Public Relations
Managing communication with stakeholders and the media. For example, releasing news to the media that generates publicity.Product Launch
Generating media and customer interest in a product launch. For example, orchestrating a product release event in conjunction with an industry conference.Promotion
Generating demand for products and services. For example, regularly producing and releasing promotional content to a video channel.Brand
Building brand reputation and brand awareness. For example, actively engaging customers in social media.Advertising
Reaching a target audience with advertising partners to support goals such as demand generation and brand awareness.Sales
Generating sales leads, customer needs analysis, proposals, negotiation and closing are all processes of communication. For example, attending industry conferences to generate leads.Customer Service
Handling customer inquiries and providing customers with service.Customer Relationships
Developing customer relationships to support goals such as increasing customer lifetime value. For example, a salesperson who calls major accounts once a quarter to touch base.Customer Advocacy
Using customer feedback to drive improvement in products, services and processes. If a customer identifies a safety problem with a product, a customer advocate might meet with the executives who can get it fixed.Market Research
Using communications channels to conduct market research such as a survey that's used to identify customer needs for product development.Customer Experience
Communication is an important element of a brand's end-to-end customer experience. For example, promotional videos that build upon the reputation, legacy, culture and image of a brand.| Overview: Marketing Communications | ||
Type | ||
Definition | The use of communication to achieve marketing objectives. | |
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