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The Importance of Marketing Communications and Branding

Modern day marketing can take many forms; from traditional newspaper ad's right through to modern, targeted social media ad's and just about everything in between. Marketing and Marketing communications are often separated as into two different areas of activity (especially through education) and for this reason, it can be quite easy to forget that all marketing is in fact a form of communication. In fact, marketing is quintessentially by nature, communication.


Because of this, getting your communication right is of paramount importance. This is not as easy as it used to be though; the digital age has bought marketers countless new ways to communicate with their target audience, the only problem being that it's impossible to reach them all in the same place.

One thing that cannot be stressed enough is that marketing communications must be integrated; the result of doing this is a single brand message across all marketing channels. To do this, all elements of a business must be working together as a unified force rather than many individual sectors.

It used to be the case that mass media was more or less the only way to go in regards to communication, but nowadays people want information instantly, in a location that is convenient to them. For this reason, it is important that as a company you cover as many of these communication 'touch points' as possible.

The first thing to consider in relation to your marketing communications is the need of the stakeholder. This is important because wherever possible you need to tailor your communications to the needs of the particular stakeholder that you are targeting.

The second thing to remember that it is essential to have a plan. Without a plan, integrated marketing communications are near enough pointless as there would be no aims or objectives and the message being delivered may be damaging, contradictive or be pulling consumers in different directions.

If you are worried that your marketing communications may be ineffective, that you are missing a major communications channel or you just want some reassurance, it can be beneficial to undertake a communications audit. Communications audits are designed to pinpoint gaps in your comm's strategy. Once these gaps are highlighted, they are much easier to address Best Insulated Water Bottles and can:

- Help your business' marketing Best Insulated Water Bottles strategy become more effective

- Gain a better strategic position within the marketplace

- Boost revenue.

A communications audit can be performed in house, but where possible it is recommended that the task be outsourced to a specialist agency to ensure that the review is unbiased and that all communications gaps are spotted.

The topic of Marketing Communications is broad and detailed. This article is meant as a brief Best Insulated Water Bottles overview and is not intended to offer a detailed account into separate communications channels.

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