Marketing Communication is a fundamental part of a company’s marketing efforts. MarCom can be described as all the messages and media you deploy to communicate with the market. Includes advertising, direct marketing, branding, online presence, printed materials, PR, sales presentations, sponsorships, trade shows, and related activities.
Given the complexity and breadth of MarCom, it’s a topic that cannot be fully covered in a single article. This discussion is part of a series exploring different aspects of marketing communication.
Due to the complexity of MarCom, it’s too broad for one article. This is one of six articles covering marketing communication.
What is marketing communication (MarCom)?
- Positioning—This involves claiming a unique and attractive position in the customer’s mind. Effective positioning differentiates your product from competitors and aligns it with the target market’s needs and preferences.
- Your marketing message—Crafting a compelling marketing message is crucial throughout the technology adoption lifecycle (TALC). Your message should resonate with your audience at each stage, from early adopters to mainstream customers.
- Marketing communication for tech startups—For technology startups, developing word-of-mouth marketing is vital. This involves tailoring messages to tech enthusiasts and visionaries who are often the first to adopt new technology products.
- Focuses on customizing messages for tech enthusiasts and visionaries to effectively reach early adopters of technology products.
- Successful market communication across the Chasm and in the Bowling Alley—explains the tactics that will help you cross the Chasm.
Objectives of Marketing Communication
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
Building preference is about positioning your product or company favorably in the minds of customers over the long term. This involves consistent communication efforts and alignment with core elements such as product quality, pricing, and distribution. Building a strong brand requires time and a sustained commitment, ensuring that all communication tools work synergistically to reinforce the brand’s position.
Key strategies for creating preference include:
- Consistent Branding: Maintain uniformity in branding elements across all communication channels to strengthen brand recognition and loyalty.
- Emotional Connection: Develop an emotional connection with customers through storytelling and relatable brand narratives.
- Customer Engagement: Engage customers through interactive and personalized communication, encouraging feedback and fostering a community around the brand.
Shortening the sales cycle
Shortening the sales cycle means assisting your sales and channel partners in their efforts to identify, engage, and deliver a customer. Understanding the customer’s buying process brings critical insight into how one can shorten the sales cycle.
Key tactics for shortening the sales cycle include:
- Targeted Messaging: Deliver targeted and relevant messages to prospects at different stages of the buying journey to address their specific needs and concerns.
- Sales Enablement: Equip sales teams with the tools, resources, and information they need to effectively engage with prospects and close deals.
- Customer Education: Provide educational content that helps prospects understand the value of your product and how it addresses their pain points.
In general, the communication techniques employed to shorten the sales cycle are more tactical than those used in building a brand. Nevertheless, your strategy to achieve the two MarCom objectives must be balanced, or the legitimacy of your plan will be questioned if one objective takes priority over the other. You must collaborate closely with sales and customer-facing channel partners to get this balance right.
