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MarCom must focus on creating, packaging and delivering relevant information to the buyer throughout the buying process in order to sales meet this education need.
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In the case of high-tech products, the sales cycle involves considerable amounts of customer education in the early stages of the process. Through market research and conversations with salespersons, MarCom staff must identify how they can help speed up the process. The figure below illustrates the process the buyer goes through when buying a product. Understanding the customer’s buying process brings critical insight into how one can shorten the sales cycle. Shortening the sales cycle means assisting your sales and channel partners in their efforts to identify, engage and deliver a customer. 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. 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. Creating preferenceĬreating 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. One is to create and sustain demand and preference for the product. Marketing communication has two objectives.
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#Communicate what you mean free download series
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The full list of the titles in this series includes: This article is one in a series of six that covers the field of marketing communication. The complexity of the MarCom topic makes it too broad to cover in one article. Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market. Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts.
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Marketing communication (MarCom) is complex.