Marketing communication (MarCom) is a critical component of every company’s marketing operations. MarCom refers to all of the communications and mediums that you use to connect with the market. Advertising, direct marketing, branding, packaging, your web presence, printed materials, public relations efforts, sales presentations, sponsorships, trade show appearances, and other forms of marketing communication are all part of marketing communication.

The MarCom issue is too large to discuss in a single article due to its complexity. This is the first of six articles in a series on marketing communication. The complete list of titles in this series is as follows:

What is marketing communication (MarCom)?

• Positioning—discusses the complexities and significance of securing the most appealing position in the minds of your customers.

• Your marketing message—provides a foundation for creating your marketing message throughout the lifespan of technology adoption (TALC).

• Marketing communication for tech startups—describes the procedure and tactics for developing market word-of-mouth marketing.

• Marketing communications: Engaging early adopters of technology products—explains how (and why) you should adapt your message to technology enthusiasts and visionaries.

• Effective market communication over the Chasm and in the Bowling Alley—describes the strategies that will assist you in crossing the Chasm.

Marketing communication has two goals. The first is to generate and maintain demand and interest for the product. Another goal is to minimize the sales cycle.

Developing a preference

Building preference is frequently a long-term activity that seeks to use communication techniques to assist place your product or organization in the thoughts of your target client.

Positioning and establishing a brand takes time and demands consistency (not just in communication efforts, but also in the basic features of the product, price, and distribution), and so constitutes a considerable investment for the firm.

Minimizing the sales cycle

To shorten the sales cycle, you must support your sales and distribution partners in their efforts to acquire, engage, and deliver a customer. Analyzing the buying process of the consumer provides crucial insight into how to reduce the sales cycle.

In general, communication tactics used to shorten the sales cycle are more tactical than those used to create a brand. However, your method for achieving the two MarCom objectives must be balanced; otherwise, the legality of your plan would be called into question if one purpose takes precedence over the other. To achieve this balance, you must work closely with sales and customer-facing channel partners.