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What Are the Tools of Marketing Communication

What are the tools of marketing communication? First of all, what does “the tool of marketing communication” mean? Marketing communication is the act or process by which businesses discover, transmit, and exchange information about products that might satisfy customer needs. Using these tools allows organizations to be successful in their marketing strategy.

Marketing communication is not a new concept. It has been around for decades. To date, it is one of the most important activities for improving brand value and making your business successful. Over the years, this marketing communication process has evolved into various tools that are now more powerful than ever before.

What are Marketing Communication Tools?

Simply put, the tools that help your marketing team to support sales and generate awareness about your product or brand are known as marketing communication tools. The main purpose of marketing communication tools is to connect with the target audience effectively, regardless of the mode of communication.

List of Marketing Communication Tools

Advertising & Sales Promotions

Advertising is one of the most prominent and widely used communication tools in a marketing campaign, as its main feature is increasing awareness. Ads can be effective not only for marketing your product or service but also for marketing your brand. Typically, advertising makes use of above-the-line (ATL) media campaigns because of the type of reach that can be achieved. Above-the-line marketing is often used by brands that aim to have a large, diversified market because ATL marketing has mass appeal. Some examples of ATL marketing include TV, radio, print media, cinema, and outdoor media such as billboards, transit advertising, and commuter displays. 

Everyone loves a discount, which is why sales promotions are very popular marketing communications tools. Usually, discounts and coupons are used to get new customers, whereas memberships and loyalty programs are used for customer retention. There are three main types of sales promotions marketers use. The first is the discount that tempts the customer to make their first purchase. Think of when you’re browsing an online retailer’s website and see a pop-up stating you’ll get 10% off your first order if you enter your email address. The second is deadline discounts, which encourage your audience to “act fast before it’s too late” (i.e. holiday sales, Black Friday, and Cyber Monday). Finally, we have membership discounts, which focus on program tiers. These encourage customers to continue making purchases through your company to receive more premium discounts. Essentially, sales promotions help your brand build trust and authority with new customers.

This is one of the most prominent and widely used communication tools in a marketing campaign. It can be in both paid and unpaid forms. The main driving force behind this tool is mass media such as television, radio, digital campaigns, print campaigns, etc.

More often than not, advertising makes use of ‘above the line (ATL)’ media campaigns because of the kind of reach it has. However, companies that are running low on budget or companies that require more exposure (apart from ATL marketing) use ‘below the line (BTL)’ advertising. Now let us have a close look at these two types of advertising tools.

a) Above The Line Marketing: Brands that are after mass appeal often opt for this type of marketing technique, because brands having mass appeal do not generally have a genuine target market or a particular demographic to aim for. They will have to aim for a huge and diversified market in general. In such cases, above-the-line marketing or mass media/digital marketing can prove to be the ideal techniques to run the marketing campaign.

b) Below-Line Marketing: Brands that do not have a great mass appeal often opt for this BTL technique. They have genuine target markets and small audiences to aim for. In this type of marketing, the advertising agencies that are hired to run the campaign do not take any commission but do send invoices for the services rendered. These expenses typically appear below the line on the billing invoice sent to the firm, hence the name BTL marketing.

Social Media 

Social media allows brands to engage with their audience while also providing information on their products, services, and values. From Twitter to TikTok, social media has rapidly become a valuable method for consumers to research a brand before the organization is even aware of the buyer’s interest. Potential customers can find social proof through other customers who have interacted with brands on social media channels. Additionally, brands have the opportunity to make themselves more human as they engage with their audience. 

Direct Mail & Catalogs 

While online marketing has taken the world by storm over the years, there is still great value in an offline marketing plan. In an increasingly digital world, direct mail and print catalogs can help generate leads and offer benefits that online marketing cannot thanks to localization and personalization. Many consumers find direct mail and catalogs easier to understand, as one study found that it takes 21% less cognitive effort to process. 

Additionally, direct mail has also been proven to yield a higher average response rate when compared to digital. Finally, print ads won’t actively disrupt your viewer’s activity to get their attention, granting them the freedom to choose when they’ll receive your marketing message and thus allowing it to hit at the optimal time. 

Email Campaigns & Newsletters

Email marketing is another tried and true tactic for lead generation. What’s more, it allows a brand to identify better-quality leads. Since email marketing itself is a lead qualifying system, you can see a prospect’s interest based on the fact that they signed up for your list, whether or not they open your emails, and if they click on any of the links within your emails. 

Likewise, email newsletters are a powerful way to nurture leads by providing recipients with targeted and personalized content straight to their inboxes. This helps push them further down the funnel and keeps them engaged with your brand. 

Trade Shows, Webinars, & Seminars 

Trade shows, seminars, and webinars are great tools to address issues, generate leads, and introduce a new product or service. Trade shows allow consumers to meet with brand representatives face-to-face, providing a more personable experience. Seminars and webinars can also establish your brand as a thought leader in your industry, giving consumers a convenient outlet to learn about your product or service. 

How Brand Management Helps Streamline Marketing Efforts 

As you can see, there is a vast array of marketing communication tools to choose from. Developing a customized integrated marketing communications strategy for your marketing campaigns will enable your organization to successfully hit your KPIs. However, with so many different marketing channels and various assets used for different types of communication efforts, it can be challenging to keep brand consistency, identity, and legal compliance top of mind. Utilizing brand asset management software can help with just that. 

Imagine you’re preparing for a large trade show at the end of the month, on top of maintaining your other always-on campaigns. You’ll likely need some customized assets for the trade show booth, such as pamphlets, business cards, and other marketing collateral. With the help of a brand management solution, you not only have access to your organization’s brand guidelines via your custom user profile, but you can use the system to order your promotional goods quickly and easily. What’s more, you can simultaneously manage your always-on campaigns thanks to your brand management solution’s social capabilities, ensuring brand-compliant messages across all channels. 

By utilizing a centralized system built to manage all of your communication efforts, your brand’s story will speak loud and clear, driving brand equity. Assessing how and when your brand chooses to communicate is a strategic tactic that will ultimately help you build a better brand over time. For more information on how brand management solutions can streamline your marketing communication efforts, be sure to check out our solutions.

Personal Selling

Communication Tools - 4

Personal selling is a communication tool wherein a salesperson gets directly in touch with the potential consumer making him/her understand the pro’s and con’s of the product. While doing so, the salesperson has to go through the key aspects of the AIDAS (Attention, Interest, Desire, Action, and Satisfaction) cycle, which are primary requirements for a sale to be considered as complete. Though this process is a bit time-consuming and costly, the outcome is generally positive, often leading to a loyal customer.

Public Relations

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This communication tool primarily concentrates on increasing the brand image of a business. Maintaining public relations with influential persons across various industries, scholars, and celebrities forms an important part of this tool. However, making use of these relations at the right time and in the right way is where the success of this marketing technique lies.


By utilizing and combining some of the above marketing communication tools, you will be able to deliver your brand’s message, loudly, and with more transparency. Communicating with your audience will help you build your brand in the future. Therefore, streamlined marketing communication campaigns and solutions can improve your sales and brand image.

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