# Marketing Communications is a business-critical pillar now – and in a post pandemic future
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-05-27
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Why Integrated Marketing Communications is Crucial for
Meta Description: Discover the importance of integrated marketing communications in a post-Covid world. Learn how to adapt strategies for long-term success and growth.
URL: https://financedigest.com/marketing-communications-is-a-business-critical-pillar-now-and-in-a-post-pandemic-futurehtml

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_By **Dominic Walters**_

The Covid-19 pandemic outbreak led to marketing budgets around the world shrinking at the fastest pace since the last global recession with all areas of marketing impacted, according to the IPA Bellwether Report published in the first quarter of 2020. While activity has picked up in the first quarter of 2021, many businesses still face an uncertain future and budget cuts remain the top concern and biggest challenge for marketers across different industries.

**Marketing is your first line of defence**

Even though businesses have been operating in crisis mode, they have overlooked an important aspect of risk management and mitigation: [marketing communications](https://www.financedigest.com/improving-reputation-in-the-banking-sector-through-marketing-communications.html "IMPROVING REPUTATION IN THE BANKING SECTOR THROUGH MARKETING COMMUNICATIONS") is a business’ first line of defence in a crisis. Regardless of a business’ size or industry, the marketing team is part of the company’s backbone. It shapes and builds an organisation’s reputation with all key stakeholders and it establishes credibility and stability in the eyes of investors, shareholders and partners. It [fosters customer](https://www.financedigest.com/allianz-benelux-taps-into-modern-data-management-to-combat-fraud-and-foster-a-positive-customer-experience.html "Allianz Benelux Taps into Modern Data Management to Combat Fraud and Foster a Positive Customer Experience") loyalty and it keeps employees engaged and inspired. Agile marketing also means a company can [quickly adapt to changing](https://www.financedigest.com/seeking-right-tone-new-uk-pm-truss-had-to-quickly-change-gear-for-queen.html "Seeking right tone, new UK PM Truss had to quickly change gear for queen") environments. [Covid-19 has provided](https://www.financedigest.com/recovery-bus-provides-cool-relief-for-s-koreas-covid-19-testers.html "‘Recovery bus’ provides cool relief for S.Korea’s COVID-19 testers") a big lesson on the importance of agility as companies found they had to pivot in order to respond to rapidly unfolding events.

As the [world continues to respond to the aftermath of the pandemic](https://www.financedigest.com/explainer-how-the-world-health-organization-might-fight-future-pandemics.html "Explainer-How the World Health Organization might fight future pandemics"), challenging times lie ahead for businesses. New communication channels and opinion [leaders are constantly emerging](https://www.financedigest.com/g7-leaders-arranging-emergency-summit-after-poland-missile-strike-kyodo.html "G7 leaders arranging emergency summit after Poland missile strike – Kyodo") and audiences have different needs and priorities. In this [changing world](https://www.financedigest.com/deloitte-research-reveals-inaction-on-climate-change-could-cost-the-worlds-economy-us178-trillion-by-2070.html "Deloitte research reveals inaction on climate change could cost the world’s economy US8 trillion by 2070"), matching business strategies to marcomms intelligence can protect the company while informing growth. Now is definitely the right [time to amplify your company’s](https://www.financedigest.com/oxford-bus-company-outsources-for-the-first-time.html "Oxford Bus Company Outsources for the First Time") marcomms efforts. When done well, a truly integrated marcomms strategy which leverages each and every discipline within your organisation – from public, government, employee and external relations through to digital, brand management, advertising and storytelling – can deliver impactful short and long-term results.

So once you’ve recognised the [impact that integrated marketing communications](https://www.financedigest.com/how-mifid-ii-will-impact-financial-advisor-communications.html "HOW MIFID II WILL IMPACT FINANCIAL ADVISOR COMMUNICATIONS") can have, how can you get started on making the most of this often underutilised discipline?

**Give marcomms a [place at the top](https://www.financedigest.com/revealed-the-top-5-places-brits-expect-to-find-the-one-in-2016.html "REVEALED: THE TOP 5 PLACES BRITS EXPECT TO FIND ‘THE ONE’ IN 2016") table**

![Dominic Walters](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/dominic-2-e1622143619649-1736838310329-compressed.jpg)

Dominic Walters

Start by giving marcomms a place at the [top table](https://www.financedigest.com/olympics-freestyle-skiing-gu-lands-big-air-gold-china-moves-to-top-of-medals-table.html "Olympics-Freestyle skiing-Gu lands Big Air gold, China moves to top of medals table"). Nothing will change unless it comes from the [top and from there it will filter down the organisation](https://www.financedigest.com/adding-value-to-your-organisation-by-attracting-top-gen-z-finance-professionals.html "Adding value to your organisation by attracting top Gen Z finance professionals"). Once you’ve established it as a central part of the business priorities, move on to assessing how your business strategy, mandate, [employee relations or services](https://www.financedigest.com/four-tips-to-help-reduce-employee-ghosting-in-financial-services.html "Four tips to help reduce employee ghosting in financial services") have changed or evolved over the past 12 months. Are you operating in a sector that may be perceived as high risk, or been impacted by the pandemic? Has your investment [plan changed](https://www.financedigest.com/exclusive-olympics-paris-2024-plans-games-relay-changes-fewer-torches-source.html "EXCLUSIVE-Olympics-Paris 2024 plans Games relay changes, fewer torches-source")? Are your [employees working](https://www.financedigest.com/how-to-protect-your-employees-mental-health-while-remote-working.html "How to protect your employees’ mental health while remote working") in a different setting? If the answer is yes to any of these questions, then you need to consider how you are going to communicate this evolution to your most important stakeholders. They need to know about the ‘new you’, how the changes will impact them and be reassured that you [remain a stable and credible business](https://www.financedigest.com/iran-open-for-business-but-caution-remains-the-watchword.html "Iran: ‘open for business’ – but caution remains the watchword") that is fit for the future.

After examining what has changed within your organisation and industry look at the wider environment you operate in, what other external or internal factors may affect your [business in the coming months and years](https://www.financedigest.com/2018-is-a-year-of-regulation-is-your-business-ready.html "2018 is a year of regulation – is your business ready?")?

**Find the right talent and abolish silos**

Once you’ve identified your [business needs](https://www.financedigest.com/what-is-premises-liability-coverage-and-why-does-your-business-need-it.html "What is Premises Liability Coverage … and Why Does Your Business Need It?"), you’ll be able to decide what talent and skills you need, what each marketing discipline can offer to the organisation and whether you need to outsource any work to external suppliers. Ensure your marketing team doesn’t end up working in silos. A [common mistake](https://www.financedigest.com/5-common-tax-mistakes-small-businesses-make-in-australia.html "5 Common Tax Mistakes Small Businesses Make in Australia") many organisations make is to split their marcomms team into different departments. Businesses mistakenly try to create a structure where different marcomms teams are fitted around the leadership team or business as opposed to being established as one function. You might see branding under one manager, PR under the CEO, government relations under corporate comms and internal communications under HR.

As a result, these teams don’t [communicate as effectively and often end up competing for budgets](https://www.financedigest.com/strategic-budgeting-ensures-success-of-community-support-programs.html "Strategic Budgeting Ensures Success of Community Support Programs"). This can lead to diluted messaging and [missed opportunities](https://www.financedigest.com/accountants-risk-missing-post-brexit-opportunities.html "Accountants risk missing post-Brexit opportunities") to work together on powerful campaigns to amplify activity. There’s no one size fits all when it comes to organisational structure as every business has different requirements, and it’s quite likely that you will need to [consider various options](https://www.financedigest.com/cryptoverse-is-bitcoin-out-of-the-woods-consider-the-options.html "Cryptoverse: Is bitcoin out of the woods? Consider the options") when it comes to your marcomms teams. Consider which areas need more focus than others and what purpose each team has. It’s important to think of your marketing comms team as a unit that works in unison to achieve the best outcomes.

**Develop a powerful narrative**

Once you’ve ensured [everyone is working](https://www.financedigest.com/working-from-home-everyone-is-different.html "Working from home, everyone is different.") in alignment, get your narrative clear and find the best channels to get it in front of your audiences. One of the greatest powers of marcomms is the abundance of routes it can utilise to communicate with different stakeholders. From my experience, the key is to focus on a powerful narrative that communicates the big, bold and simple messages to quickly establish a voice and reach your key audiences with these messages at the right time. Anything that gets too technically-led tends to either miss the point or lose the audience halfway through the delivery.

**Energise your people**

Your employees should also be considered in your marcomms efforts. Before embarking on any external communications, energise the workforce, focusing on internal communications. After all, your [employees are one of your most important](https://www.financedigest.com/why-is-employee-reward-and-recognition-so-important.html "Why is employee reward and recognition so important?") stakeholders – the business brand ambassadors – so you need to get them on board with your plans.

**Make a long-term commitment to your marcomms**

Marketing [communications is uniquely able to flex and be agile enough to support](https://www.financedigest.com/51-of-brits-support-teresa-may-and-would-grant-access-to-their-personal-communication-and-internet-browsing-history-as-part-of-the-snoopers-charter.html "51%* of Brits support Teresa May and would grant access to their personal communication and internet browsing history as part of the Snooper’s Charter ") the business to take advantage of opportunities that may arise to help build credibility.

Make a long-term commitment to your marcomms. Future proof your strategies by reviewing them on a regular basis and decide which ones are here to stay and which you’ll be changing. Marcomms are not a ‘nice to have’ or a team that you bring in temporarily to deal with an incident when your reputation is on the line. They’re an integral part of your [business on a day-to-day basis and it’s more important than ever to give them the space](https://www.financedigest.com/advice-on-launching-a-business-in-a-new-market-space.html "Advice on launching a business in a new market space"), investment and time they need to protect and enhance your company’s DNA.

**_Author Bio_** **_:_**

_Dominic Walters is an international leading B2B marcomms strategist and author of “Cutting Through the Bull – [Harnessing the Power](https://www.financedigest.com/trusting-your-gut-how-to-harness-the-power-of-your-business-instincts.html "Trusting your gut: how to harness the power of your business instincts") at Your Fingertips._

_Dominic advises ambitious businesses and leadership teams on how to [shape effective marketing communications strategies](https://www.financedigest.com/creative-courage-is-the-go-to-strategy-for-tech-marketers-in-a-post-pandemic-age-shaped-by-study-reveals.html "“Creative courage” is the go-to strategy for tech marketers in a post-pandemic age, Shaped By study reveals") that drive business growth, launch or transformation objectives Over the past 20 years, he has advised and held senior roles in a range of organisations including BAE Systems, Network Rail, Inmarsat PLC, BP, Shell, PizzaExpress Hong Kong._

_https://dominicwalters.net/_


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