends, anticipate consumer needs, and formulate effective benefits messages used in communication efforts. Furthermore, by leveraging communication tools, companies create, package, and deliver relevant information about their product/service throughout the buying process.

At its core, marketing communication seeks to spread awareness of the brand and build loyalty among the target audience and stands out as an important part of integrated marketing communications. Since marketing communications include a range of communication activities, such as traditional print media and direct marketing, catalogs, and internet-based services, those pursuing a marketing communications career are expected to make measurable impacts on their organization.

Unlike other marketing strategies, however, marketing communication focuses more on customer education. Customers need to be informed about features, availability, and cost before they can make decisions on their purchases. Therefore, the goal of marketing communication is twofold – to inform and persuade the target audience, as well as reinforce the credibility and trust of the businesses in order to increase sales.

To properly communicate the message and create preference, marketers must have an understanding of their own product and the competition’s. The message should include a desired combination of benefits and price packages to impress targeted customers. Advertising an effectively created message often results in catching more attention than traditional marketing but usually demands a larger budget. Content marketing has also become popular for its low cost and ability to quickly reach its target audience. It also helps to foster relationships with existing customers so that it is easier to make sales promotions to cultivate loyalty.

As part of the entire process, it is important to set clear objectives and develop a marketing plan to track progress. All these components contribute to successful comprehensive sales presentations and marketing pricing strategies.

What are the Different Types of Marketing Communication?

Marketing communication is an essential part of any business strategy. It involves the use of various tactics to reach out to customers and build relationships with them. These tactics include advertising, sales promotion, public and electronic media relations, direct marketing, and social media.

Advertising is a popular form of marketing communication that uses visuals or audio messages to promote products or services. Its advantages include increased brand awareness and recognition as well as improved customer loyalty. Sales promotion is another type of marketing communication that offers incentives such as discounts or free samples in order to encourage customers to purchase a product or service. This tactic helps businesses build customer loyalty by providing rewards for their purchases.

Public relations involve creating positive relationships between businesses and their target audiences through press releases, events, interviews, etc., while direct marketing focuses on communicating directly with potential customers via e-mail campaigns or other forms of digital outreach. Social media has become increasingly important in recent years due to its ability to quickly spread information about products and services across multiple communication platforms at once.

In conclusion, it’s clear that using different types of marketing communication can be beneficial for businesses looking to increase brand awareness and create meaningful connections with their target audience members. By utilizing these strategies effectively, companies can ensure they are reaching the right people at the right time with the right marketing message in order to maximize success rates over time.


Advertising is a type of marketing communication that is used to reach a broad audience in order to create brand awareness, establish customer loyalty, and increase sales. Advertising involves crafting a creative message about a brand and selecting an appropriate medium to communicate this message to potential customers. There are many different types of advertising, some of which are paid, like television spots and billboards, and some of which are unpaid, like word-of-mouth and referrals.

To build an effective advertisement, companies must consider the message, target audience, and promotional tactics. An ad should feature easily understandable language and highlight features & benefits of the product/service, as well as why customers should choose your brand. Companies must also identify the target audience and select an appropriate medium that suits the demographics they want to reach.

Finally, they must set a budget and plan promotional tactics like repeated advertising, which helps to ensure maximum reach.

Sales Promotion

Sales promotion is an important marketing tool used by businesses to increase sales and attract new customers. It involves a variety of activities, such as discounts, coupons, contests, free samples, and more. The benefits of using sales promotion are numerous; it can help boost brand awareness, create customer loyalty, and drive up profits. Businesses can use different stylistic devices like metaphors, similes, personification, and alliteration in their promotional materials to make them stand out from the competition. Additionally, they can offer special deals or discounts on products or services to entice customers into making purchases. By utilizing these strategies effectively, businesses can maximize their return on investment while also increasing customer satisfaction levels.

Public Relations

Public relations (PR) is the practice of building and maintaining mutual relationships between individuals and organizations in order to gain favorable public opinion. PR represents company values and helps in adapting to a given environment, differentiating one company from the competition.

To effectively reach the target audience, public relations relies on certain tactics and strategies, including giving influencers exposure, creating message-journalist fits, using two-way communication, understanding current trends, and tracking the success of campaigns. Additionally, PR professionals often interact directly with the audience in order to better understand them and create better communication materials.

In terms of marketing communication, public relations plays a critical role in the strategic process. It helps build brand trust and loyalty with existing customers while reaching out to potential customers. Moreover, it facilitates more effective communication between companies and customers while promoting accurate information and managing crises.

Direct Marketing

Direct marketing is a popular form of marketing that focuses on targeting individual customers with tailored messages. It has become increasingly popular due to its ability to reach potential customers quickly and effectively. The objectives of direct marketing are to increase brand awareness, generate leads, build customer loyalty, and drive sales.

To achieve these goals, businesses can use various tools such as e-mail campaigns, catalogs, interactive marketing, and direct mail campaigns. These tools allow companies to create personalized messages for their target audience in order to maximize the effectiveness of their message delivery. By utilizing metaphors, similes, personification, and alliteration in their messaging strategies, businesses can further engage with their customers and make an impactful impression on them.

Social Media

Social media is rapidly becoming one of the most influential forms of marketing communication. With its wide-reaching platforms, businesses can easily establish relationships with customers and harness their power to drive sales. Social media offers businesses the opportunity to engage with their customers in real time, enabling communication that would otherwise not have been possible in traditional marketing channels. Companies can utilize social media to post entertaining and educational content, giving customers a valuable resource and promoting products/services/values in creative ways. Additionally, social media serves as a platform for customer education—teaching customers about products, services, and company values in a way that feels intimate and personal.

Moreover, social media offers unique strategies, such as influencer marketing which enables companies to collaborate with influencers to manage and support their brand. Similarly, native advertising is also becoming very popular in social media as it allows brands to promote visual assets like infographics to a larger audience. Finally, customer testimonials and reviews serve as social proof and build brand trust amongst existing and potential customers.

In conclusion, social media plays a huge role in modern marketing communication, offering an invaluable platform to engage actively with customers and spark conversations. By leveraging the benefits of social media, businesses can promote their products/services/values and foster customer relationships, driving sales and creating brand loyalty.

What are the Strategies Used in Marketing Communication?

Marketing communication encompasses all aspects of a company’s promotional and marketing mix, including advertising, public relations, sales promotion, and direct marketing. By thoroughly understanding their target audience, companies can effectively develop an integrated marketing communications strategy that combines the most effective tactics to reach their objectives. An important principle of this strategy is the reciprocity effect; by engaging in meaningful dialogues with existing and prospective customers, businesses can build relationships that increase brand loyalty.

Additionally, current world affairs, such as pandemics, climate change, and natural disasters, can be leveraged to create an emotional impact on the audience, ultimately increasing sales. On top of this, building relationships with journalists to get media coverage for their products or services is fundamental when trusting in the power of communication for marketing. When pitching stories, two core principles should be taken into account: message-journalist fit and the ‘snowball’ effect.

To round off the IMC plan, marketers need to consider reaching out to low-priority targets via polar promotion or other scalable tactics. At its core, getting press and recognition comes mainly from building valuable relationships through both cost-effective efforts and genuine interest.

Developing an Integrated Marketing Communication Strategy

Integrated marketing communication (IMC) encompasses all aspects of a company’s marketing communication mix and is an imperative part of modern marketing. Companies must forecast customer needs and desires, identify potential customers and understand the potential customer base before creating their IMC strategy. Since relationships are essential to long-term success, the main strategy employed in IMC is the principle of reciprocity. By offering customers something of value in exchange for their attention and loyalty, companies can successfully foster strong customer relationships.

It is also important for companies to consider how current events can affect their ability to offer new products and services. Consumer attitudes are often shaped by changes in the global economic and political climate, which makes world affairs an integral factor in crafting effective messages. Companies should make sure to take advantage of the opportunity to use current grievances and triumphs in their messaging to make an emotional connection.

Though costly, another powerful tool in IMC is working with journalists and publications to get press coverage. To achieve ‘message-journalist fit,’ companies must align their story-telling approach to match the needs of the publication they’re seeking. The original pitch should consist of a ‘conversation starter’ to capture the interest of the journalist without asking anything in return. Through this process, it is possible for organizations to reach large audiences and generate more recognition for their brands.

Lastly, marketers need to address priorities within their IMC plan by taking advantage of affordable digital tools. As more companies recognize the importance of connecting with their target audiences, focusing on relationship-building rather than traditional forms of communication will bring more customers to the table.

Setting Goals and Tracking Performance

Setting goals and creating effective marketing communication is key for any organization. Conversation starters are an important tool to capture the attention of potential customers and adjust messages to their needs. By testing different channels and variables, organizations can track and measure performance using analytical tools to gain valuable insights into the effectiveness of certain messages. This data helps marketers optimize campaigns until successful outcomes are achieved, allowing them to adjust their approach if needed.

Crafting a Message That Resonates with Your Audience

Finding the right message that resonates with your target audience effectively is paramount for any successful marketing communication effort. To craft a message that resonates with your target audience, companies must first thoroughly understand the needs and wants of their customer segments. Story-telling is an effective way to engage readers, while strong visuals help to attract their attention. Also, language must be carefully chosen to evoke an emotional response and create a deeper connection with customers.

Companies must also consider social proof when crafting messages, be it reviews, case studies, or customer testimonials. This type of content is crucial to communicating the value of your own product or service and increasing credibility with customers. It also helps to build relationships, as customers feel as if they have been considered or that their opinion matters; this is essential for driving trust and loyalty.

Once these elements are in place, companies must analyze customer responses and adjust their messages accordingly to ensure lasting impressions. When executed correctly, crafting a message that resonates with your audience can lead to increased sales, improved brand perception, and greater customer loyalty, making it an invaluable part of the entire marketing communication process.

What are the Tools Used in Marketing Communication?

As businesses and organizations of all sizes strive to reach their target audiences, it is essential to understand the different tools used in digital marketing. From websites and e-mail campaigns to social media platforms, video content, and podcasts, there are a variety of strategies that can be employed for successful campaigns. By utilizing metaphors, similes, personification, and alliteration in creative ways, businesses can create engaging messages that will resonate with their customers. Through an integrated approach combining these various elements together into one cohesive strategy, companies can maximize their reach while also increasing brand awareness.


Websites can be one of the most powerful tools available to marketers when it comes to communication. They are an effective way to reach a large base of consumers and can be designed to emphasize products or services and showcase visuals. However, websites can also be used to track website statistics, lead generation, and other campaign metrics that can be refined with filters and displayed.

Websites provide businesses the opportunity to capture the attention of new and returning customers by conveying the brand’s message in an appealing and efficient manner. Additionally, customers can use mobile apps associated with businesses’ websites to shop online.

Companies should carefully consider the content posted on their websites, as this will have a major impact on how potential customers perceive the company.

E-mail Campaigns

E-mail campaigns can be a powerful tool for businesses to reach their target audience and increase engagement. In this article, we’ll explore what e-mail marketing is, the basics of an e-mail marketing campaign, how businesses can tailor e-mails to their target audience, what should be done before sending e-mails, how automation can optimize the process, and the benefits of e-mail campaigns for businesses.

E-mail marketing involves using e-mails as a way to communicate with customers or potential customers about products or services. It’s important because it allows companies to build relationships with their audiences by providing them with relevant content that they’re interested in.

The basics of an e-mail marketing campaign include creating compelling subject lines that will grab people’s attention and encourage them to open your message; writing engaging copy that speaks directly to your readers; designing attractive visuals such as images or videos; setting up automated triggers so you can send out messages at specific times; tracking results, so you know which strategies are working best; and testing different versions of your e-mails until you find one that resonates most strongly with your audience.

Businesses can tailor their e-mails by segmenting their lists according to customer preferences or interests. This helps ensure that each person receives content tailored specifically for them rather than generic messages sent out en masse. Additionally, personalizing messages by including recipients’ names in the subject line or body text increases open rates significantly compared to non-personalized ones.

Before sending any e-mails, it’s important to make sure all contact information is accurate and up-to-date so no messages end up going astray due to incorrect addresses being used. You should also double-check all links included in the message are working properly since broken links could lead readers away from taking action on whatever offer was presented in the e-mail itself.

Finally, always proofread everything carefully before hitting “send” – typos may not seem like a big deal, but they could give off an unprofessional impression if left unchecked! Automation tools allow marketers to save time while still ensuring quality control over every aspect of their campaigns – from scheduling when messages go out automatically based on certain criteria (such as birthdays) through A/B testing different versions of each message until one performs better than others – these tools help streamline processes without sacrificing effectiveness.

Finally, there are many benefits associated with running successful e-mail campaigns: increased brand awareness, higher conversion rates, improved customer loyalty, more opportunities for cross-selling & upselling products & services, greater ROI (return on investment), etc. All these factors combined make investing in effective e-mail campaigns well worth it!

Social Media Platforms

Social media platforms are becoming more popular as a means of communication for many businesses. With most people owning a smartphone and checking their accounts on a regular basis, it’s no surprise why social networks are a great tool for marketing communication. Brands can now extend their reach even further than before by taking advantage of various features on each platform, such as conducting polls, live streaming, or creating posts that resonate with their target audience.

Furthermore, tools like JustReachOut can be used to find journalists searching for relevant sources or influencers with whom to collaborate. Additionally, businesses can use various builds and templates to market their products in a visually interesting way, creating engaging content that viewers are more likely to interact with.

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Video Content

The power of video content has grown exponentially in recent years, enabling businesses to create an emotional connection with viewers, convey values and objectives, and generate brand awareness. Through webinars, seminars, and tutorials companies can offer customers unique opportunities to learn more about their products or services while engaging with the brand.

Videos also enable companies to enter new markets, expand their reach into untapped audiences, and increase visibility for their business. With metaphors, similes, personification, and alliteration used strategically within videos businesses can further engage viewers by creating a memorable experience that resonates long after the video ends.


Podcasts are an increasingly popular tool for marketing communication, allowing businesses to reach their target audience in a unique and engaging way. By utilizing metaphors, similes, personification, and alliteration within the content of their podcasts, companies can effectively communicate with potential customers while also creating an enjoyable listening experience.

In addition to podcasts, there are many other tools that can be used in marketing communication, such as e-mail campaigns, social media posts and ads, video content creation, and distribution platforms like YouTube or Vimeo. All these tools form an integrated platform that allows businesses to create meaningful relationships with their clients by providing valuable feedback on the products or services they offer.

By optimizing time and resources through the effective use of podcasting technology along with other digital marketing strategies such as e-mail campaigns or social media advertising, businesses of all sizes can foster meaningful relationships with their clients while generating valuable feedback at the same time.


Marketing communication is an essential strategy for businesses to engage with customers, increase sales, and create trust and loyalty. By using tools such as advertising, sales promotion, public relations, direct marketing, and social media, businesses can communicate their message efficiently and effectively.

This article has provided an overview of the definition, objectives, strategies, and tools used in marketing communication, and how to develop, set goals, and track performance for successful outcomes.

It is evident that marketing communication provides a range of options to reach target audiences and craft a message that resonates and drives customer engagement and sales results. By understanding the various marketing objectives used, strategies, and tools used in marketing communication, businesses can ensure effective, measurable campaigns that maximize return on investment.

Frequently Asked Questions

What marketing communication means?

Marketing communication is an umbrella term used to describe any form of message that a company or brand uses to reach out to its target audience. It includes techniques such as advertising, public relations, direct marketing, and social media to create a unified and cohesive customer experience.
Through effective marketing communication strategies, businesses can strengthen relationships with their customers and reach new markets.

What are the four types of marketing communication options?

The four main types of marketing communication are advertising, digital marketing, direct marketing, and public relations. Each marketing communications mix provides a unique approach to connecting with existing and potential customers, helping to build strong relationships and promote a brand or business.
Advertising is a form of communication used to persuade an audience to take action with respect to products, services, or ideas. Digital marketing is the use of digital technologies to reach

What is an example of marketing communication?

A great example of marketing communication is online advertising. This involves using strategies such as SEO, PPC, influencer marketing, and content marketing to reach your target audience through online marketing.
Other examples include e-mail campaigns, web design, and affiliate marketing.

What is the purpose of marketing communication?

The purpose of marketing communication is to generate awareness and interest in a product or service to ultimately drive sales. It also aims to establish brand credibility in the eyes of customers and build strong relationships with them.

What are the types of marketing communication?

The six primary forms of marketing communication are advertising, digital marketing, direct marketing, personal selling, public relations, and sales promotion. These provide the tools to reach target customers and successfully deliver the brand’s message.
By using these forms of communication, businesses can create a strong presence in the market and build relationships with their customers. They can also create brand awareness and loyalty, as well as drive sales.

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