“What do you do?”
Me: Marketing Communications
“Oh. What’s that? Public relations?”
Me: “That’s one aspect.”
Me: “That’s another.”
“Websites? SEO? Content?”
Me: “Yes, yes, and yes. And more!”
See how that goes? To be fair, the other answer is that what I do encompasses many things, and marketing communications is the umbrella term. But that’s not being thorough either. So, I thought I’d answer the question here.
Define Marketing Communications
Wikipedia and other sources define marketing communications as “messages and related media used to communicate with a market. Marketing communications is the “promotion” part of the “marketing mix” or the “four Ps”: Price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.”
Basically, it includes practices ranging from advertising to online marketing to strategy.
In addition, there is integrated marketing, which I will delve into in the next post. Integrated marketing includes the PESO model, which EMC uses. The PESO model – in short – takes the four media types—paid, earned, shared and owned—and merges them together. (We’ll go into this in another post!) By using this model, we can develop campaigns that show a return-on-investment (ROI).
What Does EMC Do?
For example, EMC provides the following (and all the work that goes into each category):
- Internal and corporate communications
- Brand strategy
- Content management
- Social media
- Corporate storytelling
- Marketing communication plans
- Product launches
- Internal communications plans
- Key message development
- Social media strategy and planning
- Change management.
Here’s the exciting part, though. It’s constantly evolving! The toolbox keeps getting bigger!
Can You Give Me An Example?
Let’s take the “four Ps,” for example. With the addition and explosion of social media tools and platforms, the “Ps” are being replaced by the “four Cs of digital”: Creating, curating, connecting, and culture.
Yet, social media is just ONE tool in the toolbox. Add in many of the other practices listed above, and you can see why it’s important to identify your target audience, define your brand, craft your key messages, determine which tools and platforms to use, develop a strategy, implement it, and measure it.
It’s a BIG job.
In short, this is marketing communications, and this is what I do.
Please let me know your questions!