The role of Communication in Marketing

Integrated Marketing communications help to define an organisation’s relationship with its customers. Integrating marketing communication emphasises the strategic importance of communication and its long-term effect on customers.  Communication models can act as a predictive guide, but in the end it is important to recognise the autonomy and unpredictability of customers.

Communication to the customers

Communication is a strategic part of the marketing process and the message that is relayed to the customer. Communicating with your customers enables you to pass on your message to them for them to respond.The communication that a brand has with customers determines the way the customers perceive the brand. These communications adds value to the brand in the mind of the customer and builds on their cognitive and emotional ties to the brand. In a nutshell, communication is the message that is delivered to the client and marketing is the means of getting it across. Communication therefore is a vital part of the marketing mix (which will include marketing communication, price, products and distribution) and should be taken seriously. You can make use of both traditional media and online media communication to reach your customers.

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