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Marketing Communications
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Marketing Communications (often referred to as Marcomms and Integrated Marketing Communications) are a range of marketing methodologies that are often bundled together to achieve a specific goal. This is most often used to promote a product/service or brand to its potential customers/the buying public to communicate something to this audience.
There are many aspects of marketing that fall within the umbrella of Marketing Communications. These include:
- Advertising (both offline and online)
- Direct marketing
- PR
- Brand marketing
- Promotion
- Packaging
- Sales
A Marketing Communications initiative can range from the simple to the complex. It could, for example, simply involve a press release communicating an item of news about a product. Or it could be part of a more in-depth marketing strategy for a product launch and incorporate all of the packaging, promotion, advertising and a direct mail campaign from product conception through to the eventual buying process. In this case the entire Marcomms strategy would be inter-linked and would involve in-depth planning to ensure that that right message was put across on a consistent basis at the right time. The aim here generally, as its name suggests, is to communicate something to a given audience at some point during the product/service purchasing process.
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