What Is Marketing Communications?
What marketing communications is, what it does, and helpful questions to check in on with yourself or your team.
Marketing communications is:
What you say, who you say it to, and how you say it
The craft of creating resonance with an intended audience
The art of using the five senses to get our work further into the world
How we position and present something through written, verbal, visual, and audio communications
The use of language, structure, and form to convey thoughts, feelings, and products/services
The intentional sharing of an idea
Creating the conditions for that idea to travel
The specifics of your presence
What it’s for:
The goal of marketing communications is to create resonance between parts (between a product and a customer, an idea and a person, the internal communications of a company and the external projection of it, etc.).
We want these parts to be able to find each other, and work well with each other.
Strong marketing communications helps with discovery (we can be found), reach (our ideas travel easily), and consistency (everything reinforces a broader narrative).
Questions to check in on:
Why are we doing this?
How do we want people to feel? What do we want them to know? What do we want people to do with this information?
What do we want to be associated with? (or remind people of)
What do we not want to be associated with? (or remind people of)
How does the language, container, or channel we’ve chosen help this idea travel?
How is the language we’re using motivating to ourselves or others? (language shapes behaviour)
Who do we want to invite toward us?
Who are we willing to leave out?
Is this what I mean to say?
Is this the best container to say it?
Is this useful, clear, and kind?
Can this be communicated more simply? With more beauty, or elegance?
What would you add to this? Feel free to share your own definition of marketing communications with me here.
And if you’d like to refine your internal/external marketing communications, book a free consult to explore working together.
