The Art & Science of Marketing Communications

There’s a good chance that you’ve come across the term “marketing communications”, if you work in a reasonably large organization. In our present day and age, most organizations have a division that deals with marketing communications. It is often referred to as corporate communications and product marketing.

Marketing communications is the art and science of communicating information that enables a company to market its products or services better. I know that this definition sounds really simple, but it rarely simple in reality. This is because it conceals more than it reveals. It also makes the role appear to be simple and straightforward. However, in today’s world marketing communications is one of the most complex fields of business.

It is not difficult to fathom the reason for this term’s complexity because it only works in an evolved marketplace. Its complexity depends on how advanced or developed the marketplace itself is. The last promotional e-mail that you got in your inbox is a good example. Promotional emails usually come embedded with action scripts, flash, cookies and a whole lot of other high technology wizardry. This method is the best practices in marketing communications at work.

Your usage patterns are being monitored so that businesses can determine whether you will click on the links in the e-mail. They can further track your activities when you reach the landing page if you click on the links. How long you stay online, which pages you visit, what lengths of time you spend on those pages and which products you are specifically interested in, are patterns that will also be monitored. This information will then be sent back to the centralized server. Adept marketing communications professionals will use the data to structure their next communication to you.

All communication in the present world has moved towards being measurable and marketing communications is no exception. It is proving to be an invaluable tool for the modern day marketer because it is being measurable, traceable and result oriented.