Marcom is an acronym for Marketing Communication, and it is a tool for a promotion that use media sources like the internet, radio, television and direct mail to reach the target audience. The purpose of marketing communication is to ensure that awareness about a particular product or service is created in the market place. Marcom is a primary and complex part of the marketing efforts of a company (Ogden & Ogden, 2014, Chapter 1). It encompasses all the media and messages that a company applies while communicating with the customers in the market. Marketing communication comprises of branding, advertising, packaging, trade show appearance sales presentations, and other activities.

Begerh states that content plays a critical function in the establishment of the strategies of every method in the IMC plan. Content should be designed to work together with each technique. Interaction in integrating marketing has transformed into the area of CMOs who are consistently exploring a steady approach to persuade the customers to buy their products and services Chapter 2).  The content determines the management planning process and the level of analysis that applies to various markets. Through the analysis and proper management planning, the company can understand the need of the customer and respond accordingly to their grievances. Content determines the relevance of the message be conveyed to the target consumers and the features to be included for brands. Businesses have regulations and application of content in IMC increases the chances of acting legally within the production framework.

Content has become a significant topic of discussion in the world of customary promotion where complex technology is required in the promotion process. Marketing while using technology involves a lot of finances, and through content, a financial consultant can join the advertising disposition that matches the desires of the world of technology (Begehr, 2014, 1). In the modern world, content marketing is a new solution to embody a brand and to improve on the brands business goals. A well-organized content marketing strategy should form an essential principle of organizations that guide the development of an integrated plan and messaging across all the disciplines of marketing.