What is marcom and why is it important for your organisation?

Why is marcom important for your organisation?

Without a clear marcom strategy, fragmentation can quickly arise. Separate campaigns, different messages and unplanned communication can make your brand feel confusing. However, when marketing and communication are properly aligned, you benefit from the following advantages:

Recognition and consistency
By applying marcom effectively, you create a recognisable and consistent story for both your customers and your employees. This strengthens the brand identity and ensures that your organisation communicates one clear message.

Better campaign effectiveness
With marcom, you can run campaigns more efficiently because your strategy and communication are aligned with your brand goals. This prevents wasted resources and increases the chance of success.

Clarity and structure for employees
By organising marcom properly, employees know exactly who is responsible for what and with which goal in mind. This prevents confusion and improves collaboration within your organisation.

What does marcom look like in practice?

Marcom is teamwork. It consists of a mix of different roles and skills that complement each other to communicate a consistent and powerful message. In a well-organised marcom strategy, strategists, creatives, executors and data experts work together.

Strategists are the people who define the big picture and ensure that marketing and communication align with the organisation’s goals.

Creatives are responsible for the visual and content-based execution of the message, such as designers, copywriters and video makers.

Executors ensure that campaigns and communication run according to plan, from creating content to placing advertisements.

Data and analysis experts measure campaign effectiveness and ensure that communication is optimally aligned with the target audience.

How can you organise marcom in your organisation?

There are different ways to organise marcom effectively, depending on the size of your organisation and the resources you have available. Here are a few possible structures:

Small strategic core team
This team determines the direction of your marcom strategy and works with external specialists for execution. This can be ideal for smaller organisations that want to align their marketing and communication efficiently.

Broad marcom department
In larger organisations, a marcom department with diverse profiles can ensure alignment between marketing and communication. This department may consist of strategists, creatives and executors who work closely together to communicate a consistent message.

External specialists or interim professionals
Sometimes it is necessary to bring in extra expertise temporarily. External marcom professionals can quickly step in to support the organisation with specific projects or provide temporary capacity.

Whatever you choose, the most important thing is to make clear who has which responsibilities and how collaboration between marketing and communication is organised.