Role of marketing communication in marketing strategy

Marketing Essay

Role of marketing communication in marketing strategy

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Introduction

Marketing communication can be considered as the largest component of the communication mix for the organization which can have multiple objectives such as communicating company values, objectives, products & services to various stakeholders such as consumers, investors and public at large. Communication in simple terms can be understood as the process of establishing relationship with the consumers and this can have direct impact on the marketing strategy framed by the organization. Marketing communication is an important aspect of the organization and helps the organization to define its relationship with the consumer base of the organization. Marketing communication has strategic and long term impact on the marketing strategies of the organization which allows an organization to attain success in the marketing efforts. Marketing communication in present age is linked with the strategic role in the organization wherein its prior role of being a tactical element for promoting any of the elements of marketing mix is not into existence. The present essay would deal with the strategic role of marketing communication in present age organization by offering suitable justification along with key examples from the business domain.

Marketing communication plays a significant role in marketing strategy

Developing a unique product or service matching consumer needs would not ensure success for the business organization these days as the marketing concept in the present age has moved from the production, product, selling, marketing to the societal concepts of marketing. Every marketing tool needs to be designed in such a way that it synchronize with the organizational strategy and strengthen the strategy so as to attain success at marketplace. The role of marketing communication is no exception to this and marketing communication also plays strategic role in order to provide several outcomes for the organization and these outcomes adds to the strategic success of the organization.

Some of the important strategic roles for the marketing communication process include developing strategic vision, creating brand awareness, expressing competitive advantage, fostering goodwill, attracting talent and informing investment community. Marketing communication helps the organization to devise new ways or opportunities through which revenue for the organization can be enhanced. Also it allows the business organization to evolve new markets to which an organization can cater and spread awareness for its products and services so as to develop its consumer base across these markets. This is a strategic function wherein marketing communication would allow organization to capture new marketplaces.

Second strategic function for the marketing communication element is to create the brand awareness for the organization wherein for any organization, the first objective would be to create awareness about its existence so that consumer can consider the organization or brand for purchase. The present age strategic marketing communication does not only have the objective of selling the products but to create the consumer awareness about the organization and purpose of that organization. So, marketing communications are designed in such a way that it reaches to a large number of potential consumers to create their brand awareness. In order to become successful in their motto, business organizations should have clear understanding of the demographic groups which are more likely to become consumers of the organization so that the focused marketing communication can be developed. The focused marketing efforts would also allow business organizations to save upon their marketing expenditure for creating brand awareness. Repetition is being done by the organization in order to expose consumer to the same message so that it can have better impact on the consumer mind and they would consider the products and services of the organization for purchase.  Another key objective of the marketing communication process is to express their competitive advantage to their stakeholders. Expression of competitive advantage is being done by the organization in terms of showing their superiority against their competitor organizations.

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