Closing out with marketing communication

My COM 6630 class is in its final week so this will be my last post associated with my Strategic Communication and Emerging Media class. I am taking another class next term that will require more blog postings, so I will be back to posting in about two to three weeks.  By the end of December I’ll be halfway through the program and that much closer to earning my Masters in Strategic Communication from Troy University.

My last posting will focus on marketing communications (MARCOMM) or integrated marketing communications, because I feel that’s where the profession is currently at or heading.  Integrated marketing communications is the act of intentionally blending online and offline tool and tactics around a single marketing strategy, according to Forbes.com.  Strategic communication professionals already think in broader terms, so it’s natural for these individuals to easily fill the role of integrated MARCOMM.

Businesses are moving in this direction where there is a blending of the marketing and communication departments. At the very least, the two departments are talking more with the broader understanding that both elements contribute to the bottom line.  Sending a consistent message across all internal and external marketing and communication channels will build better brand awareness, and lead to greater opportunities for stakeholders to be informed.

So how does a company blend the departments or activities to achieve integrated MARCOMM?  For one, it’s easier said than done, like most things. Two, it requires C-level folks to understand its value, again easier said than done.

What kind of skillset is required to fill the role of a MARCOMM professional?

• A professional needs to have an understanding of how their communication efforts affect the bottom line.
• They need to have an understanding of how to use technology to distribute messages across multiple channels.
• Communication skills are a must, including delivering a concise multi-layered message that reach specific audiences.
• Adaptable, to stay current on latest social media trends to communicate with the public.
• Strategic, in the sense that everything is related back to an overall master plan to achieve desired objectives.

With a handful of key skills, businesses can incorporate the right person to lead their integrated MARCOMM efforts in the 21^st Century.  All of which is critical in today’s fractured media world, where it is more important than ever to be consistent and persistent.