Marketing communication is a set of actions marketers undertake to deliver their message regarding the product and services they offer to the general public. The main focus is to convince the customers to purchase the product, which can be done directly or indirectly. In simple words, it refers to communication mediums the marketers use to share information about their offerings. Marketers use communication tools and techniques to influence the consumers purchasing decisions and to aware potential customers of their unique offerings. The brand, being an intangible thing, is always created in the mind of the consumers. Therefore marketer’s prime focus is to use different techniques that affect the psychological aspect of the consumer’s mind and build a strong reputation of the company.

Communicating with the customers is not a piece of cake; one mistake can ruin the brand image of consumers. Every audience is different from each other, so we need different methods to reach out to them; hence the segmentation of the public is essential. The identification of the targeted audience will help the marketers to reach out to them more effectively. The various communication methods and tools are used based on the targeted audience, known as the marketing communication mix.

The elements of the marketing communication mix

Marketing communication mix is a combined term used for Advertising, sale promotion, events and experiences, public relationship, direct marketing, interactive marketing, word of mouth, and personal selling.

Advertising: 

Advertising is one of the most widely used forms of communication because it allows the company to simply distribute all of its product and service information to a larger audience. Companies use indirect, paid methods such as television, radio, print media, and online websites. to inform the targeted audience about their products and services The advertising industry is made up of advertising companies, advertising agencies, broadcast media, and a host of people who move away from the client or recipients, such as copywriters, exhibitors, brand managers, researchers, creative creators, and designers. A company that needs advertising to promote themselves. The client provides the agency with information on the brand, its imagery, the ideals and values that underpin it, target segments, etc. The agencies turn the ideas and concepts into graphics, text, layouts, and themes to interact with the user. The commercials go on the broadcast when the client approves them, according to the bookings made by the agency’s media buying section.

Sales Promotion: 

Sales promotions are a type of marketing communication used to boost revenue by offering incentives or added value to distributors, salespeople, or customers over a limited period. Special discounts, exhibitions, demonstrations, and endless marketing efforts that are not part of the standard practice are examples of marketing promotion activities. Companies use various media to communicate sales promotions, including printed items such as posters, coupons, direct mail fragments, billboards; radio and television commercials; and digital media such as messaging, email, websites, and social media.

Events and Experiences: 

Several organizations support events such as sports, entertainment, nonprofits, and community activities to promote their brand in customers’ eyes and develop long-term partnerships. The limits of the stadiums, players’ jerseys, trophies, awards in entertainment programmers, the collection of performers on stage, and so on all represent the name of the corporation sponsoring the event.

Public Relations:

Organizations, people, and associations utilize public relations to develop mutually beneficial relationships with the general public and manage their perception and opinion of the company’s reputation. It allows a company to control the spread of information about their company by establishing a public relations campaign that generates media interest in their products or services and puts them in a unique position to acquire customers without the expense of traditional advertising.

Word-of-Mouth Marketing: 

Word-of-mouth marketing is the most successful technique to organically attract and engage your audience. The primary reason for this is the growth of social media platforms and their influence on billions of global users. Nowadays, if you want to attract customers as a brand, you must spend on your marketing. Therefore, organically reaching out to your audience and encouraging them to your brand has become nearly complicated. Nevertheless, it is one of the most widely practiced methods of communication tool wherein customer share their experiences with their peers and friends about the goods and services they bought recently. This method is crucial for the firms because the brand’s image depends on what the customer feels about the brand and what message he conveys to others.

Personal Selling: 

Personal selling is a conventional way of marketing communication in which salespeople approach potential clients and inform them about the goods and services they offer and order to influence their purchase decision. Because it is done immediately, either verbally or in writing, via emails or text messages, it is considered one of the most dependable ways of communication.