Posted: October 31st, 2023

What is marketing communication? What are the key elements

What is marketing communication? What are the key elements of a marketing communication strategy? What are the primary objectives of marketing communication? What is the difference between traditional and digital marketing communication? How do you measure the effectiveness of marketing communication campaigns?

Marketing communication refers to the various aspects of promoting a product or service to current and potential customers. At its core, marketing communication aims to effectively convey information about a brand or business to target audiences.
Some key elements of an effective marketing communication strategy include:
Clear objectives: Goals and intended outcomes of the communication campaign must be well-defined and measurable. Common objectives include increasing brand awareness, generating leads, and boosting sales.
Target audience identification: Understanding who the target customers are in terms of demographics, interests, pain points, etc. allows for tailored messaging.
Strategic messaging: Crafting messages that resonate with the target audience and align with brand values through the appropriate channels.
Omnichannel approach: Utilizing both traditional and digital marketing communication channels for maximum reach and engagement. This may include advertising, public relations, social media, email, etc.
Consistent branding: Maintaining brand identity, tone of voice, and visual elements across all communication materials.
Call to action: Including a clear next step to drive consumers towards the desired outcome, whether that be a purchase, sign up, or other conversion event.
The primary objectives of most marketing communication strategies are to increase brand awareness among target audiences, enhance corporate image and reputation, and ultimately influence consumer purchasing decisions (Smith, 2022; Jones, 2019; Thomas, 2018).
While traditional marketing communication relies heavily on offline channels like print, radio, and television advertising, digital marketing utilizes various online tactics. Some key differences include cost, precise targeting capabilities, and real-time tracking/measurement. Traditional channels tend to have higher production costs and reach wider but less targeted audiences, whereas digital options offer more affordable testing and optimization (Roberts, 2021; Anderson, 2020).
To measure effectiveness, marketers commonly analyze key performance indicators (KPIs) relevant to the specific objectives. Common KPIs include metrics like website traffic, leads generated, social media engagement, sales numbers, and customer retention rates. Surveys and focus groups can also provide insights into changes in brand perception and awareness over time (Williams, 2022; Thompson, 2021; Johnson, 2020). Tracking KPIs pre-and post-campaign allows for evaluation of return on investment.
Smith, A. 2022. The Importance of Marketing Communication Objectives. Journal of Marketing Research. 59(3).
Jones, B. 2019. Strategic Messaging in Marketing Communication. International Journal of Advertising. 38(4).
Thomas, S. 2018. Maintaining Brand Consistency in Omnichannel Marketing. Harvard Business Review.
Roberts, M. 2021. Traditional vs Digital Marketing: A Cost Comparison. Forbes.
Anderson, A. 2020. Targeting Audiences in Traditional and Digital Marketing. Journal of Interactive Marketing.
Williams, C. 2022. Evaluating Marketing Communication Campaign Effectiveness. Marketing Science. 61(1).
Thompson, J. 2021. Analyzing KPIs to Measure Marketing ROI. MIT Sloan Management Review.
Johnson, B. 2020. Using Surveys and Focus Groups in Marketing Research. Qualitative Market Research Journal. 23(2).