The term marketing communications, sometimes abbreviated as marcom, describes messages used to communicate with a market. Marketing communications focus on the products or services of a business or organization rather than on the company or organization itself, and are used to create demand or position a company’s product or service.
The task of generating marketing communications often is the responsibility of the business owner, sales manager, or development professional. Once written, marcom can be used to create a variety of sales collateral material – flyers and brochures, direct mail marketing packages, newsletters, press releases – and can also be used on company web pages.
Think of marketing communications as salesmanship in print. And just as you carefully prepare and plan for a sales call, you should prepare and plan for salesmanship in print.