MODULE 2

MARKETING COMMUNICATIONS

Marketing communications (Marcom) are channels and tools a company uses to

communicate the necessary message to the target group. They
encompass PR, branding, advertising, packaging, social media, etc. Marcom allows
customers to understand a company and product it offers and a brand to reduce
the sales cycle.

In a market full of competitors, companies leverage different unique techniques and

tactics to reach their audiences. They combine marketing channels and tools to
convey the necessary message and make sure that prospects understand it. These
communications include advertising, PR, sponsorships, promotion, social media, etc.
They help fulfill different objectives, to name a few:

 communicate the main message and idea to the target audience;

 introduce a product to leads;
 initiate brand switching;
 allow a brand to compete within the market;
 improve your product and brand awareness;
 influence buying decisions;
 encourage customers to purchase a product;
 establish a positive brand image;
 attain brand recognition, trust, and transparency.

How to create a marketing communications strategy?

You can build your long-term plan in 6 simple steps. Our step-by-step guide will help
you create a strategy and make your business grow.

1. Identify Your Target Market

Your target market is the distinct group of people you want to reach with your
marketing message. Focusing on your target market, instead of trying to sell to
everyone, lets you get specific with your messaging and smart about where
you invest your marketing budget. People in your target market are far more
likely to buy from you than those outside of it. Here’s some criteria you can
use to define your target market.
 Industry
 Income/revenue
 Business size
 Level of expertise
 Location
 Education level, age, and gender
 2. Identify your target audience. Offering your product to all people doesn’t
work. You need to target specific audience segments that need your product to
help solve their problem. That’s why you need to identify your target group,
their location, age, gender, interests, preferences, needs, occupation, etc. This
will help you craft personalized messages and marketing campaigns. Besides,
you’ll know which channels it’s better to choose to reach your ideal customer.
Develop a buyer persona to name the characteristics of your consumer. It’ll
help you select people you should target. To develop an accurate buyer
persona, you need to mention the customer’s job title, pain points, challenges,
and goals. For Example:
Target customer 1: People who want to eat well and have food ready quickly. They
want to avoid the hassle of lengthy cooking and always having the right food in their
cupboard. They don’t want to end up eating junk food just because it’s faster to get.
Target customer 2: People who want to lose weight and/or eat healthier. They’re
intimidated by calorie-counting a large variety of foods and struggle to consistently
put in the effort to do it.
These target customer definitions are short and simple, yet set the foundation with the
goals and key pain points that stand in their way.

3. Define your unique value proposition. UVP makes your company stand out
and outperform your competitors. It’s essential to have one to demonstrate it
to your audience and prove that you are superior to other brands for a number
of reasons. UVP is a solution your customers need. If you succeed in helping
your customers, they will reward you with good revenue, word-of-mouth
promotion, a bigger customer base, a good position within the market, and
more. For example, Domino’s Pizza positions itself as a company that delivers
the freshest and hottest pizza faster than competitors, only in 30 minutes.
4. Bring the solution to customers’ problems. The next thing you should do is
to match customers’ pain points with the solution you offer. Create a table
with customer problems and product solutions. You should mark the offerings
that meet customers’ problems. Share this table with your team to create
messages that address clients’ issues and provide solutions. Align messaging
across all marketing channels you use for communication.
5. Select channels to deliver your message. The channels you use depend on
the goals you want to attain and customers’ preferences. Identify the platforms
and messengers your target audience prefers the most. You can start with
developing your website and publishing quality content on your blog.
SendPulse’s landing page builders empowers you to create a landing
page within 15 minutes. Apply multi-channel services like SendPulse to
send email campaigns, set up web push notifications, and support clients
via chatbots.
6. Measure the end result. Once you implement everything, track the results.
See if your business moves towards the achievement of your goals. Metrics
will provide you with a clue of your company’s performance.
MARKETING COMMUNICATION TOOLS

1. ADVERTISING

Advertising simply means a way of communication that reaches all types of sector. It
provides information and creates awareness among people relating to a
product. Entrepreneurs spend millions of dollars to promote their products on TV,
radio, social media, YouTube, and other channels. They seek help from advertising
agencies or develop ads by themselves to hook a wide audience and encourage
prospects to purchase. The method is expensive yet effective. By running ads on
various platforms, companies can receive a high ROI that exceeds expenses.

Advertising is the process of making your product or service known to your target
audience. It refers to the actual message you create to present your product or service
to them. This includes advertising campaigns in both traditional and digital media
channels. The idea here is to take advantage of the creative positioning within each
channel, and craft your advertising to its native properties.

Unlike other forms of marketing, advertising is a one-way channel of communication,

allowing you to broadcast a non-personal message to the world. This means that you
have total control over what you tell the world about your product or service. For your
advertising campaigns to be effective, they must be timey, engaging, and memorable.

It is also important to note that when you pay a certain media house or social media
influencer to market your brand, you are free to order the advertiser to package the
message the way you prefer. What’s the importance of advertising? The benefits of
advertising your business include:

 Educating your customers on the nature of your products or services

 Convincing customers that your products or services are superior
 Improving customer perception of your brand or culture
 Generating customer desire to have your products or services
 Exhibiting new applications for your products or services
 Publicizing your new products or services to potential customers
 Attracting new customers to buy your products or services
 Retaining the existing customer base

What Are The Purposes Of Advertising?

Advertising has three main objectives: to inform, to persuade, and to remind. So,
whenever you are creating an advert for your brand, make sure it services these three
purposes.

Informing
When you launch a new product or service, you have to make your target consumers
aware of it. This is where advertising comes in handy. Without advertising your
products or services, you will struggle to make meaningful sales because very few
potential consumers will be aware of them. You will be surprised at how far a simple,
well-packaged advert can go.

An informative advert will introduce your brand to your target market. Before you can
convince your customers that your product or service is the best in the market, you
have to let them know that it exists and what it does on the most basic level.
Furthermore, if your company has complex solutions, you might benefit from
informing your customers of how your product or service works and how it will help
them. An informative ad normally has several sections centered on explaining the
features of a product or service and its benefits to customers.

Persuading

For you to beat the competition, you have to convince your target customers that your
product or service is better than the rest. This is what a persuading advert does. Once
you have informed your target customers of your product or service, you must help
them understand why they need to choose you and not any other brand in the market.

Different companies use different approaches, including an emphasis on product

quality, service, exclusive features, environmental safety, cool factors, trailblazing
technology, and low costs. Your persuasive advert needs to appeal to the emotions of
your target customers so that you can tug at their heartstrings.

Appealing to a customer’s emotion or sentiment is one of the most effective

techniques in advertising. Even when a customer looks for rational reasons to buy
your product or service, your ability to tap into their underlying emotions is a great
way to increase your chances of getting a positive response.

Reminding

A successful advert must remind your customers of the benefits of your product or
service, which means it should simply reinforce your brand’s message to an already
well-established marketplace. The idea here is to maintain a top-of-mind awareness in
your customer base and protect it against competitors.

If you do not keep reminding your customers of the benefits of your product or
services, new competitors will come along and steal them from you. For example, if
you manufacture toilet paper, you have to keep reminding your customers of the
softness, durability, and cost-effectiveness of your paper. You have to remind them
regularly, even if they are already aware of it. This helps to keep your brand and
message at the top of your client’s mind.

2. VISUAL CORPORATE IDENTITY

Corporate visual identity is the combination of graphics, type, color and slogan that
forms the public face of a corporation and makes it uniquely recognizable in the
marketplace. It drives the company's marketing and advertising and is the visual
thread that ties the company's products together. Visual identity is very much the
branding of the corporation as a whole.

As an independent legal entity, a corporation has the same standing as a person under
the law with rights and obligations that it holds in its own name. Ideally, a corporation
wants others to be able to identify it and distinguish it from its competitors. Business
analysts speak in terms of a corporation establishing an “identity” across various
operational facets that includes the way it looks, how it acts, how it treats its
employees and the way it chooses to do business. These facets are commonly referred
to as the corporation's visual identity, culture, personality and philosophy.

Before a company can brand its products, it must first brand itself.

Before a corporation can brand its products, it must establish an overall corporate
brand that defines the company and establishes consumer expectations. In other
words, a corporation wants the public to hear its name and have an immediate
representation come to the mind's eye, or see its logo and know the associated
company without having to be told. Recognition paired with expectation drives
corporate value and is part of the corporation's most value intangible assets.
Establishing a corporate visual identity is the corporation's way of controlling this
important part of its relationship with the public.

There are five aspects of corporate visual identity.

The most basic aspect is color. A corporation establishes an official color scheme just
like a sports team or a school does to indicate cohesiveness.

It also adopts a particular typeface that is often customized, so when the corporation
puts advertising in print the style of the lettering is uniquely its own.

The corporation also develops a logo that is the core of its brand. Logos are often the
most unique and recognizable aspect of the corporate visual identity and the first thing
the public gravitates toward as the official representation of the company.

Most corporations also develop a slogan, or short catch-phase, that the public can tie
to a key corporate value or market advantage.

The last aspect of visual identity is the background graphic, or “supergraphic,” that
will often tie all the pieces together in a visual representation.

Usually, corporations are extremely protective of their established visual identities.

Employees are not allowed to substitute colors or typeface when using it to represent
the company. Vendors are not allowed to display official pieces of the identity
without explicit permission. Likely, the identity is trademarked and must also be
protected from misuse from a legal standpoint as invaluable intellectual property.
Anything that dilutes corporate brand recognit by corrupting the company's visual
identity ultimately endangers the bottom line.

3. PUBLIC RELATION
Public relations (PR) is the set of techniques and strategies related to managing how
information about an individual or company is disseminated to the public, and
especially the media. Its primary goals are to disseminate important company news or
events, maintain a brand image, and put a positive spin on negative events to
minimize their fallout. PR may occur in the form of a company press release, news
conference, interviews with journalists, social media posting, or other venues.
Every individual or entity operating in the public eye faces the spread of information
about them or their practices to the public. While public relations is an industry unto
itself, any attempt to portray oneself in a certain way to others can be considered a
form of public relations.

Types of Public Relations

Public relations is often divided into different agencies or departments. Each
department is specifically suited to handle a specific aspect below:
 Media relations is the emphasis of forging a strong relationship with public
media organizations. A media relations team often works directly with
external media by directly delivering them company news, providing validated
content sources, and being accessible for public comment on other news
stories.
 Production relations is closely related to the direct operations of a company.
This department supports broad marketing plans and is often related to
specific, one-time endeavors such as the launch of a new product, a special
campaign, or management of a major product change.
 Investor relations is the oversight of the relationship between the company
and its investors. This aspect of public relations handles investor events,
oversees the communication of the release of financial reports, and handles the
complaints of investors.
 Internal relations is the public relations branch between a company and its
employees. Internal relations pertain to counseling employees, ensuring all
workers are satisfied with their working conditions, and mediating issues
internally to avoid public disclosure of dissatisfaction.
 Government relations is the connection between a company and related
governing bodies. Some public relations departments want to forge a strong
relationship to provide feedback to politicians, sway decision-makers to act in
specific ways, and ensure fair treatment of the company's clients.
 Community relations is public relations focused on brand and reputation
within a specific community. The community could be physical (i.e. a specific
city) or non-physical (i.e. the dog-owner community). This branch of public
relations keys in on the social niche of the community to align itself with its
members.
 Customer relations is the bridge that connects the company and
its customers. Public relations often involves handling key relationships,
conducting market research, understanding the priorities of its customers, and
addressing major concerns.

4. SALES PROMOTION

A sales promotion is a marketing strategy in which a business uses a temporary

campaign or offer to increase interest or demand in its product or service.
There are many reasons why a business may choose to use a sales promotion (or
‘promo’), but the primary reason is to boost sales. Sales boosts may be needed to
reach a quota as a deadline approaches, or to raise awareness of a new product.
Let’s take a closer look at different types of sales promotions, as well as the pros and
cons of using any type of promotion.

There are 8 main types of sales promotions. Not all of them are suited for every
business, product, or service, but each one offers unique ways of boosting sales and
connecting with customers through different methods of sales psychology.

1. Product bundles: Product bundles offer a collection of products for an overall

discounted rate, as opposed to buying the products individually. Product bundles give
customers a reason to buy a larger variety of products, which makes it more likely
they will find a product they like and want to buy again.

2. Flash sales: Flash sales are extremely short sales that offer extreme discounts for a
limited amount of time. These sales work through creating a sense of urgency and
need around your sale.

3. Coupons and vouchers: Coupons and vouchers reward current customers for their
brand loyalty and encourage future purchases. This is especially effective in
companies who use punch cards which incentivize customers to make multiple
purchases to earn a free product.

4. Free trials: Free trials or demos are one of the most common sales promotions and
one of the most promising strategies to grow a customer base. Businesses can offer
either a limited time with the product or a limited quantity of the product to a first-
time buyer at no charge to see if they like it.

5. Free shipping and/or transfers: Free shipping promotions attempt to curb

the 70% of customers who abandon their carts when they see the shipping costs. The
small loss in shipping fees is usually made up for in happy customer purchases.

6. Free products: Free product promotions work by offering a small free product
with the purchase of a larger, mainstream product. This boosts mainstream sales
without costing the company too much inventory or revenue.

7. Early-bird or first-purchaser specials: These specials offer discounts to first-time

purchasers as a way of welcoming them as customers. Customers are more likely to
buy at a discount and because the discount only works once, the company doesn’t lose
a great deal of revenue.

8. BOGO specials: BOGO, or “buy one, get one free” promotions are primarily used
to spread product awareness. Customers can give their extra product to a friend or
family member and build a customer base through word of mouth.

5. DIRECT MARKETING
Direct marketing is a promotional method that involves presenting information about
your company, product, or service to your target customer without the use of an
advertising middleman. It is a targeted form of marketing that presents information of
potential interest to a consumer that has been determined to be a likely buyer.
For example, subscribers to teen magazines might be presented with Facebook ads for
acne medication which, based on their age, they are likely to need. Or members of the
United States Equestrian Federation might all receive an email promotion offering
special pricing on horse gear. Current residents of Wilmington, Delaware might
receive a flyer announcing the arrival of Wegmans supermarket to their area.
Conversely, people in Wilmington, Ohio would not.

Forms of Direct Marketing

Common forms of direct marketing include:
 Brochures
 Catalogs
 Fliers
 Newsletters
 Post cards
 Coupons
 Emails
 Targeted online display ads
 Phone calls
 Text messages

The Goal
While some marketing techniques aim to increase awareness or to educate markets
about a company’s products or services, direct marketing’s sole goal is to persuade
the recipient to take action. While getting a sale is the ultimate goal, some customers
will not be ready to buy on-the-spot. But they might:
 Visit a website
 Call for more information
 Return a postcard requesting a quote
 Enter their name and email address
 Make a purchase

Reasons it’s Successful

Unlike mass advertising, which is presented to everyone, direct marketing is
presented only to people who are suspected to have an interest or need in your
company’s product, based on information gathered about them.
For example, graduates of Princeton University might be sent an email announcing a
new cashmere sweater now available for sale with the school’s logo on it. Only
students, graduates, and their parents are likely to be interested in owning such a piece
of clothing, so by limiting who receives the announcement, the manufacturer saves
money on distribution costs and increases the odds of reaching people who might
make a purchase.

Other reasons direct marketing is more successful are:

 You can make the message personal, making the recipient feel it is meant just
for them
  It is more cost-effective to market to buyers who have been identified as likely
to buy
 For that reason it also has a higher return on investment, since the likelihood
of making a sale to a targeted customer list is higher to begin with.
 It is measurable. Direct marketing uses a number of built-in ways to track the
success of each campaign, allowing you to improve with each mail or email
cycle.

6. SALES MANAGEMENT

Sales management is the process that entails developing new selling strategies,
gathering and training sales teams, and coordinating the practices aimed at pursuing
a company’s sales goals. It helps businesses create excellent sales teams, develop
good relationships with their consumers, reduce costs, and reach sales targets.

An effective strategy that involves modern techniques and a professional sales team
can work wonders for your company’s ROI.

1. Set realistic targets. Sometimes sales managers focus on the numbers a

company strives to achieve without considering the capabilities of its
salespeople. After trying to reach the goal, sales teams often fail because of
unrealistic objectives. As a result, you run the risk of demotivating your
salespeople and missing your projections. Use your average sales reps’
performance to set achievable goals.

2. Find the right people for your team. To continue to scale, you need to attract
the right talents to join your sales team. With suitable candidates, you can
build a successful sales team that will support your company’s growth. First of
all, before creating a job description and interviewing your candidates, define
your company’s specific needs. Different categories of salespeople are needed
for different purposes. Explore the reasons why you need a new employee.
Secondly, create a step-by-step interview process to select suitable applicants.
Thirdly, consider involving your colleagues in the process to identify the kind
of person they need.

3. Educate your salespeople and give feedback. As a sales manager, you need to
always be in touch with your sales team. Your new hires should work under
your guidance to absorb the sales process, learn how to handle objections, and
understand where to find prospective customers. With time, your new
employees will be able to handle the necessary tools and obtain experience
and knowledge in sales, sales tricks, and strategies. Ensure to provide an
effective training process to turn people with potential into top performers.
Remember to give feedback after your salespeople complete certain tasks.

4. Reward your top performers. Salespeople who do their job perfectly want to
receive cash incentives from the company and get praise. That’s why it’s
worth creating a plan that involves specific targets and monetary
compensations for them. As a sales manager, you need to ensure that you do
everything possible to retain customers and lure new ones.
 5. Measure the progress of your team. It’s critical to monitor and evaluate the
progress of your team. You need to determine whether your company
succeeds in growing or if there is something that slows down this process.
Identify the reasons and try to eliminate them by reviewing the work of your
sales team and improving your strategies. Besides, you should ask your sales
representatives to create manual lists and reports, so consider designing a
reporting process in your CRM to simplify your work.

7. SPONSORSHIPS

In business, sponsorship marketing is when a company pays to be associated with

another company, individual, group, or event as a means of marketing its brand.
The sponsor in this context would be an individual or a business that pays the other
person or company to host an event or finance a program.

Sponsorship and advertising are similar in the marketing world, but there are some
distinct differences. Sponsorship is a marketing technique involving the relationship
between two or more entities. Sponsorship involves one party paying for another
company in return for a marketing service; whereas, advertising is a broader
marketing concept that can be done without another party involved. Advertising is the
public communication a company crafts to promote a product or service that the
company wishes to sell.

What Are the Common Types of Sponsorship Events?

How does sponsorship work? Sponsorship advertising involves a company promoting

a brand by offering financial support. Sponsorship examples can include:
 Sports - Companies can pay for the construction of a new sporting arena,
headquarters, or other facility. Their company name can be publicly labeled on
the new building. The sponsor can also finance a sports team's uniforms and
other equipment to have their name recognized.
 Promoting cultural fairs - Fairs and festivals are great ways for any business to
promote their brand. These events bring large, and often diverse, crowds so a
sponsoring business can get a lot of exposure.
 Community empowerment events - Local events, community outreach
programs, or volunteer programs are great events for a sponsor to be involved
with because they can connect with their most direct customers and patrons.
 Political events - Businesses sponsoring political events like campaigns and
fundraisers can use the opportunity to increase their influence. Companies can
also sponsor political candidates that will create policies that favor their
business practices.

8. EXHIBITIONS

An exhibition is an event where goods and services are exhibited and demonstrated to
the public.

Why exhibitions?
Events and exhibitions are a powerful marketing tool. They provide a platform to
promote your product or service to a group that may have little or no knowledge of
your services. They also offer an opportunity to meet existing and potential
customers.

Existing PR opportunities
Trade fairs and exhibitions are a big investment for the organisation that is staging the
event.
As a result, it will have a slew of marketing, advertising and promotion that
accompanies it, saving you the hard work (and cost!) of contacting all those potential
customers yourself.
The targeted nature of niche trade show and exhibition audiences is one reason that it
still often reaps greater results than any other form of marketing.

Step away from the screen

With all the technology and data that we have available at our finger tips these days, it
can be tempting to never feel the need to leave your desk.
Market research, advertising, taking and placing orders – it can all be done
electronically.
However, building face-to-face relationships is still an important part of business, and
exhibitions provide an ideal opportunity to do this.
People still like to meet people that they do business with, build up trust and develop
relationships.
Events and exhibitions create the perfect opportunity to introduce yourself, your
company and your business ideas to people you may never have thought of reaching
out to before.

9. PACKAGING

Nowadays packaging has become a product in its own right. After starting out as a
protective skin for food, it has turned into a privileged interface for communication
between producers and consumers. It captures our attention, reassures, makes itself
useful and its visual elements appeal to consumers and sometimes direct us to online
content. The worldwide web significantly extends a product’s outreach, going beyond
the mass message carried by the physical object to create an individual relationship
between consumers and producers.

Packaging follows a structure that organises the discourse it must convey to

consumers. In general, it consists of a front, a back and sides or a circumference. The
front is called the facing. Its function is to show the brand and to draw attention to a
particular aspect of the product which sets it apart from others of the same type. The
message must be simple and easy to memorise. The role of the back is to explain and
establish a dialogue between the product and the consumer. Formerly very brief, the
information on the back has become more comprehensive over the years, due to legal
requirements and a concern for clarity as consumers become more and more
demanding. For example, it may feature the list of ingredients, nutritive values,
quality labels, legal notices, a recipe, etc. The sides or the circumference connect the
front and back and repeat the basic information needed to immediately identify the
product.
10. MERCHANDISING

Merchandising is the presentation and promotion of goods that are available for
purchase for both wholesale and retail sales. This includes marketing strategies,
display design, and competitive pricing, including discounting. Merchandising is
important for retailers looking to cultivate their brand, improve the experience of
customers, compete with others in the sector, and ultimately, drive sales.

 Merchandising refers to the marketing and sales of products.

 Merchandising is most often synonymous with retail sales, where businesses
sell products to consumers.
 Merchandising, more narrowly, may refer to the marketing, promotion, and
advertising of products intended for retail sale.
 Technology is changing the face of merchandising, with electronic point-of-
sale terminals to targeted and personalized mobile ads.
 Categories of merchandising include product, visual, retail, digital, and
omnichannel.

11. POINT OF PURCHASE MATERIALS

Point of purchase advertising, or POP, is a marketing material that retailers use in

their stores to promote products, catch consumers' attention and incite them to buy. It
is also a term referring to the strategic placement of products in the store.
POP often takes the form of a display near checkout lanes and aisles, and the
objective of this technique is to generate an impulsive purchase right before leaving
the store. Marketers base this technique on research showing that placing specific
products near a cash register with a point of purchase advertising display catches a
shopper's attention. This curiosity makes the shopper strongly consider getting the
product as they check out.
POP advertising can also be a simple sign. For example, a sticker on a shelf to draw
the attention of customers as they walk down the aisle of a grocery store or a full
display with products and the vendor's brand on it are both POP techniques. The point
of purchase advertising method requires a vibrant design that makes a product
visually stand out. It can include stickers on the floor and other advertising around the
product.

If you want to use POP, you should base your strategy on:
 Customer expectation: The POP promotes the benefits that customers can
expect from the product.
 Consumer demand: You can study what customers need and display the point
of purchase products based on that information.
 Competition: Observing what the competition is doing and understanding
what works well and what doesn't is essential in a POP strategy.

12. E-MARKETING

E-marketing is a process of planning and executing the conception, distribution,

promotion, and pricing of products and services in a computerized, networked
environment, such as the Internet and the World Wide Web, to facilitate exchanges
and satisfy customer demands. It has two distinct advantages over traditional
marketing. E-marketing provides customers with more convenience and more
competitive prices, and it enables businesses to reduce operational costs.

E-marketing can offer more competitive prices than traditional marketing because

 e-marketing reduces costs by not having to maintain physical store space and
by strategically placing distribution centers throughout the country.
 Second, because the Internet is available 24/7, e-marketing enables shoppers
to search for product/service information and buy goods at their convenience,
not just when the store is open.
 Third, research indicates that the cost of Internet-based promotion is one-
fourth of traditional promotion, because it does not incur the costs of paper,
printing, handling, and mailing.
 Fourth, e-marketing enables buyers to custom-build products such as shoes,
clothes, computers, and automobiles on the Web, options often not available in
stores.

13. CUSTOMER SERVICE

Many businesses make the mistake of focussing only on customer acquisition while
neglecting the need of keeping the existing customers happy.
This strategy won’t serve in the long run when seen in the light of how building
strong relationships and connecting with customers encourages faster growth.
So much so, it’s 6 times more expensive to attract a new customer than to retain an
existing one.
And when it comes to retaining a new customer, what better way than using customer
service to great effect.
With a proper customer service marketing strategy, your business can find a scalable
and affordable way to keep the eye on the customer acquisition ball and deliver great
experiences as well.

Customer service and marketing always have a reciprocal relationship with mutual
benefits to each other. When customer service is used as a marketing strategy, it helps
a lot in improving customer retention alongside acquiring new customers. A customer
driven marketing strategy with a greater focus on support holds great importance for
businesses in many ways.

Bringing customer service and marketing together has many advantages for your
business.
 When customer service and marketing go hand in hand for a business, it
not only helps delight the existing customers but also wins future prospects as
well.
 Your business can positively affect the bottom line by combining the virtues
of customer service and marketing.
 By providing great support, it’s possible to make customers stick with your
business and spend more.
  Customer service always needs to complement great products and services
so that a business always grows and carves a niche in the market.

10 Ways How Customer Service Can Be Part of Your Marketing

The pairing of customer service and marketing objectives can help accelerate business
growth and achieve the goals faster. In fact, making excellent customer service a part
of your marketing strategy can make your customers stick and become your brand
evangelists.
Customer service can be the new marketing if you’re ready to combine the two and
leverage their potential.
1. Empower Your Customer Service Team
2. Use live engagement tools for better customer service
3. Scale Your Engagement with Chatbots
4. Devise a Social Media Customer Service Strategy
5. Create Strong Communities with Customer Service
6. Deliver Positive Experiences for Customers
7. Implement Your Customer Service Process
8. Drive Your Acquisition Strategy with Customer Service
9. Build Your Brand with Customer Service
10. Offer Proactive Customer Service with Live Chat