Marketing Communications

Marketing communications

Marketing communications (MC, marcom(s), marcomm(s)) uses different marketing channels and tools in combination:^[1] Marketing communication channels focuses on any way a business communicates a message to its desired market, or the market in general. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, promotion and public relations.

MC are made up of the marketing mix which is made up of 4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of 7P's: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service based business.

Background

Marketing communications^[3] falls into various categories relating to marketing to the public, from advertising, promotions, sales, branding and online promotion. It is so spread out and iconic that it has become a favoured term amongst practitioners. It is a symbolic tool that helps organizations interact with their stakeholders in the market, by promoting their goods or services to them. Whenever members of the public interact with an organization, marketing communication has been used. This is a significant process where businesses use to gain success and knowledge on their brand. In order to gain success in marketing both the organization and members of the public must be involved. Businesses cannot operate if they target every market to satisfy their consumer's satisfactions. By targeting audiences who appreciate the organizations marketing program will gain a successful branding. A target audience is a group of people that aimed at by the marketers, delivering them a message of their brand. The target audience will most likely be people who will react to their marketing communications in a positive way.

Marketing communications can fall into the same meaning as advertising. Advertising is the most common marketing term that organizations and even members of the public understand and evaluate, it has come across people at least a number of times in their everyday lives. Advertising is only a small section of marketing communications and is not an alternative term to it. Promotion and marketing communications is difficult to comprehend, therefore considering it as a term that can be similar within each other is more simple. The concept of the marketing communications mix which is a range of tools available to an organizations to deliver a clear and consistent message to their target audiences, thus impacting the businesses performance negatively or positively. It is also commonly called the promotional mix, Crosier (1990) states that all terms have the same meaning in the context of the 4ps. Marketing communications is very similar to marketing in general, similar to comparing advertising to marketing communications. When asking what marketing is, the marketing mix comes to mind and the most common way of describing it is by explaining the 4p's^[1]. Product, price, place and promotion. Price of a product or service can send a message to their target audience. For example, comparing a $10 bag to a $50 bag, the more expensive bag will most likely be a luxury item, more durable than the cheaper one. This is market information that can easily send out a message to all target audiences. The most fundamental part of explains what marketing is using the 4p's is that, it elaborates how promotion is crucial and a significant aspect of what marketing is all about.

Marketing communications and the marketing mix, falls into the category of the marketing plan. The marketing plan is a specific document that outlines current marketing situations. This plan identifies key opportunities and threats, set objectives and develops an action plan to achieve marketing goals. Each section of the 4P's sets its own object, for instance, pricing objective might be to increase sales in a certain geographical market by pricing their own product or service lower than their competitors. This creates a significant change in the market because more people of the target market would aim to do business with your organization than your competitors, because pricing is one of the most significant aspects of marketing that can change the whole market positively and or negatively. Marketing communications presents a marketing strategy to draw the attention of all target audiences. Sending a message about the organizations 4p's can excite their interests and can help create a successful business.

Marketing communications consists of 5 key factors, persuasion and information, objectives, contact points, stakeholders and marketing communication activities. Firstly all marketing communication's goal is to persuade their target audience to change their attitudes and behaviour towards the organization . There are many ways to persuade the target audience. For instance, marketers can provide a valid reasoning and significant facts that can change consumer behaviour significantly. Listening and responding to any questions to the organization can go a long way in the driving success of the organization . From making the target audience feel special and heard of can instantly change their emotions and opinion of the organization. Marketing communication can work without an objective. Generally creating brand awareness, delivering information, educating the market and an advanced positive image for the organization can also persuade the target audience. Contact points must require managing and coordinating a marketing message. Contact points can range from stores where customers are able to physically experience the product and see it for themselves, customer calls where the hotline will be able to help all customers in need and advertisement through television, social media and others. Successful marketing requires that a message at every contact point can persuade any target audience. Stakeholders are anyone in the target market that can influence the purchase of the product or that can create success to the company. Competitors can be important stakeholders for an organization; by two competitors working together can help protect their market shares. Finally, marketing communication activities can send out a message informally by explicitly marking communication programs or informally through the marketing mix. There are two key types of messages marketing communications can deliver, unplanned and planned messages. Planned messages are delivered through, advertising, sales promotion, public relations, direct marketing, personal selling, point of purchase, packaging, specialties, sponsorships, licensing and customer service. Unplanned messages however are all about the company or brand sending out simplicity messages to consumers. Both types of messages are crucial as they bring a unified story to the market.

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