Effective marketing communication has the power to motivate your audience into action and significantly enhance business outcomes. However, achieving excellence in communication requires Chief Marketing Officers (CMOs) to establish a strong foundation and assess the competencies within their marketing communication team.

In this article, we will break down the intricacies of this process and provide valuable insights to empower marketing leaders in making a substantial impact. Let's dive deeper into the world of marketing communication competence.
Why Marketing Communications matter so much
Marcom isn’t only about promoting a brand; it gives your brand a personality. Along with CX, marcom matters a lot for loyalty and brand memory. How a brand decides to speak to and engage its audience in turbulent times makes a huge difference.

It shows customers what you stand for as a brand and how you prioritize them. But most brands fail to intentionally communicate with their audience since unaligned communications often lead to inconsistent brand interactions.

Challenges in Executing Digital Marketing Strategy
What you can do about it
There’s an empathy gap. Brands collect customer data to offer personalized communications, but it takes more to orchestrate customer journeys in a digital setting.

You need a single unified view of the customer. Different departments have different information about a customer, meaning no one has the complete picture of the customer and what matters to them. Customers expect empathy, not just in brick-and-mortar stores but online too.

Technology coupled with the human touch can accelerate marketing growth. With AI and cloud tech revolutionizing marketing- we can finally understand customers’ digital body language and orchestrate the journey that resonates the best with them.

Why consumers unfollow brands on social media
Structure, Focus, and Goals
Marketers have long been conveying what they want to say, but that doesn’t make a message compelling to the audience. An effective marcom plan zeroes in on customer needs and preferences. It’s what they need to hear, not what you want to tell them.

Structure your communication strategy and make it result-oriented. What do you want your audience to know? What should they know? How do you want them to feel? What’s the end goal?

No one needs a ramble or an unending monologue. Help your prospects visualize what you’re communicating; make it look concrete. Engage your ICP by having them participate in the conversation and addressing their pain points.

MArketing automation software market revenue worldwide in billion U.S. Dollars
Marketing Software to bolster your communication plan

There are a plethora of marketing tools in the market. Since Ciente maintains a vendor-neutral stance, we’ve enlisted software/platforms that have worked for us.

Adobe Campaign
With the acquisition of Neolane in 2013, Adobe Campaign empowers marketers with an integrated customer view, personalized communications that happen in real-time, and dynamic content and AI-powered dashboards.

It’s a top-rated tool but doesn’t offer any free trials. Most users appreciate how they can easily integrate it with other solutions and platforms.

Marketo Engage
With Adobe acquiring the marketing automation company Marketo for $4.75 billion, it added another powerful tool to its repertoire of tech software. Marketo Engage is a preferred choice of B2B professionals as the sales cycle tends to be longer.

Marketo Engage could also help with lead management and scoring. Though the usability is on point, most new users find its learning curve to be a little complex.

Pardot
Pardot by Salesforce allows users to experiment with dynamic content, A/B test their marcom campaigns, score leads leveraging AI-powered triggers, and create relevant messaging at the right time with detailed prospect activity.

Though Pardot integration is smooth with other tools, it has limited customization options for marketers.

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