What is the role of communication in marketing?

Answer 1

The Role of Communication in the Marketing Process

Marketing communication is a strategic part of the marketing process and not merely a single part thereof. Communication is the message that is relayed to the customer rather than the nuts and bolts of the technology that delivers it. Communicating with your customers enables you to deliver your message to them so that they will react to it.

Communications Reaches the Consumer

Consumers are affected by the communication a brand has with them. This communication as well as the experience they have adds to the brand's value in the mind of the consumer and builds on their cognitive and emotional ties to a brand.

Think of it this way: communication is the message that is delivered to the client; marketing is the means of getting it there. Therefore, communication is not just a part of the marketing mix but also should be integrated into your customer service process -- from the Accounts Payable department all the way through to your sales staff and even the CEO of your company. It is your message to the customer. The message you wish to communicate with them, your ethos and way of thinking.

Knowing that communication is part of the marketing mix but also your entire company message, you need to think about what that madjadajkhaessage will be and think about it seriously. As an organization you should all be delivering the same message and the same ethos. There is little point being customer friendly and bending over backwards for them on the advertising if the salesperson is harsh and unmovable. There is no point giving guarantees as a salesperson that your customer service team is unable to deliver on.