Define Marketing Communication: Why is it Important?

When it comes to expanding your reach, marketing communication plays an essential role. But what is marketing communication and why is it so important?

In this article, we will delve into the basics of marketing communication, its importance, and how you can use it to your advantage.


Marketing communication is the process of creating and delivering messages that promote a product, service, or brand. It is a key part of any marketing strategy and can be used to reach a wide variety of audiences.

Marketing communication is important because it helps businesses to connect with their customers and build relationships. It can also be used to raise awareness of a product or service and to generate leads and sales.

If you’re planning a marketing campaign, it’s important to carefully consider your communication goals and objectives, and how you can best reach your target audience. With careful planning and execution, marketing communication can be an effective tool for driving business success.

What is Marketing Communication?

Marketing Communication is the function within an organization that plans, creates, and oversees the execution of marketing messages to specific audiences with the goal of achieving specific objectives.

It is important because it helps organizations talk to their customers and prospects in a way that is consistent, on-brand, and drives results.

There are many different channels that can be used for marketing communication, including advertising, public relations, events, direct mail, and digital marketing. The key is to determine which channels will reach your target audience most effectively and then craft a message that resonates with them.

An effective marketing communication plan will take into account all touch-points that a customer has with an organization, from discovery through purchase and beyond. By creating a cohesive message across all channels, you can build trust and credibility with your audience, leading to improved relationships and ultimately increased sales.

Benefits of Implementing an Effective Marketing Communication Strategy

An effective marketing communication strategy can provide numerous benefits for businesses, including increased brand awareness, improved customer relationships, and higher sales volumes.

When developing a marketing communication strategy, businesses should consider their target audience, objectives, and budget. Additionally, an effective marketing communication strategy should be designed to reach the largest audience possible while still being able to deliver a clear message.

Some of the primary benefits of implementing an effective marketing communication strategy include:

  • Increased brand awareness – By reaching a larger audience with your marketing communications, you can increase the overall awareness of your brand. This can lead to improved customer recognition and recall, which can eventually lead to higher sales volumes.
  • Improved customer relationships – Marketing communications can help you build and improve relationships with your customers. By delivering timely and relevant information, you can keep your customers engaged with your business. Additionally, by providing helpful information or assistance, you can create a feeling of goodwill that can lead to long-term customer loyalty.
  • Higher sales volumes – Ultimately, the goal of any marketing communication strategy is to generate more sales for the business. By increasing brand awareness and improving customer relationships, businesses can see a direct impact on their bottom line in the form of higher sales volumes.

Different Types of Marketing Communication

There are many different types of marketing communications, each with its advantages and disadvantages.

The most common types are advertising, public relations, direct marketing, and sales promotion.

  • Advertising is any paid form of non-personal promotion in which the sponsor is identified. It is usually delivered through mass media, such as television, radio, or print.
  • Public relations are activities that create a favorable image for an organization or product. They can include media relations, employee communications, community relations, and investor relations.
  • Direct marketing involves communicating directly with potential customers to generate sales. It can include direct mail, telemarketing, e-mail marketing, and online advertising.
  • Sales promotion is any short-term incentive to encourage the purchase of a product or service. It can include coupons, contests, free samples, and point-of-purchase displays.

How to Create an Effective Marketing Communication Plan

An effective marketing communications plan will help you to get your message across to your target audience in a way that is both effective and efficient. There are a few key elements that you should keep in mind when creating your plan:

Know your audience:

It is important to understand who your target audience is and what their needs and wants are. This will help you to tailor your communications accordingly.

Define your objectives:

What are you hoping to achieve with your marketing communications? Be clear and concise about what you want to achieve, so that you can measure the success of your plan.

Choose the right channels:

There are many different channels that you can use to reach your target audience. Consider which ones will be most effective for reaching your specific goals.

Create engaging content:

Your content should be interesting and relevant to your target audience. Make sure it is also easy to understand and digestible – no one wants to read a wall of text!

Timing is everything:

Make sure you time your communications well so that they coincide with any relevant events or trends happening in your industry or market.

By following these tips, you can create an effective marketing communications plan that will help you reach your goals and connect with your target audience.

Challenges Faced in the Implementation of a Marketing Communication Plan

When it comes to the implementation of a marketing communications plan, there are several challenges that businesses may face.

  • The first challenge is ensuring that all stakeholders are on board with the plan. This means getting buy-in from upper management, as well as from the sales and marketing teams who will be executing the plan.
  • Another challenge is making sure that the budget for the plan is adequate. Marketing communications can be costly, so it’s important to make sure that there is enough money allocated to cover all of the necessary activities.
  • Another potential challenge is ensuring that the plan is properly executed. This means having a clear and concise plan that everyone understands and knows their role in carrying out. There should also be regular check-ins to make sure that everything is on track and that any adjustments need to be made.
  • Finally, one of the biggest challenges faced in marketing communications is measuring its success. This can be difficult to do because there are often many factors at play beyond just the communication itself. However, it’s important to try to identify key metrics that will give you an indication of whether or not the plan is working.

Overall, implementing a marketing communications plan can be a challenging process. However, with proper planning and execution, it can be an incredibly effective way to reach your target audience and drive sales growth.


Marketing communication is a vital component of any successful business. It helps to build relationships with customers, create brand awareness and loyalty, and ultimately drive sales.

For this reason, it’s important for businesses of all sizes to understand how to effectively use marketing communications to achieve their goals.

With the right strategies and techniques in place, businesses can reach even more potential customers and increase their revenue.


What is an example of marketing communication?

Examples of marketing communication include advertising, public relations, direct mail, email campaigns, social media posts, brochures, flyers, and websites.

What are the 8 elements of marketing communication?

The 8 elements of marketing communications are: advertising, public relations, direct marketing, sales promotion, personal selling, digital marketing, event marketing, and sponsorships

What are the 7 steps in effective marketing communication?

The seven steps in effective marketing communications are:
1. Analyzing your audience
2. Setting objectives
3. Identifying the message
4. Choosing the media
5. Creating an effective message
6. Executing the campaign
7. Evaluating the effectiveness of the campaign

What is the nature of marketing communication?

The nature of marketing communication is to inform, persuade, and remind consumers about a product or service. It is also used to build brand awareness and loyalty.

What are the three objectives of marketing communication?

The three objectives of marketing communication are:
1. To inform – communicate factual information about a product or service;
2. To persuade – to influence customers to take a desired action; and
3. To remind – to keep consumers aware of a brand’s presence in the marketplace.

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