Understanding of marketing communication, purpose, function and strategy

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Understanding of marketing communication, purpose, function and strategy

Understanding of marketing communication purpose function and strategy

Marketing communication allows small businesses to develop roads to reach out and interact with customers. Maintaining communication connections creates a way to promote products and services and build brand awareness.

Every form of contact you have with customers is increasingly building your relationship, which can generate greater overall income and business security.

In this article we will discuss the understanding of marketing communication, the purpose of the function and strategy to make your business more successful:

Understanding Marketing Communication

In essence, the definition of marketing communication is a strategy where you convey certain messages to your target consumers through different media.

Let’s describe three core elements in an integrated strategy:

  • Message: What you want to say
  • The target: with whom you talk
  • Media: What channels do you use

In order for your marketing communication strategy to succeed, the three elements must complement each other. The Public Relations Team or Public Relations (PR) is usually responsible for the company’s marketing communication strategy because it is included in the promotion category in 4P marketing.

However, often marketing and communication departments are seen as two separate entities, which can make the disconnection between messages and media. This can cause confusion – or worse, insufficiency on the consumer.

You have to make all messaging, brand imaging, advertising, and your sales promotion consistently for consumers throughout the channel, and this requires your organization’s department to work together.

Aligning your team members with integrated marketing and communication plans you can help you achieve this type of collaboration.

Marketing Communication Destination


Marketing communication connects your small business with your customers. Whether it’s communicating through the information bulletin or through the social media forum where you exchange ideas, communication facilities keep you connected with consumers. This helps you build your business, build a sense of trust and intimacy, and encourage repetitive businesses and references.


You can request feedback from your customers through marketing communication tools such as surveys, questionnaires, and focus groups.

Requesting customer input makes consumers feel invested in your business, because you show them that their opinions are important. The input you receive can help you improve service, distinguish product lines, and serve your customers’ needs better.


Marketing communication tools can help you educate customers about your company’s products and services. For example, a website demonstration based on website or video instructions is a form of marketing communication designed to familiarize consumers with your product.

You can also establish your business as an authority through marketing communication facilities. For example, dedicate web pages for factoids or Q & A about your business or industry.


Each type of marketing communication that you produce and distribute serves to strengthen the company’s brand. Branding builds your business and services in the minds of consumers and can help increase customer loyalty.

This is most effective if the message and image imaging brand remains consistent through all marketing, advertising, and promotion materials.


Effective marketing communication helps you increase the level of customer service. You can use email explosions and direct mail campaigns to distribute discount coupons and initial sales advertisements.

Interactive blogs lets you answer customer questions, distribute information, and notify customers about events in your company.


The final target of marketing communication is to increase the sale of your company’s products and services. When you keep in touch with customers, treat them as valuable assets and invite feedback, you build the foundation for profitable long-term relationships. This can lead to repeat business, increased business and reference business from satisfied consumers.

Marketing Communication Function on Business

1. Build brand trust

From a consumer perspective, it is easier to trust the brand that “speaks” to them consistently. So to build trust between your audience, remember to communicate a brand message that is consistent on all of your platforms.

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Hear conflicting information or have a disconnected brand experience, not suitable for the audience.

Part of your strategy may also require reaching journalists to help tell your story. By utilizing the trust of a journalist or a certain publication, you can build consumer confidence through this kind of positive association.

2. Reach the right audience

From magazines to billboards, radio to social media, a list of media that you can reach consumers today is very broad. And with so many channels and platforms available, the challenge for the current PR team is to identify the most reasonable media.

Understanding your audience is an important part of this process. Before investing in a TV or advertorial advertising magazine, you must ensure that your audience watch certain TV channels or subscribe to the magazine.

To collect this kind of information about your target audience, you need to do market research. Surveys, focus groups, and interviews are just a few ways to collect this important customer insight.

3. Reach the ROI positive

Marketing communication involves getting consumer attention and persuading them to interact with you. But the final goal is usually not just interaction, this is sales.

When the Public Relations Team develops a strategy around a particular sales promotion, the aim is to increase product sales or services.

Measuring this type of traditional or digital marketing efforts have become a challenge for the marketing team in the past, but public relations reporting tools and social media available today can help you track, analyze, and prove the value of your efforts in the meeting room.

After you deliver your brand message to the right target audience in the right channel, you will see positive results.

Separate departments may not help your homework and marketing department maximize ROI from your marketing communication strategy. Instead, businesses need to feel comfortable with an integrated department to have a strategic and competitive advantage in the industry.

How is the effective marketing communication strategy to meet your business goals

Now after you have an understanding of understanding, function and purpose of marketing communication, let’s answer the question “How do you create an effective marketing communication strategy?”. One of them is by integrating all. But furthermore, you can read the following best strategies:

1. Get a better understanding of your target audience

You cannot sell products or services if you do not know who you sell, and at the same time, you cannot create an effective marketing communication strategy without knowing who your target audience is.

Whether it’s through digital marketing, advertising, or on social media, platforms or media that you use may be different but questions about which customers you want to reach with your message remain the same.

Often, it has an understanding of your customers, and segment them into the persona buyer, will inform which platform you need to communicate with them, and how you can be strategic in delivering the message.

If your service talks about Baby Boomer, you can consider using direct mail or Facebook while marketing to Gen Z means sharing your messages on Twitter and Instagram.

While you get an understanding of who your audience is important not to ignore your existing customer base. Maintaining your current consumers is equally important by getting new consumers.

You still need to communicate and continue to update relevant information about your business, product updates, and incentives that you might give to this consumer.

In essence, your marketing communication strategy needs to ensure that it provides value for your target audience and your current consumers.

Your competitors will compete to get their attention through digital marketing strategies and advertising, media, or their own public relations efforts; Make sure you stay on top of yours.

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2. Creating harmony between your content and channels

We know that “content is king”, which means that the brand message content that you send to your audience is an important component of effective integrated marketing communication strategies.

Your consumers must know what you are selling. Quite clear, right?

And, if you have done research on who your target audience is, then you should be able to create your brand message content that is consistent, just like your brand imaging, on various platforms and channels that you use to communicate with them on.

You can then choose to communicate this message through social media posts, advertisements, emails, or influencer marketing depending on your strategy.

As part of an integrated marketing strategy, understanding the most effective content to speak to your audience is one of the gold keys to ensure this strategy is successful.

For example, if you try to produce a new prospect, you might want to consider content that is on the top of the channel, such as downloading e-books, subscribing to the bulletin, or doing website optimization or SEO.

Or, if you want to change the prospect now this opportunity, you can involve them with the story of customers or testimonials that help their decision making. Whatever it is, the contents of your message must be those who talk directly to them.

3. Make sure you continue to communicate with customers

Now after you understand who your customers are, what platforms to communicate with them and brand messages what you have to convey to them, the next step you need to understand that an effective integrated marketing strategy is a sustainable strategy.

This process requires you, as a business to understand what makes customers buy products or services, and why they have to go to you to meet these needs. In essence, you need to continue to communicate with your customers as individuals.

This is where it is important to familiarize yourself with Journey’s customer journey or costumer, keeping how the trip never really stops and you must have a plan that will meet the needs of customers in every step of the trip.

In the increasingly digital world, customers are not only looking for the next best product or service; They want the experience that accompanies them on this trip and you can achieve it through the integrated strategy you apply.

In this way, if you help customers to receive messages that you provide well, then you can see the results well too.

Organizations that take the time to understand customer trips and their decision-making processes have the ability to increase the effectiveness of their marketing communication strategies by adjusting their brand messages to customers on their way.


Having integrated marketing communication strategies not only helps you to better understand your brand audience and messages, but also help maintain clarity about who your organization is and how to continue talking to your audience.

When marketing and communication are effectively integrated, you are more able to communicate with your audience and begin to see the results of the fulfillment of your business needs and increase profits on business.

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