What is Marketing Communications?
July 9, 2018

If you’ve ever been to a live theatre performance then you know that a major objective of the actors is to engage and interact with their audience. Depending on the genre and needs of the show, their engagement tactics will differ. They may come off the stage and mingle with the audience, they may ask for feedback, or they may simply play off of the audience’s emotional reactions. Ostensibly, the same goes for marketing communications. The primary aim in marketing communications is to interact with the buyers and establish a link of communication so that they respond and, gradually, the company is also able to market its products and services. There are four distinctive subsets when we talk about marketing communications:
- Personal Sales: This is where you may need to hire a salesperson who is highly active and engaging. This is the person who will personally go up to individuals or groups and sell your item(s). This is why the salesperson should have adequate knowledge about your product as well the company that they are working for. They must ensure that the presentation is very attractive and interesting so that more and more people are drawn towards it. Last but not least, they should also be persuasive.
- Sales Promotion: This is a tactic that is used by each and every brand in the world. This means that there are certain coupons handed out or sales are organized. What happens is that you may be able to sell your products for the time being but it is not a long – term solution. In fact, it can be easily copied by your competitors. This means that if your sale is for 45% off the sticker price, then your rival may come up with an offer of 50% off. The key idea here is to make the customers feel that they are at an advantage. However, this does not imply that you will be able to build a base of loyal or ever-lasting customers in this manner.
- Public Relations: The acronym that is most common used for public relations is PR. They make use of tools in the media to ensure that the reputation of a company is maintained in the market. The idea is to ensure good will amongst the masses. This plays a major role in ensuring that the brand name and image are upheld at all times. In times of crisis too, the public relations department is called upon so that they can interact with the masses and ensure that there is no harm to the company. The public relation sector is also charged with the responsibility of organizing interviews, presentations, and press conferences.
- Publicity: This means that you ensure that people get to know about your products and services without having to pay for the medium of advertisement. This means that the launch of a new item may be covered by a news channel, meaning people will be able to view it on their TV screens. Yet, the company may not have to pay the news channel anything.