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Marketing Communication

What is marketing communication (MarCom)?

May 10, 2021

Marketing Communication or “MarCom “ is a subset of marketing using specific promotional tactics to create and implement an effective marketing strategy that a business should focus on. Marketing Communication refers to the means adopted by businesses to educate, inform, urge, and apprise consumers—directly or indirectly—about their products, solutions, and brands and persuade them to purchase the same.

n simple terms, it represents the voice of a company and its brands that enables it to build relationships with consumers by showcasing how a product works, its use cases, why it is used, who benefits from using them, and its value to the audience.

How marketing communication benefits your company?

  • Create an able and memorable brand image
  • Offer a consistent user experience through effective communication
  • Establish expertise in your industry
  • Staying top of the mind for your consumers

MarCom ( Marketing Communication) offers solutions to the following

  • Why our product or service?
  • What is our product or service?
  • How to use the product?
  • Who can benefit the product?
  • When and Where can be applied? and

Marcom vs. Marketing

Marketing is an activity or the process of creating, communicating, delivering, and exchanging information about a product to their audiences and society at large, however, Marcom refers to the entire gamut of marketing. Including advertising, sales promotion, events, public relations, ATL(above the line) & BTL(below the line) activity, online, mobile, social media, direct, and personal selling.

The Marcom Process

Marcom involves broadcasting, receiving, and processing information. Marcom is the combination of two effective communication tools- 1. Message and 2. Media. Every marketer needs to be firmly attentive to each aspect of the communications process to make sure that the target audience receives a consistent message to extend market share, sales, and brand loyalty. The steps involved in Marcom are:

  1. Identify the target audience
  2. Set communication objectives
  3. Design the Collaterals
  4. Select communication channels
  5. Establish the communication budget

Features of the MARCOM mix

Each Marcom tool is unique and has both pros and cons.

  1. Advertising – Every company conveys a message of their product irrespective of where the target audience lives. It works best for geographically scattered target audiences, or if a particular product feature needs highlighting
  2. Sales promotion – Contests, discounts, lucky draws, coupons, and offers or engaging content will allow target audiences to interact with the brand immediately. It gives them an incentive to use a product and gain knowledge of its benefits.
  3. Events – Clients conduct events with a specific objective, i.e., to learn something new, to network, meet new customers, etc. act as a hunting ground for marketers to reach their target audience efficiently.
  4. Public relations – PR helps marketers reach target audiences who don’t have mass media touchpoints with brand/company/product.
  5. Online and Social Media – It can be used as informational or entertainment-based. However, marketers can distribute content on online and social media platforms quickly and alter its supported responses according to their audience.
  6. Mobile marketing – it can be used as a time-specific location-specific and helps in influencing purchase decisions.
  7. Email marketing – Mails can be personalized for recipients, branded content is often shared, and a call to action can be included to stay them interested.
  8. Personal selling – This helps in the later stages of the buying process and in B2B situations where relationships are meaningful and enables building buyer conviction and requesting a response.

How Marcom is helpful for B2B

B2B marketing communication brings a meaningful relationship between the buyer and clients building buyer conviction and requests a response.

The excellent Marcom strategies for B2B are

  1. Telling excellent success stories to the targeted audience in the B2B world requires a lot of convincing to seek your services, converting the audiences to potential buyers.
  2. Sharing useful content that can be put to use immediately as It is important to produce content that will be of high value for readers by providing articles that can resolve issues faced by consumers of your industry.
  3. Create information and paid ads that can easily go viral. A short, crisp, and engaging video that has always been a hit with all kinds of target audiences will go a long way to ensure your brand’s voice is heard.


Marcom helps your company to build brand equity by creating a perception in the minds of customers, drive revenues, adds value propositions and impact goodwill to your company.

It helps the marketers to promote a brand and position it using effective strategies and marketing mix to create higher sales impact.