MARKETING COMMUNICATION Meaning and
Definition
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Marketing communication is a broad term that refers to the various strategies and tactics employed by organizations to promote their products, services, or brand to their target audience. It encompasses the entire process of transmitting a message about a company or its offerings, with the aim of influencing consumer behavior and increasing brand awareness, customer engagement, and ultimately, sales.
Marketing communication involves utilizing different channels and tools to disseminate information and create a favorable perception of the company or its products in the minds of consumers. These channels may include advertising, public relations, direct marketing, personal selling, sales promotion, and digital marketing techniques such as social media marketing and content marketing.
The purpose of marketing communication is to develop and maintain a strong, consistent, and positive brand image that resonates with the target market. It involves crafting effective and persuasive messages that communicate the unique value proposition of the product or brand, highlighting its features, benefits, and advantages over competitors.
Effective marketing communication requires a deep understanding of the target audience, their needs, preferences, and behaviors. It involves conducting market research, segmentation, and targeting to tailor messages and select appropriate channels that reach the intended recipients. By engaging and communicating with consumers, marketing communication fosters brand loyalty, enhances customer relationships, and facilitates the buying process.
Furthermore, marketing communication allows organizations to track and evaluate the success of their marketing efforts through various metrics, such as reach, engagement, conversion rates, and return on investment (ROI). This enables companies to refine their communication strategies and constantly improve their marketing activities to achieve desired business objectives.
Etymology of MARKETING COMMUNICATION
The etymology of the word "marketing" can be traced back to the late 15th century, derived from the Latin word "mercatus" which means "trade, commerce". It later evolved to its Old French form "mercatic" and entered the English language as "market" in the early 16th century.
On the other hand, the word "communication" comes from the Latin word "communicatio" which means "imparting, sharing, participation". It was formed from the verb "communicare" meaning "to share, impart, inform, join, or unite".
The combination of these two words, "marketing" and "communication", led to the term "marketing communication" which signifies the act of sharing or imparting information regarding trade, commerce, or marketing activities.
