hi- i have seen a job that requires Marcom experience. What does that mean in that context?
- 1 Relevant information
- 2 Marketing communication objectives
Hi There – As previsously stated, “Marcom” is just short for Marketing Communications. To give you and idea of what experience a MarCom person might have, here’s a list… Website design/maintenance, writing press releases, developing sell sheets, designing logos or type treatments, buying and placing advertising, representing the company in interviews, etc., helping the company adhere to branding and corporate identity guidelines, promoting the company in various media, like trade journals, setting up and running tradeshows, putting together sales kits and tools for account managers, and much more.
Basically, a MarCom person is a jack of all trades (if they are experienced) and can handle anything that is thrown their way in order to promote the business. They can either be a person that does everything (like actually design the website) or a person that manages projects – like working WITH a designer for a website. Every company will require something different.
Marketing Communications takes projects from the marketing manager and forms it to the corporate standard and using designers and technical writers to create the finished piece.
It is short for Marketing Communications (the first 3 words of each)
Marketing communications. How to use various methods of communications to make your products/services talk to the customers.
short for Marketing Communication is an acronym for the Canadian Forces Maritime Command, the Canadian Navy
marcom means “marketing communications” — usually ability to develop glossy sheets with product / service information, sales literature, etc.
Mar – Market / Com – Commucation put these two together will gets you Marcom.
“marcom” is a contraction for marketing communications.
Marketing and Communitcations….. probably telemarketing
Read the highlights
- Marketing communication (MarCom) is complex. Generally, it refers to the messages/media (e.g., advertising, direct marketing, branding) you deploy to communicate with your market.
- MarCom needs to balance two strategic objectives: building product demand/preference (which involves positioning) and shortening the sales cycle (which involves understanding the buying process).
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
The complexity of the MarCom topic makes it too broad to cover in one article. This article is one in a series of six that covers the field of marketing communication. The full list of the titles in this series includes:
Marketing communication objectives
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
Creating preference is often a longer-term effort that aims at using communication tools to help position your product or company in the minds of the target customer.
Positioning and building a brand takes time and requires a certain consistency (not just in the communication efforts themselves, but also in regards to the core elements of product, pricing, and distribution) and therefore represents a significant commitment for the company.
Remember, establishing preference by building a brand will impact market share, profitability and even your access to talent—and thus provides long-term value for the company.
Shortening the sales cycle
Shortening the sales cycle means assisting your sales and channel partners in their efforts to identify, engage and deliver a customer. Understanding the customer’s buying process brings critical insight into how one can shorten the sales cycle.
The figure below illustrates the process the buyer goes through when buying a product. Through market research and conversations with salespersons, MarCom staff must identify how they can help speed up the process.
In the case of high-tech products, the sales cycle involves considerable amounts of customer education in the early stages of the process. MarCom must focus on creating, packaging and delivering relevant information to the buyer throughout the buying process in order to meet this education need.
In general, the communication techniques employed to shorten the sales cycle are by nature more tactical than those used in building a brand. Nevertheless, your strategy to achieve the two MarCom objectives must be balanced, or the legitimacy of your plan will be questioned if one objective takes priority over the other. You must have close collaboration with sales and customer-facing channel partners in order to get this balance right.
The following articles contain more on developing tactical plans: