Communication and Marketing - Explained
How is Communications a Part of Marketing Promotion?
Written by J. Mance Gordon
Updated at April 17th, 2024
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What is Communication in Marketing?
Communication is the exchange of meaning between two parties. What's difficult is actually achieving this. As we all may know from our personal relationships, communication can be very complicated. The same is true in the marketing setting.
For one it really doesn't matter what we say or mean. What matters is the meaning that comes across to the other person. (In the case of marketing - the buyer). So, we have to think very carefully about how we communicate.
Noise in Marketing Communications
One challenge to communication is what is called noise. Noise can be literal noise that makes it hard to hear somebody. Or, it can be any other kind of interference or distraction that makes it hard for us to get our message across.
For example, with a billboard where we're trying to communicate to people who are driving on the road, they're paying attention to driving. That creates noise. If there's more traffic, that's another form of noise. All of these things interfere with the message that we're trying to get across.
Who Does the Communicating?
When it comes to marketing communication, we typically think of communication as coming from the seller and to the buyer.
In today's world, however, technology gives the buyer the power to start the communication via social media or email or any other internet-supported technology. Buyers or individuals are often the ones that are initiating either some sort of contact or communication. That changes the way that communication works in today's world.
As such, it is critical for us as sellers to respond to buyer communications. For example, if we're going to have a social media presence, we better be prepared to monitor that presence and respond when customers reach out to us. Otherwise, it can seem like we don't care about them or we're not interested in what they're asking or communicating with them in general.
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