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May 10, 2021
Marketing Communication or “MarCom “ is a subset of marketing using specific promotional tactics to create and implement an effective marketing strategy that a business should focus on. Marketing Communication refers to the means adopted by businesses to educate, inform, urge, and apprise consumers—directly or indirectly—about their products, solutions, and brands and persuade them to purchase the same.
In simple terms, it represents the voice of a company and its brands that enables it to build relationships with consumers by showcasing how a product works, its use cases, why it is used, who benefits from using them, and its value to the audience.
Marketing is an activity or the process of creating, communicating, delivering, and exchanging information about a product to their audiences and society at large, however, Marcom refers to the entire gamut of marketing. Including advertising, sales promotion, events, public relations, ATL(above the line) & BTL(below the line) activity, online, mobile, social media, direct, and personal selling.
Marcom involves broadcasting, receiving, and processing information. Marcom is the combination of two effective communication tools- 1. Message and 2. Media. Every marketer needs to be firmly attentive to each aspect of the communications process to make sure that the target audience receives a consistent message to extend market share, sales, and brand loyalty. The steps involved in Marcom are:
Each Marcom tool is unique and has both pros and cons.
B2B marketing communication brings a meaningful relationship between the buyer and clients building buyer conviction and requests a response.
The excellent Marcom strategies for B2B are
1. Telling excellent success stories to the targeted audience in the B2B world requires a lot of convincing to seek your services, converting the audiences to potential buyers.
2. Sharing useful content that can be put to use immediately as It is important to produce content that will be of high value for readers by providing articles that can resolve issues faced by consumers of your industry.
3. Create information and paid ads that can easily go viral. A short, crisp, and engaging video that has always been a hit with all kinds of target audiences will go a long way to ensure your brand’s voice is heard.
Marcom helps your company to build brand equity by creating a perception in the minds of customers, drive revenues, adds value propositions and impact goodwill to your company.
It helps the marketers to promote a brand and position it using effective strategies and marketing mix to create higher sales impact.
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