20 Facts About Marketing communications

Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions.

Advertising is a small but important part of marketing communications; the marketing communications mix is a set of tools that can be used to deliver a clear and consistent message to target audiences.

Marketing communications plan identifies key opportunities, threats, weaknesses, and strengths, sets objectives, and develops an action plan to achieve marketing goals.

External Marketing communications might involve market research questionnaires, office website, guarantees, company annual report and presentations for investors.

Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral.

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Influencer Marketing communications used to be focused on applying celebrity endorsement to help to influence audiences.

Marketing communications argued that in the then-new Internet business environment, clients rather than the marketers usually start the interaction, by actively looking for the information that they need.

Guerrilla Marketing communications is usually a low-cost way of generating buzz through creative or unexpected communication platforms.

Impetus to rethink marketing communications came from a number of environmental changes that were becoming increasingly apparent throughout the mid to late 1980s.

Each of these Marketing communications disciplines was treated as a "silo"; with little thought to the synergies between them, with the result that many different stakeholders involved in presenting the company's external image throughout the breadth and length of a campaign.

The old methods and practices associated with mass Marketing communications were failing to serve the realities of the new era.

The imperative to present a clear, coherent and unified narrative in both internal and external Marketing communications was becoming increasingly apparent by the late 1980s.

Since the mid-1990s, virtually every text-book on the subject of marketing communications has adopted an integrated perspective or has added chapters on IMC in new editions of standard works.

Marketing communications planning framework is a model for the creation of an ICM plan.

Inside–out approach to integrated marketing communications has been criticized as a one sided view point, since it combines the elements of communication and marketing to create a single unified message.

Outside–in approach of integrated marketing communications seeks to understand the needs and wants of the consumer.

Cross-functional planning approach of integrated marketing communications diverges away from the other two categories, it does not center around the concept of marketing promotional elements, instead the focus has shifted toward restructuring the organization to increase a customer-centric environment.

One of the core fundamentals of integrated marketing communications is that the focus aspires toward a customer orientation.

The idea of integrated marketing communications was first raised in 1993 by Don E Schultz, who changed the 4P's concept into the 4C's model.

Developments from integrated marketing communications have evolved into three categories: inside-out approach, outside-in approach and cross-functional strategic approach.