What is Marketing Communication?

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Marketing communications are an essential part of business strategy. They involve developing messages and actions that promote, position and advertise products, services, brands and business solutions.

Through marketing communications, companies connect with their target audience, creating lasting relationships and driving growth.

Marketing communication (CM) refers to the means by which marketing acts (directly or indirectly) to communicate and remind consumers about the characteristics and functionalities of the product with the clear intention of persuading and convincing the customer to buy, thus also strengthening the company's brand ( KOTLER ; KELLER , 2018).

Marketing Communication Strategies
1. Integrated Marketing Communications (IMC)
CIM is a methodology that aims to align all forms of company communication. It covers the “4 P's of marketing”:

Place (where) : Choice of distribution channels and points of sale.
Price (how much) : Setting competitive prices.
Product (what) : Development and linkedin data presentation of the product or service.
Promotion (offer) : Promotion and advertising strategies.
CIM creates cohesive and effective messages, encouraging consumption and generating profit.

2. Outbound Marketing
Outbound Marketing is traditional marketing or outbound marketing, which includes sales-focused promotion. A strategy that aims to actively attract customers, even if they have not initially requested contact.

The main objective of Outbound Marketing is to bring customers by offering products or services, the strategy is to actively go after the customer, skipping the interest generation processes.

But this approach must be done in a persuasive way, thus requiring advanced training from the professional who will apply this technique. This process normally requires persuasion scripts that are totally focused on conversion.

3. Inbound Marketing
Inbound Marketing or attraction marketing focuses on attracting customers and awakening genuine interest in the products or services offered by companies. This interest is built through quality content produced with the aim of informing and adding knowledge.

This content can be developed in several different formats, videos, texts, in-depth articles, studies, ebooks, infographics, rich materials, etc. In addition, the brand can define the channels where to publish, always thinking about where its target audience is present.

Brands must create relevant content to attract and engage consumers. The focus is on relationships and building trust.

Unlike traditional marketing, inbound marketing tries to attract and retain customers by first raising awareness and then showing how the product or service can solve a problem.

For an inbound marketing strategy to be successful, brands need to understand the doubts, concerns and problems faced by their target audience. Only then will the content produced be able to help answer these questions and position their solution (product or service) as the best solution to these problems.