Marketing

Communications
(MarCom) Strategy
Prepared by: The Marketing Department of BBO Marketing
Period covered:  Jul 1, 2024 -  Dec 31, 2024 

Introduction
Marketing Communications (MarCom) refers to the coordinated use of various promotional methods
and channels to deliver a consistent and compelling message about a company, its products, or
services to target audiences. It encompasses all the ways a business communicates with its
customers, potential customers, and other stakeholders to promote its offerings, build brand
awareness, and drive engagement.

MarCom integrates elements such as:

Advertising

Public Relations

Direct Marketing

Social Media Marketing

Content Marketing

Sales Promotion

Personal Selling

The goal of MarCom is to create a cohesive and effective communication strategy that resonates with
the target audience and achieves specific marketing objectives.
Key Elements of MarCom Strategy
A successful MarCom strategy comprises four key elements:

1. Message: What you want to say

2. Target: Who you want to reach
3. Medium: What channels you want to use
4. Timing: When you want to deliver the message

Steps to Create a MarCom Strategy

1. Set Goals

Choose specific, challenging goals that will help your business grow. Use the SMART criteria:

Specific
Measurable
Achievable
Relevant
Time-bound

2. Identify Your Audience

Consider who your target audience is. Create detailed buyer personas to understand their:

Demographics
Psychographics
Behaviors
Pain points
Preferences

Sample Buyer Persona

 Characteristic Details

Name Tech-Savvy Tina

Age 28

Occupation Digital Marketing Manager

Income $75,000/year

Goals Career advancement, work-life balance

Challenges Keeping up with rapidly changing technology

Preferred Channels LinkedIn, Twitter, Industry Blogs

3. Select Channels

Choose the channels that will best reach your audience and offer the highest return on investment
(ROI).
 Channel Pros Cons Average ROI

Social Media Wide reach, cost- Requires constant 95%

effective engagement

Online Advertising Targeted, Can be expensive 200%

measurable

Television Large audience, high Expensive, less 300%

impact targeted

Direct Marketing Personalized, Can be perceived as 112%

targeted intrusive

Email Marketing High ROI, Deliverability issues 4200%

personalized

Note: ROI figures are industry averages and can vary significantly based on implementation and
industry.

4. Maintain Brand Consistency

Consistent branding across all channels can lead to increased brand visibility and revenue.

Show Image

5. Measure Results

Track the results of your plan using key performance indicators (KPIs) such as:

Reach
Engagement
Conversion rates
ROI

Sample MarCom Campaign Timeline

Budget Allocation
Allocate your budget across different channels based on their effectiveness and your target
audience's preferences.

Sample Budget Allocation

 Social Media

Content Marketing

PPC Marketing

Email Marketing

Influencer Marketing

Traditional Advertising

Traditional Advertising
10%
Social Media
Influencer Marketing
25%
10%

Email Marketing
15%

Content Marketing
20%
PPC Marketing
20%
 Channel Percentage Amount (for $100,000
budget)

Social Media 25% $25,000

Content Marketing 20% $20,000

PPC Advertising 20% $20,000

Email Marketing 15% $15,000

Influencer Marketing 10% $10,000

Traditional Advertising 10% $10,000

Performance Metrics
Track these key metrics to measure the success of your MarCom strategy:

1. Reach and Impressions

2. Engagement Rate
3. Conversion Rate
4. Cost Per Acquisition (CPA)
5. Return on Investment (ROI)
6. Customer Lifetime Value (CLV)
7. Brand Awareness
8. Net Promoter Score (NPS)
 Average Good Excellent

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Industry Benchmarks

Metric Average Good Excellent

Email Open Rate 20% 25-30% >30%

Social Media 1-2% 3-5% >5%

Engagement Rate

Landing Page 2-5% 6-10% >10%

Conversion Rate

Click-Through Rate 2% 3-5% >5%

(CTR) for PPC

Note: These benchmarks can vary by industry and should be used as general guidelines.
MarCom Trends and Innovations
Stay ahead of the curve by considering these emerging trends in marketing communications:

1. AI-Powered Personalization: Utilizing artificial intelligence to deliver hyper-personalized content

and recommendations.
2. Voice Search Optimization: Adapting content for voice-activated devices and searches.
3. Interactive Content: Incorporating quizzes, polls, and augmented reality experiences to boost
engagement.
4. Video Marketing: Leveraging short-form video content on platforms like TikTok and Instagram
Reels.
5. Sustainability Communication: Highlighting eco-friendly practices and corporate social
responsibility initiatives.

Conclusion
A well-executed MarCom strategy is essential for effectively communicating your brand message and
achieving your marketing goals. Regularly review and adjust your strategy based on performance data
and changing market conditions. Remember that the most successful MarCom strategies are those
that remain flexible and responsive to the evolving needs of your target audience and the broader
market landscape.

"Marketing is no longer about the stuff that you make, but

about the stories you tell."

Reach Out
For questions, comments, or suggestions, email the team at [email protected].

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