What Is Marketing Communication? Definition and Examples

By Indeed Editorial Team

Updated 30 November 2022

Published 15 November 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing communication is crucial because it helps to increase brand awareness for companies selling services or goods. A part of marketing communication is ensuring that information reaches the right audience. Learning more about this field can help you decide if it's something you want to pursue as a career. In this article, we answer the question, 'what is marketing communication?', examine the tasks involved in marketing communication and share steps on how to enter the marketing industry.

Related: What Is Marketing Consultant? And How to Become One

What is marketing communication?

It's essential to know the answer to the question ‘what is marketing communication' before deciding to pursue a career in this field. Put simply, marketing communication includes advertising, marketing, packaging and branding a product or service in a way that entices an audience to make a purchase. The goal of marketing communication is to sell a product or service to increase the revenue and profit of a company.

The method of marketing communication varies depending on the project. For example, you may choose to use social media, print media, radio or podcast advertisements. Further, the marketing communications may be visual, such as a poster, or it can be in an audio form, such as a song or a jingle.

What are marketing communication tasks?

Here's a list of some common marketing communication tasks you may come across in this field:

Researching on the target audience

Before you craft a marketing message, it's important to understand your target audience. Companies usually tailor their marketing messages to the likes and preferences of the target audience, so knowing what they like and dislike is a key step. One way of gathering information is by doing market research or conducting surveys. Alternatively, you may use customer feedback or ask for input from your client-facing colleagues in the customer support department. Observing the habits of individuals in the target audience may also be a useful way to conduct research on them.

Related: What Is Market Research? Definition, Types and Examples

Crafting the marketing message or communication

Once you have an idea of how to appeal to the target audience, you may begin crafting the marketing message. Think about what the message is and the best way to deliver this message. If the advertisement is short, you may wish to create a clear and concise message to increase the ease of readability. There is no fixed way of delivering the message, as the technique you use could differ depending on the target audience or purpose of the communication.

After crafting the market message or communication, you may submit the work to your managers, who may give input and advice on how to improve the marketing message. Depending on the response, you may work on fine-tuning and improving the marketing communication. Consider asking an individual who's not in your department to review the marketing communications for readability and logic. Upon approval of the communication, you may proceed to release the marketing communication to the public.

Related: 14 Digital Marketer Skills for Professionals

Monitoring the target audience's reaction

Another important responsibility of a marketing communications staff member is to monitor the reaction to the marketing communication. This gives an indication of the success of the communication and can serve as a lesson on what to do in the future. To monitor the target audience's reaction to the marketing communication, consider reading and analysing the responses from the target audience. For example, you may wish to review what the target audience discusses on social media. Discussion forums are another avenue to obtain such organic feedback.

Presenting the findings to your team

After the launch of the marketing communication, you may monitor and eventually bring the marketing communication to an end. At this stage, you may wish to consider organising a meeting to present your findings and learnings to the larger team. This gives you the opportunity to showcase your hard work and success. It also increases the chance of others replicating similarly successful marketing communications. By helping each other, the team's productivity and effectiveness increase, which could have positive implications on your bonus or other compensation.

Related:

  • What Does a Marketing Manager Do? (And How to Be One)

  • What Does a Marketing Assistant Do? (With Skills and Salary)

How much do people working in marketing communications make?

There are different roles and seniorities if you wish to pursue a career in marketing communications. According to Indeed Singapore, the average salary of a marketing communications manager is $5,535 per month. If you have an interest in being a marketing communications coordinator, the average salary of a marketing communications coordinator is approximately $3,708 per month. Alternatively, the average salary of a marketing communications intern is about $1,107 per month.

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Examples of marketing communication job titles

The field of marketing communication can have a wide job scope. The industry has many different job titles when hiring a staff member who's in charge of a company's marketing communications. If you're keen to begin a career in marketing communication, you may wish to take note of and look out for some related job positions. Here's a list of job titles you can explore as part of your job search:

  • Assistant marketing manager

  • Brand and growth marketing communications executive

  • Communications specialist

  • Creatives and communications specialist

  • Digital sales marketing messaging manager

  • Director of marketing and sales communications

  • Executive of communications

  • Executive, marketing and communications

  • Head of corporate communications

  • Marketing communications executive

  • Marketing communications manager

  • Marketing specialist

  • Regional communications executive

  • Regional senior marketing communications manager

  • Senior personal relations executive

  • Specialist in marketing operations and communications

  • Specialist in social media marketing communications

Related:

  • 15 Top Marketing Roles and Responsibilities (With Tips)

  • 37 Common Marketing Assistant Interview Questions

How to enter the marketing communications industry

Pursuing a job in marketing communications can be fulfilling if you enjoy being creative and communicating with people on a daily basis. This job may also be suitable for you if you're a strong communicator and you're articulate when expressing yourself. Here are some steps you can take to help you enter the marketing communications industry:

1. Pursue some relevant educational qualifications

A first step you may wish to take is to acquire the relevant technical skills involved in being a marketing communicator staff member. For example, you may wish to have a business degree with a major in marketing or communications. Having polytechnic diplomas or other professional certifications relating to marketing can also give you an edge over your competitors.

You may also wish to consider having a master's degree in marketing if this is a field that you're passionate about. Such educational qualifications may be good to have as they indicate to employers that your skills are current and updated. Being qualified can also create more avenues into the field of marketing communication if you're switching over from a different industry.

Related: What Is Corporate Communications and Its Primary Functions?

2. Build professional networks and helpful connections

If you're looking to enter the marketing communications field without any prior knowledge or experience in a related field, knowing someone who's in the field could help. By speaking to such a person and understanding their job scope and responsibilities, you gain a better understanding of what skills, traits and attributes a potential employer looks out for. This allows you to tailor your resume and cover letter to meet those key points. By doing so, you may have a higher chance of passing the initial selection stages to make it to the interview stage.

Further, building professional networks and connections can give you an opportunity to achieve your dream of being a staff member performing marketing communications tasks. For example, you may meet a hiring manager or a recruiter who has marketing communication roles open for application. There's a chance that they could introduce your next job to you.

Related: Why Is Networking Important and How To Start Networking

3. Do an internship

To help you in your marketing communications journey, you may wish to gain some practical hands-on work experience before joining the marketing communications industry. Doing an internship at a firm gives you a chance to understand the roles and responsibilities of a marketing communication staff member. You may also build good contacts in that company who could testify to your good work ethic when you eventually apply for a full-time position. Pursuing an internship also gives you the opportunity to obtain a conversion into a full-time staff if you perform well during your internship stint.

Related: What Is an Internship? (With Benefits and Responsibilities)

Salary figures reflect data listed on Indeed Salaries at the time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.

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