What is Marcom?

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  • Written By: Malcolm Tatum
  • Edited By: Bronwyn Harris
  • Last Modified Date: 14 October 2019
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Marcom, or marketing communications, are devices that are used to transmit information with a given market. The range of marketing tools used in marcom cover every mode of communication that can take place within the marketing process. In the past, these tools were referred to as marketing communications management. More recently, the process has come to be known as marcom management.

One common example of marcom activity has to do with the creation of marketing collateral. Marcom collateral involves all sorts of visual materials that are utilized to attract the attention of customers. Collateral will include such devices as sales brochures, advertising campaigns in traditional and electronic media, and application recommendations aimed at a given sector of the market. In general, the creation of collateral will involve joint efforts between persons who create the text for the project, and others who design and select graphics and images to accompany the text. These two components are enhanced with designers who determine the look of the overall finished collateral product.


Along with collateral, marcom tools will also involve the design and look for product packaging. Package design is often a key element in obtaining a prominent place on store shelves, and can also play a role in helping consumers to readily identify a given product. Logos and color schemes that the buying public come to identify with the product will increase the chances for customer loyalty to the product, assuming that the customer finds the product to be effective and worth the price.

Elements of marcom are involved in every facet of the marketing and sales process. Along with collateral and packaging, marcom will play a role in product promotion, public relations, and general publicity like product reviews. The ultimate goal of any effective use of marcom is to make sure that the consumer market perceives the product as desirable and necessary. Next to producing a high quality product at a competitive price, the targeted interaction that results from effective marcom may be considered the most important aspect of a successful business.


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