Marketing communication – the basis of customer relations

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Marketing communication, most often conducted in several fields simultaneously, is the basis for building relationships between a brand and its customers. What exactly is it and what are its main tools? We explain below!

What is marketing communications?

Marketing communication is a process whose purpose is to transmit signals, information and messages to the marketing environment.

Marketing communication is carried out using at least several basic sources and tools.

Properly conducted marketing communication of a company brings with it the achievement of several goals at the same time. Achieved goals allow, among other things, to maintain and increase the brand’s customer base, as well as to receive feedback on its individual target groups.

The most important goals of marketing communication

Since marketing communication is a process conducted most often simultaneously on several levels, its goals may be varied. The basic goal is to provide customers and prospects with specific information. Depending on its type and the way it is presented, it may result in achieving a different result.

Marketing communication allows for increasing brand awareness among regular and potential customers. With the help of appropriate messages, the brand is able to present itself and its product range or services in a much better and broader way. Thanks to this, the customer is able to assess the brand more reliably against the competition. Communication is therefore helpful in this case for both recipients and senders of information.

Marketing communication is essential for new, emerging brands, as well as companies that have been on the market for a long time. New brands can effectively increase their visibility in the industry thanks to it, while existing ones can inform about the most important updates and improvements in the company, e.g. expanding the product range or scope of its services.

Brands use the possibilities of marketing communication to stand out or advertise broadly, but also to respond professionally to all kinds of crisis situations.

Properly and effectively conducted marketing communication is essential for the brand to exist and remain in the minds and memory of its customers. When choosing a specific communication goal, it is very important to remember to select the appropriate channel and the main tools that will allow you to achieve the intended result.

Marketing communication – channels and tools

To distinguish their individual types, it is worth answering the question: what are channels in marketing communication?

In marketing communication, channels can be used to define specific places where you can find information about the brand. Almost every channel has its own specific features that most accurately reach specific groups of prospects.

When describing channels in marketing communication, specialists very often use an apt comparison to television channels. On each of them you can find programs, films and advertisements, but they are differentiated in terms of the recipients who most often choose a given channel.

Therefore, in order to be able to talk about successful marketing communication, special attention should be paid to the proper matching of its channels and tools to the needs, expectations, preferences, as well as the age or gender of its recipients.

One of the most basic divisions of existing channels in marketing communications is their classification into offline channels and online channels.

Offline channels

Offline channels, which have existed for much longer and have been somewhat underestimated in recent years, nevertheless offer considerable opportunities. The speed and scope of reaching customers through them is much smaller than in the case of online channels, but they can be just as direct and effective.

The most important and most frequently used tools in offline marketing communication are:

  • leaflets,
  • posters,
  • billboards,
  • brochures,
  • stands,
  • POS materials.

Interestingly, this list also includes salespeople and brand representatives.

Online channels

The second and currently much more developed channel of communication is online marketing communication. It takes place using a wide range of various tools that can be adapted to both the specific purpose of communication and the group of its recipients.

What’s more, online channels are divided into:

  • Own channels, such as the brand’s website, newsletter, or blog. Thanks to own channels, the company can fully independently manage communication, creating its individual segments and selecting them for recipients.
  • Social media channels, such as the brand’s profile on Facebook, Instagram, or Twitter. Thanks to them, the company is able to publish its own messages and information, but they can be limited from above, and also commented on almost freely by the recipients.
  • Paid and unpaid online channels. These are places that are least dependent on the brand, but where it is possible to place information about it. These include external blogs and websites, as well as internet forums, or pages with opinions and reviews.

The most commonly used tools in online marketing communication are:

  • brand’s website,
  • company blog,
  • brand profiles in social media,
  • newsletter,
  • search engine activities,
  • word of mouth marketing.

Type of marketing communication and its effectiveness

Marketing communication is a unique tool in the hands of the brand and its specialists responsible for customer relations. However, both its skillful and creative management and the correct matching of its channels and tools to the selected goals and target groups are extremely important.

Communication must be conducted in a thoughtful and professional manner, while the needs, requirements and most important characteristics of the target group should be taken into account when selecting its channels and tools.

In this way, by conducting effective and efficient communication in several fields at the same time, we can be sure that it will be helpful in achieving specific goals and will bring the brand closer to achieving success, both commercial, financial and image-related.

Summary

  • Marketing communication is a process that aims to send signals, information and messages to the marketing environment.
  • The most important goals of marketing communication include: providing recipients with specific information, increasing brand awareness and presenting the product range.
  • One of the most basic divisions of existing channels in marketing communication is their classification into offline channels (leaflets, billboards, posters) and online channels (website, newsletter, social media).

Lordson Okpetu

I'm many things rolled into one; I'm an ex-journalist, a content strategist, digital marketer and 'rockstar' direct response copywriter. I've written tons of copies to sell thousands of products and services across diverse industries in Nigeria. In my occasional spare time, I play chess or spend time with my family. I am the Chief Operating Officer of Content Writer, Nigeria.

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