What do you call the process of communicating or promoting the value of a product?
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Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market. Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more. The complexity of the MarCom topic makes it too broad to cover in one article. This article is one in a series of six that covers the field of marketing communication. The full list of the titles in this series includes:
Marketing communication objectivesMarketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle. Creating preferenceCreating preference is often a longer-term effort that aims at using communication tools to help position your product or company in the minds of the target customer. Positioning and building a brand takes time and requires a certain consistency (not just in the communication efforts themselves, but also in regards to the core elements of product, pricing, and distribution) and therefore represents a significant commitment for the company. Remember, establishing preference by building a brand will impact market share, profitability and even your access to talent—and thus provides long-term value for the company.  Shortening the sales cycleShortening the sales cycle means assisting your sales and channel partners in their efforts to identify, engage and deliver a customer. Understanding the customer’s buying process brings critical insight into how one can shorten the sales cycle. The figure below illustrates the process the buyer goes through when buying a product. Through market research and conversations with salespersons, MarCom staff must identify how they can help speed up the process. In the case of high-tech products, the sales cycle involves considerable amounts of customer education in the early stages of the process. MarCom must focus on creating, packaging and delivering relevant information to the
buyer throughout the buying process in order to meet this education need. In general, the communication techniques employed to shorten the sales cycle are by nature more tactical than those used in building a brand. Nevertheless, your strategy to achieve the two MarCom objectives must be balanced, or the legitimacy of your plan will be questioned if one objective takes priority over the other. You must have close collaboration with sales and customer-facing channel partners in order to get this balance right. The following articles contain more on developing tactical plans:
Read next: Positioning: Creating an image of your product in your target customer’s mindSummary: Marketing communication (MarCom) refers to the messages/media you deploy to communicate with your market and it has two objectives: building product demand/preference and shortening the sales cycle.What is a form of communicating or promoting the value of a product?Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses. Some marketing is done by affiliates on behalf of a company.
What means communicating about the product to the customer?Value communication is when a business tells customers what a product, service or company can do for them. This can be through commercials, social media or email. Learning more about how to communicate value to customers can help you improve your communicative abilities in a professional setting.
What is the action of promoting and selling products or services is called?Dictionary.com defines marketing as, "the action or business of promoting and selling products or services, including market research and advertising."
What is the value of communication?In our personal lives, communication is essential for building and maintaining relationships. It allows us to connect with others, exchange ideas and feelings, and resolve conflicts. Good communication also helps us better understand the people we care about and build closer, more intimate relationships.
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