Marketing Communications (MarCom) is, “the messages and the media/communication channels you use to communicate with your key audiences.” It is also known as the “Promotion” part of the 4 P’s of marketing (Product, Placement, Promotion, Placement).
The purpose of MarCom is to promote specific messaging to key audiences in order for the intended audience to take the desired action that you’re seeking.
What does a Marketing Communications Specialist do, typically?
- Analyze the Purpose of the Marketing Communications Positioning
- Conduct Research & Evaluate Key Audiences
- Determine the Strategy, Tactics, Channels, & Budgets
- Create Promotions Materials
- Measure the Response & Optimize
3 Common Marketing Communications Misconceptions
The Focus Should Be on the Company
Marketing Communications is not about the company – it’s about the customer. The best MarCom professionals are those who can think like the customer.
MarCom Is Only External
There are many types of MarCom professionals – that includes those who specialize in working with external and/or internal audiences. Internal employees are also an audience segment that plays a significant role in branding. Therefore, MarCom plans need to address both external and internal audiences as needed.
MarCom Is About Advertising
Although advertising is one important part of Marketing Communications, it should not be the only tactic used. MarCom is all about utilizing a multi-channel approach and ensuring that the channels used are also the ones that your audience uses.
Important metrics for a Marketing Communications Specialist
- Company KPIs (Key Performance Indicators)
- Brand Awareness
- Conversion Rates
- Open rates (email)
- Page views per article
- Social media shares/likes
