Marketing & communication serves a critical and fundamental part to a company’s business by helping in creating and sustaining demand & preference for the company’s product and services. It also helps in shortening the sales cycle by understanding the customer’s buying process and helping the sales & channel partners to identify, engage and deliver to customers. Marketing and communication include several methods such as advertising, branding, online presence, public relations activities, sponsorships, direct marketing, packaging, printed materials, sales presentations, trade show appearances, among others.
Marketing & communication industry has come a long way from traditional media such as newspapers, magazines, television, radio, direct mail, etc. to newer technologies such as websites, blogs, text messages, social media, mobile advertising and others. The Internet has enabled marketing & communication industry to reach customers worldwide with ease and comparatively at low cost. Search engine marketing (SEM) has become popular with increasing number of internet users. SEM includes search engine optimization (SEO), search retargeting and social media marketing. Growing popularity of global internet and social media marketing is also driving the market for email marketing. The growth of email marketing is also supported by the increasing usage of mobiles and smartphones, and it has also opened gateway for mobile marketing as well.
Marketing analytics software are increasingly used by organizations to optimize the return on investment (ROI) and improve the effectiveness of marketing activities. It helps organizations to gain insights on consumer behaviour, preferences and buying trends. Increasing social media activities is the major factor driving the growth of marketing analytics software market owing to the large volume of customer data generated by social networking websites.
Marketing resource management (MRM) is another emerging trend which enables the organizations to increase business revenues by fostering their marketing activities. It helps marketing departments to efficiently overcome the challenges in managing their tangible and intangible resources on a large scale.
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