What is Marketing Communications or Marcom?

You read so many buzzwords on the internet nowadays and probably more recently—Marcom or marketing communications. In a nutshell, every brand’s various marketing types are under the umbrella of marketing communications. Some factors that define excellent marketing communications are messaging, strategy, and graphics. 

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Meanwhile, let’s dig deeper into what marcom is and why it benefits your business. 

What is marketing communications or marcom? 

Marketing communication pertains to the media and messaging brands use to deliver their message to their target audience. It utilizes various digital marketing strategies to connect with target audiences. A brand may embark on marcom to increase sales, improve followership, enhance engagement, etc. Marcom is subdivided into various types, and selecting the best advertising method depends on the marketing communications goal. 

Marketing communications refer to both digital and traditional advertising. Traditional advertising could include television, radio, or print. Meanwhile, digital advertising involves email marketing, social media marketing, PR, PPC, SEO, and more. 

Brand positioning

Your product defines marketing communications, what it offers, and how it benefits the target audience. For Marcom to work, brand positioning is crucial to differentiate your business. How you position your brand will make or break your entire marcom strategy. 

When thinking about brand positioning, the primary question you must consider is: What does your company do? People can make up ideas and opinions about a brand if the company isn’t clear about its product and what they do. And this is where brand positioning comes in. 

What is brand positioning? 

Brand positioning pertains to brands offering a unique value to its customers. The value pertains to what benefits the customers get from your company’s products. Brand positioning refers to how a target audience perceives a brand relative to its competitors. It involves establishing a distinct and desirable space in the market that makes a specific brand distinct.

Effective brand positioning helps create a unique identity and communicates the brand’s value proposition to consumers. This perception is influenced by various elements, including the brand’s messaging, imagery, product quality, and overall marketing strategy. 

Key components of brand positioning

Identifying the critical components of brand positioning is essential in effective marketing communications. Knowing what sets your brand or product apart from the competitors is a way to reel in more customers. Here are some factors to consider when positioning your brand in the market. 

• USP (Unique selling proposition): A brand’s USP is the distinctive feature or benefit that sets it apart from competitors. It answers the question: “Why should customers choose this brand over others?”
• Brand promise: The brand promise refers to a commitment to delivering a specific value or benefit to customers. It establishes expectations and fosters trust between the brand and its audience.
• Brand personality: Brands often adopt a personality or set of human-like characteristics to connect with consumers more emotionally. This can influence how the brand is perceived and remembered.
• Market position: Understanding the competitive landscape and where the brand stands about competitors is crucial. This helps identify opportunities to differentiate and occupy a unique space in the market.
• Perceptual mapping: This visual representation helps marketers understand how their brand is seen compared to competitors based on specific attributes. It aids in identifying areas for improvement and differentiation.
• Consistent messaging: Maintaining consistent messaging across various touchpoints, including advertising, social media, and packaging, helps strenghten the desired brand positioning in your customers’ minds.
• Quality and experience: The quality of the product or service and the overall customer experience contribute significantly to brand positioning. Consistently delivering on promises builds trust and reinforces the brand’s position.
• Price positioning: The pricing strategy adopted by a brand can influence its position in the market. Brands may offer premium quality, value for money, or catering to a specific price segment.
• Credibility and trust: Building trust with the target audience is essential. This can be achieved through clear communication, reliable delivery of promise, and maintaining a positive reputation.

What are marketing communications objectives?

Your goal as a company is to have considerable revenue at the end of the day. However, this process needs a well-thought-out strategy to bring customers from awareness to understanding and finally to interest in buying your product. These are the three marketing communications objectives:

• Awareness: Firstly, your marketing team strives to let your target audience know about your product. This can be done through blogs, tutorial videos, or flyers. A marketing communications team uses different channels to create awareness, including advertising, public relations, and direct marketing.
• Understanding: The next goal of marketing communications is to ensure the target audience fully understands what it is and what it does. They accomplish this with a clear brand and message.
• Interest: Now that the audience is aware of the company’s product or service and understands it, marketing communications team can generate interest in it. They can do this through effective marketing campaigns that emphasize the product or service’s benefits.

How can graphics help in marketing communications?

Captivating graphics reinforce the messaging that lets your brand personality shine. And we at Penji can imprint a long-lasting message through the efforts of professional graphic designers.

Penji’s efficiency and clear communication throughout the design process will add value to your business. Try requesting a design through Penji’s custom and user-friendly design platform. Use the promo code GETPENJI25 to get 25 percent off!