Marketing Communication: Introduction and Tools
What is Marketing Communication?
Marketing Communication refers to the method that is adopted by many of the companies to deliver messages related to the products and brands they sell, either directly or indirectly to the consumers with the motive of encouraging them to purchase.
In other words, a separate medium adopted by the company to exchange the details of their goods and services with there is known as Marketing Communication.
The method of marketing communication is used by the marketers to produce a brand awareness among the influential customers, which mean that some sort of image is created in the minds of the people which helps them at the time of making a purchase.
Marketing communication helps in giving answers to the following questions:
- What is the use of the product?
- How can the product or good be used?
- Who can use the product rightly?
- Where and when can the product be used?
Objectives of Marketing Communication
- To raise brand awareness
- To change brand perceptions
- To influence purchase intent
- To stimulate trial purchase
- To drive brand switching
Elements of Marketing Communication Mix
Advertising, sales campaigns, events and experiences, public relations and publicity, direct and interactive marketing, personal selling, all are included in marketing communication. All these tools of communication are collectively known as Marketing Communication Mix.
This is an indirect paid method that is used by the organizations to tell their customers about the goods and services through the small screen, radio, print media, online websites etc. Advertising is considered to be one of the most extensively used methods of communication mix in which all the details about the product and services can be connected with a massive audience coverage in a very easy manner.
- Sales Promotion
Several short-term incentives are included in sales promotion in order to persuade the consumers to pledge the purchase of the products. By adopting this method of promoting, the organization gets a chance to retain its existing customers and also attract the new ones. Allowances, discounts, buy-one-get-one schemes, etc. are some of the tools of sales promotion.
- Events and experiences
There are many companies that sponsor events like sports, entertainment, non-profit or community events with the motive of strengthening their brand in the minds of the consumers and further creating a long term association with them. The name of the firm that is sponsoring the event is seen on playground boundaries, player’s jerseys, trophies and awards and also on hoardings etc.
- Public Relations and Publicity
Several companies and firms conduct social activities with the view to create their positive brand image in the market. Some of the common ways of improving public relations, the companies undertake some of the following activities: conducting blood donation camps, planting trees, building public conveniences etc.
- Direct and Interactive Marketing
With the use of technology, the firms communicate directly with potential customers through emails, fax, mobile phones, without the involvement of any third person. On the other hand, interactive marketing has gained popularity as a major marketing tool, in which the customers can interact with the organizations online and get their queries solved.
- Personal Selling
Personal selling is the traditional way of marketing communication in which the salesmen approach the interested customers directly and inform them about the product they deal in. Because it is performed directly, this method is considered to be a reliable one.