What is marketing communication?

What does it mean

Marketing Communication is the systematic management of brand communication towards its target groups. Its aim is to build awareness, trust, relationships with customers, and support sales.

It's not just about promoting a product. Marketing communication includes all forms of brand contact with the customer – from advertising, through social media, PR, emailing to content on the web.

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Marketing Communication: What is it and why is it important?

Marketing communication is a tool through which a brand influences the perception of its value in the market. It helps to:

• increase brand awareness,
  
• explain the benefits of a product or service,
  
• differentiate from the competition,
  
• support purchasing decisions.
  
  

Without managed communication, a brand can exist, but its message is inconsistent and less effective. Strategic marketing communication ensures that all channels and outputs are directed towards the same goal.

Marketing Communication and Advertising: What is the difference?

The terms marketing communication and advertising are often confused, but they are not identical.

Advertising is a paid form of promotion – for example, PPC campaigns, banner ads, or TV spots.

Marketing communication is a broader term. In addition to advertising, it also includes:

• PR and media outputs,
  
• content marketing,
  
• email marketing,
  
• social networks,
  
• events or internal brand communication.
  
  

Advertising is thus one of the tools of marketing communication, not its synonym.

Main Tools and Goals of Modern Marketing Communication

Modern marketing communication works with a combination of online and offline channels. The main tools include:

• digital advertising (PPC, social ads),
  
• content marketing,
  
• SEO,
  
• email marketing,
  
• influencer marketing,
  
• PR and brand building.
  
  

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The goals of marketing communication may vary depending on the phase of the business, but most often they are:

• building brand awareness,
  
• generating demand and sales,
  
• building customer loyalty,
  
• strengthening trust and reputation.
  

Effective marketing communication is always strategic, consistent, and measurable.

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