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As it's already known, Marketing or Marketing Communication is the business discipline that deals with detecting a customer or consumer need or want and transform it to the company's products, services or brands which bilaterally solution and profitable for both side in short or long-term. Doing marketing communication is doing marketing but can we say that doing marketing also is doing marketing communication?
Marketing is simply, create and communicate, deliver value, at target profit.
So you create a product, communicate it benefits, facilitate the sales and satisfactory exchange, with a price that's satisfactory to all parties, relevant to your cost, and benefits customer receive (or perceive).
So, marketing mix is (product, price, place, promotion).
Promotion (communication) is one element of marketing mix.
By itself, we have communication mix, which are its tools like sales, advertising, online marketing, and other traditional and untraditional ways to communicate the (feature – benefits – value) of a product or service.
Dear Chehou,
My experience has taught me that when there is a departmental differentiation as you have, the roles are as follows:
Marketing: Develops marketing plans, strategies, tactics. Determines target markets, segments. Determines overall message/offer for product(s). Calculates desired response rates, ROI, guages the effectivenss of the marketing effort and compares against desired goal.
MarCom: Implimentation of Marketing strategies and tactics. Production and creative. Makes the tactics tangible. Handles the design, printing and distribution/mailing of "the brochure" or DM piece. Produces TV/Radio. Works with vendors/outsources work. Works with internal/external Web designers to design/launch on-line marketing efforts.
Example: Marketing says they want to market product Z and reach target X with Direct Mail and TV driving to Web site over timeframe Y. They want to segment target X into1X,2X and3X and utilize message A, B and C, respectively. Marketing will have calculated expected response rates and returns.
Marcom makes it all happen, checking along the way with marketing that they are on target creatively with offer and message strategies. Marcom becomes like an ad agency, but they don't do the upfront work. Marketing is the client.
Hope this helps.
Hany Sewilam AbdelHamid
Head of Business Development
Marketing communications is in fact a subset to Marketing.
If you have a product or service, your aim is to create a customer base for it and revenue from it. When you think of marketing the product, you need to think of its features and USPs (unique selling propositions) that makes it marketable. You then need to have market intelligence to know your market - prospects, competitors, their prices, propositions and positioning to understand where you want to target. Then you formulate your marketing strategy which also includes marketing communications. For e.g. you might strategize to reach the market through distributors, so that is your target segment to which you need to reach and to whom you need to make your product most appealing (with price, package, availability, features). Then you set your marketing communication channels may be events, roadshows, advertisements, newsletters, mail campaigns, directory listing, seminars, casestudies through which you reach out to your target segment. Marketing doesn’t stop here and it continues during and post sales to ensure customer retention with good customer experience.
hi chehou,
marketing involves the planning & strategy to take the product to the target group,while marcom involves how the product is perceived by the consumer.
for ex) if the marketing strategy is to target expatriates, then marcom involves creating the perception in the expatriates mind, the language/tone/visuals etc which will pull the consumer towards the brand/service. all the best
Marketing is the business discipline that deals with sending messages to the marketplace about companies and their brands. The term "marketing" encompasses the entire range of marketing activities, of which there are multiple facets.
Marketing communication refers to the specific elements of the marketing function that deal directly with communication with customers. Marketing communications are designed to inform the public about products and services, remind them about aging products, persuade them to try something new or convince them of their need or as-yet-unknown desire to make a purchase. Marketing communications go a step further than other marketing activities to make customers feel personally engaged with companies' brands.
Mr. Chehou Oussoumanou,
I am sure the world knows the functions of Marketing however Marketing Communications has been derived neiche cut out from marketing the general functions
Marketing Communications as the name suggests takes care of all the required Marketing related communications that would start from taking up the need to communicate (Advertise/ PR) do its needed background research suggest the management what to communicate? how to communicate? when to communicate? what would be its cost (Budgeting) on getting its approval liase with respective agencies/ vendors to execute the activity, ensure the proper execution and finally measure the effectivity on the campaign.
Marketing Communications has become a specialised area of work due to huge competition and the attempt to ensure consumers attention on the product
MARKETING COMMUNICATION, Marketing communication is created to influence focus consumers to purchase a paticular product offered by company.
Marketing is the main target, main container fro which other comunications go further to catch and achieve the main target of the marketing policies
In clear wrds : agree to all friends above in this forum at bayt.com . With an add on Marketing & Marketing Communication are like heart & body which can never be detached-yet cant be linked because one is a part of direct marketing services & other is a part to create demand by advertising as its key role feature . So, marketing is sales / customer service : to convert the demand into profit for the company.
Its communication tools used by advertising / publicity dept to create a buzz around the product & thereby creating a demand .
Marketing is preparing people to buy. Marketing is researching, analyzing, planning, executing and measuring all activities related to acquiring customers for your products and services. Marketing includes public relations, Advertising, Social Media, Promotions and communications.
Communications is the messaging that promotes your marketing strategies. Communications is how you deliver your marketing ideas to consumers. Communication is about consistent messaging of your business across all channels. Communication needs to be consistent across on line relationships, Event management, printed materials, corporate design and internal relationship.
