Marketing Communication

The Importance of
Marketing & Communication

 A business may have developed terrific
products and put together a supremely
talented management team, but
ultimately success hinges on persuading
significant numbers of customers to select
that company’s products or services
rather than buying from someone else.
Growing a business comes down to the
ability to sell.
Innovative strategies, a comprehensive
understanding of consumer behavior and
aggressive communication of the
company’s message combine to bring about
sales success
 Developing Strategic Vision
One of marketing’s functions is to constantly
look for new ways of growing the company’s
revenues. Strategic vision means being on the
lookout for new opportunities and creating
strategies for the company to take advantage
of them. The company could discover exciting,
emerging markets that it could supply products
or services to. Devising ways of selling
additional services or products to the
customers that a company already has is
another way to accelerate growth.
 Creating Brand Awareness
For consumers to buy from the company, they first

need to know the company exists and what it is
selling. Advertising and promotion strategies are
formulated to reach as many potential customers
as possible and tell them what the company has to
offer. To be successful, the company must have a
good understanding of what demographic groups
are most likely to become customers, and apply
marketing expenditures to the media that serve
these groups. Repetition is part of creating brand
awareness. If the customer sees the
communication from the company a number of
times, there is a higher chance of making the sale.
 Expressing Competitive Advantage
Marketing and communication strategies
are designed to position the company as
being superior to its competitors. The
marketing message must show specific
reasons the customer should purchase its
products or services. Many times the
message presents the benefits of these
products or services -- how they can solve
a customer problem or meet a customer
need. Highlighting the shortcomings of
competitors is another popular tactic.
 Fostering Goodwill
Companies use communication strategies to

build an image of being a good corporate
citizen. Publicizing the company’s charitable
activities is one way this is accomplished. The
marketing department in a company also tries
to find community, regional or national events
the company could participate in to generate
publicity. Companies purchase sponsorships to
sporting events that receive national TV
exposure for example. But sponsoring smaller
events, such as kids’ local sports leagues, can
also be effective.
 Attracting Talent
As companies grow, they need to continually
attract the best talent available. Communication
strategies are used to show potential employees
that the company is a good place to work. Many
companies have a large section of their websites
devoted to presenting the reasons individuals
should be interested in working there. Business
publications have annual awards or lists of the best
companies to work for. Marketing and
communication’s role is making sure the company
is under consideration for these awards.
 Informing Investment Community
 Companies send news releases out about milestones
reached, such as sales or profits reaching a certain
threshold. They also announce major events, such as
joint ventures, acquisitions or introductions of new
products. Besides creating general awareness about
the company, the news releases alert the investment
community to what the company is accomplishing.
This can result in increased interest in the company’
stock, if it is a public company, or make it easier for
potential equity partners to find the company, if the
company is private
 Importance of integrated marketing
communication.
 Integrated marketing communications is an
approach to planning communications that
gives your small business the potential to get
better results from your campaigns and
reduce marketing costs. By integrating tools
such as advertising, direct mail, social media,
telemarketing and sales promotion, you
provide clarity, consistency and maximum
communications impact, according to the
American Association of Advertising Agencies’
definition
 Creative Consistency
 In an integrated campaign, the different tools
feature the same creative treatment. By
repeating the headlines, key phrases and
images in each communication, you ensure
that prospects and customers receive
consistent messages each time they see one
of the elements of the campaign. Creative
consistency helps reinforce the basic
campaign themes by increasing the number
of times prospects see or hear the same
message.
 Cost Savings
 Creative consistency in your integrated
campaigns can also save you money. By
using the same images and adapting the
same copy for different media, you reduce
copy-writing, design and photography costs.
If you work with external communications
suppliers, you may be able to reduce agency
fees by working with a single firm that offers
integrated communications services, rather
than separate specialist agencies.
 Customer Preference
 An integrated campaign helps you provide
customers with information in the format they
prefer. Consumers and business customers can
specify if they want to receive product
information via email, direct mail, text message
or telephone. Integration ensures they receive
the same information in all communications. You
can also meet the needs of customers who
search the Internet for product information by
integrating your website design and content with
other communications
 Role of Business communication in
marketing
 Business communication takes many forms.
Companies communicate internal information
between managers or employees, while external
communication is used to inform consumers
about the company’s products. Marketing is an
important function for a new small business.
Entrepreneurs and business owners must inform
consumers about the goods or services they are
offering. Businesses develop marketing
strategies to deliver specific messages to
consumers in the economic marketplace
 Types of Channels
 Business communication in marketing is usually
delivered using a specific communication channel.
Marketing communication channels include television
commercials, radio advertisements, print media ads
and other traditional marketing channels. Information
technology has increased the number of marketing
channels. These channels include websites, email,
chatting, texting and social media networks.
Information technology marketing channels increase
the target markets or demographic groups companies
can reach with business communication messages.
 Strategy
 Marketing communication strategies are divided in
two basic groups: direct and indirect. Businesses use
a direct communication style by comparing their
products to a leading competitor or the industry
standard. This style allows businesses to promote the
benefits of their products and why consumers will
receive satisfaction when purchasing them. Indirect
communication styles present a product’s feature and
allow consumers to make up their own mind about
the benefits of the product. An indirect
communication method may be perceived by
consumers as less adversarial than the direct
method.
 Considerations
 Businesses should carefully consider the
receiving audience of business communication
and marketing. Using a blanket communication
channel or communication style may create
cultural or societal confusion. Demographic
groups usually respond to marketing
communications in different ways. The reception
of marketing messages is often filtered by the
demographic group’s age, race, cultural beliefs or
other factors. Tailoring business communication
in marketing can help companies avoid these
negative situations.
 Hiring an Agency
 Using a professional marketing agency can help
companies develop effective business
communication in marketing. These agencies
usually have copious amounts of resources
regarding economic markets, consumer demand
and behavior and other information pertinent to
creating marketing strategies. Small business
owners may also develop a professional
relationship with independent marketing
representatives who can provide key insight on
business communication and marketing
strategies using several different communication
channels.

Marketing Communication

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The Importance of

Marketing & Communication

For consumers to buy from the company, they first

Companies use communication strategies to

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