Marketing communication overview
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market. This includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Note: The complexity of the MarCom topic makes it too broad to cover in one article. This article is one in a series of six that covers the field of marketing communication. The full list of the titles in this series includes:
Marketing communication overview—outlines the basic marketing communication concepts and provides the foundation for rest of the series Positioning —discusses the ins and outs and importance of claiming the most attractive position in your customer’s mind Marketing message —provides the framework for planning your marketing message throughout the technology adoption lifecycle (TALC) Marketing to influencers and opinion leaders —describes the process and methods to develop word of mouth marketing in the marketplace Market communication in the Early Market —focuses on how (and why) you should tailor your message for technology enthusiasts and visionaries Market communication across the Chasm and in the Bowling Alley —explains the tactics that will help you cross the Chasm
Marketing communication objectives
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle. Creating preference
Creating preference is often a longer-term effort that aims at using communication tools to help position your product or company in the minds of the target customer. Positioning and building a brand takes time and requires a certain consistency (not just in the communication efforts themselves, but...
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