What is Marketing Communication? Process, 7Ps, Key Roles, Medium, And How to Implement | PDF Inside

August 26, 2024 Sushanta Maiti

Marketing communication is all around us. From the billboards we pass on our daily commute to the ads that pop up on our social media feeds. But what exactly is marketing communication, and why is it so crucial in today’s world?

Marketing communication is the process of building and maintaining relationships with customers through various channels. It involves conveying information about a product or service to potential and existing customers, with the goal of influencing their thoughts, feelings, and behaviors.

What you are going to learn?

Key Roles of Marketing Communication

The role of marketing communication in a business is crucial for its success. It serves as the bridge between a business and its target audience, helping to build awareness, generate interest, and drive sales. Here are some of the key roles it plays:

Building Brand Awareness: Marketing communication helps to create and maintain a strong brand identity, ensuring that customers recognize and remember a company’s products or services.
Generating Leads: By effectively communicating the value proposition of a business, marketing communication can attract potential customers and generate leads for sales teams.
Driving Sales: Through persuasive messaging and targeted campaigns, marketing communication can influence purchasing decisions and drive sales.
Building Customer Relationships: By fostering two-way communication and providing excellent customer service, marketing communication can help build strong relationships with customers and encourage loyalty.
Managing Reputation: Effective marketing communication can help to manage a company’s reputation by addressing negative feedback, promoting positive experiences, and building trust with customers.
Differentiating from Competitors: By highlighting unique selling points and positioning a business effectively, marketing communication can help it stand out from competitors and attract customers.
Adapting to Market Changes: Marketing communication allows businesses to adapt to changing market conditions, consumer preferences, and technological advancements.

7 Ps of Marketing Communication

The 7 Ps of marketing communication is a framework used to plan and execute effective marketing strategies. It provides a comprehensive approach to ensure that all elements of a marketing campaign are aligned and working together towards achieving desired objectives.

The 7 Ps are:

Product: This refers to the product or service being offered. It includes the physical attributes, features, benefits, and packaging.
Price: This is the amount a customer pays for the product or service. It involves pricing strategies, discounts, and payment terms.
Place: This refers to the distribution channels used to reach the target market. It includes physical stores, online platforms, and intermediaries.
Promotion: This is the communication activities used to promote the product or service. It includes advertising, public relations, sales promotions, personal selling, social media marketing, and content marketing.
People: This refers to the people involved in delivering the product or service. It includes employees, sales representatives, and customer service personnel.
Process: This is the sequence of steps involved in delivering the product or service. It includes the customer experience, order fulfillment, and after-sales support.
Physical Evidence: This refers to the tangible elements of the product or service. It includes the packaging, store layout, and the overall customer experience.

The Process of Marketing Communication

Marketing communication is a strategic process that involves planning, creating, and delivering messages to target audiences. The goal is to influence their thoughts, feelings, and behaviors towards a brand, product, or service. Here’s a breakdown of the key steps:

1. Market Research and Analysis:

Understanding the Target Audience: Identifying the specific demographics, psychographics, and behaviors of the target market.
Competitive Analysis: Assessing the marketing strategies and positioning of competitors.
Market Trends: Identifying current trends and emerging opportunities in the industry.

2. Setting Marketing Objectives:

Defining Goals: Clearly stating what the marketing communication aims to achieve, such as increasing brand awareness, generating leads, or boosting sales.
Setting KPIs: Establishing measurable metrics to track the success of the campaign, such as website traffic, social media engagement, or return on investment.

3. Developing Marketing Strategy:

Creating a Brand Identity: Developing a consistent and memorable brand image.
Selecting Marketing Channels: Choosing the most effective channels to reach the target audience, such as advertising, public relations, social media, or content marketing.
Crafting a Message: Developing compelling and persuasive messages that resonate with the target audience.

4. Creating Marketing Materials:

Designing Visuals: Creating visually appealing materials, such as logos, advertisements, and social media graphics.
Writing Copy: Developing engaging and persuasive written content for advertisements, website copy, and social media posts.

5. Implementing Marketing Campaign:

Scheduling Activities: Planning and executing marketing activities according to a timeline.
Allocating Budget: Allocating resources to different marketing channels and activities.
Monitoring and Evaluation: Tracking the performance of the campaign and making adjustments as needed.

6. Measuring and Analyzing Results:

Collecting Data: Gathering data on campaign performance, such as website traffic, social media engagement, and sales figures.
Analyzing Results: Evaluating the effectiveness of the campaign against the set objectives.
Drawing Insights: Identifying key learnings and areas for improvement.

7. Refining and Optimizing:

Making Adjustments: Modifying the marketing strategy based on the results and insights gathered.
Iterating: Continuously refining and improving the marketing approach to achieve better outcomes.

By following this process, businesses can effectively communicate their brand message, build relationships with customers, and achieve their marketing goals.

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Mediums of Marketing Communication

Marketing communication relies on various mediums to reach its target audience. Here are some of the most common ones:

Traditional Media

Print: Newspapers, magazines, billboards
Broadcast: Television, radio
Direct Mail: Flyers, catalogs, postcards

Digital Media

Search Engine Marketing (SEM): Paid search ads on platforms like Google Search
Social Media Marketing (SMM): Utilizing platforms like Facebook, Instagram, Twitter, and LinkedIn
Content Marketing: Creating and sharing valuable content to attract and engage an audience
Email Marketing: Sending targeted email campaigns to a list of subscribers
Pay-Per-Click (PPC) Advertising: Ads that appear on websites and search engine results pages
Display Advertising: Banner ads on websites
Mobile Marketing: SMS, MMS, and mobile apps

Public Relations

Press Releases: Official statements issued to the media
Media Relations: Building relationships with journalists and media outlets
Events and Sponsorships: Organizing or participating in events to increase brand visibility

Personal Selling

Sales Representatives: Face-to-face interactions with potential customers
Telemarketing: Sales conducted over the phone

Experiential Marketing

Pop-up Shops: Temporary retail stores
Sampling: Offering free samples of products
Events and Exhibitions: Participating in industry events

Other Channels

Influencer Marketing: Collaborating with influencers to promote products or services
Guerilla Marketing: Unconventional and often surprising marketing tactics
Product Placement: Featuring products in movies, TV shows, or other media

The choice of medium depends on factors such as the target audience, budget, desired outcomes, and the nature of the product or service. A successful marketing campaign often involves a combination of these mediums to maximize reach and impact.

Developing Marketing Communication Skills

To excel in marketing communication, it’s essential to cultivate a combination of technical skills and soft skills. Here are some strategies to enhance your abilities:

Technical Skills:

Learn Marketing Fundamentals: Understand the core concepts of marketing, including target audience analysis, market research, brand development, and campaign planning.
Master Digital Marketing: Gain proficiency in digital marketing tools and platforms, such as social media, search engine optimization (SEO), pay-per-click (PPC) advertising, and content management systems.
Develop Creative Thinking: Enhance your ability to generate innovative ideas and create compelling marketing materials.
Study Copywriting: Learn the art of writing persuasive and engaging copy for advertisements, website content, and social media posts.
Learn Design Basics: Understand the principles of design to create visually appealing materials that resonate with your audience.
Stay Updated on Trends: Keep up with the latest marketing trends, technologies, and industry best practices.

Soft Skills:

Strong Communication: Develop excellent verbal and written communication skills to effectively convey messages and build relationships.
Persuasion: Learn how to persuade others and influence their opinions.
Creativity: Foster your creativity to come up with unique and memorable marketing ideas.
Problem-Solving: Develop problem-solving skills to overcome challenges and find effective solutions.
Adaptability: Be open to change and able to adapt to new situations and technologies.
Collaboration: Work effectively with teams and collaborate with colleagues from different departments.
Customer Focus: Understand the needs and preferences of your target audience and prioritize their satisfaction.

Practical Experience:

Internships and Volunteer Work: Gain hands-on experience in marketing roles.
Personal Projects: Start your own marketing projects or create a personal brand to practice your skills.
Online Courses and Certifications: Enroll in online courses or obtain certifications in marketing or related fields.
Networking: Connect with other marketing professionals and industry experts to learn from their experiences.

Crafting an Effective Marketing Message

A well-crafted marketing message is essential for capturing the attention of your target audience and driving them to take action. Here are some key strategies to consider:

1. Know Your Audience:

Understand their needs and desires: What problems are they trying to solve? What do they want to achieve?
Identify their pain points: What challenges or frustrations do they face?
Determine their preferences: What kind of messaging resonates with them?

2. Define Your Unique Selling Proposition (USP):

Identify what sets your product or service apart: What makes it unique or superior to competitors?
Clearly articulate the benefits: How does your product or service solve your audience’s problems or improve their lives?

3. Keep It Simple:

Avoid jargon and technical terms: Use clear and concise language that your audience can easily understand.
Focus on key benefits: Highlight the most important advantages of your product or service.

4. Create a Strong Call to Action (CTA):

Tell your audience what you want them to do: Whether it’s making a purchase, signing up for a newsletter, or visiting your website, be clear and direct.
Make the CTA easy to find and follow: Place it prominently in your marketing materials.

5. Use Storytelling:

Connect with your audience on an emotional level: Share stories that resonate with their experiences and values.
Create a memorable impression: A well-told story can help your message stand out.

6. Test and Refine:

A/B testing: Experiment with different versions of your message to see what works best.
Gather feedback: Ask your target audience for their opinions and suggestions.

7. Be Consistent:

Maintain a consistent brand voice and messaging: Ensure that all your marketing materials align with your brand identity.

Example:

Product: A new eco-friendly smartphone Target Audience: Environmentally conscious consumers USP: Sustainable materials, long battery life, and support for charitable causes Message: “Our new smartphone is designed for a greener planet. Enjoy exceptional performance, a long-lasting battery, and the satisfaction of knowing you’re making a positive impact on the environment.”

Measuring Marketing Communication ROI

Measuring the return on investment (ROI) of marketing communication is crucial for understanding the effectiveness of your campaigns and making data-driven decisions. Here are some key metrics and methods to consider:

Traditional Metrics:

Sales: Track increases in sales directly attributed to marketing efforts.
Market Share: Measure changes in market share over time.
Customer Acquisition Cost (CAC): Calculate the cost of acquiring a new customer.
Customer Lifetime Value (CLTV): Estimate the total revenue a customer will generate over their lifetime.

Digital Metrics:

Website Traffic: Monitor website visits, page views, and bounce rate.
Social Media Engagement: Track likes, shares, comments, and followers.
Email Open Rates and Click-Through Rates: Measure how many people open and click on your emails.
Conversion Rates: Calculate the percentage of website visitors who take a desired action (e.g., making a purchase).

Specific Metrics for Different Marketing Channels:

Advertising: Track cost per impression (CPI), cost per click (CPC), and click-through rate (CTR).
Public Relations: Monitor media coverage, press mentions, and sentiment analysis.
Sales Promotions: Measure redemption rates, sales lift, and incremental revenue.
Personal Selling: Track sales quotas, conversion rates, and customer satisfaction.
Social Media: Measure engagement metrics, follower growth, and website traffic from social media.
Content Marketing: Track website traffic, lead generation, and social media shares.

Calculation Methods:

Simple ROI: Calculate ROI as (Revenue – Cost) / Cost.
Attribution Modeling: Determine which marketing channels contributed most to a sale or conversion.
A/B Testing: Compare the performance of different marketing campaigns to identify what works best.

Challenges and Considerations:

Attribution Complexity: Assigning credit to specific marketing channels can be challenging, especially in multi-channel campaigns.
Long-Term Effects: Some marketing efforts may have long-term effects on brand awareness and customer loyalty, making it difficult to measure immediate ROI.
Qualitative Factors: Consider qualitative factors such as brand reputation and customer satisfaction, which may not be directly quantifiable.