What role does communication play in marketing?

Communication serves as a crucial element in marketing by enabling the exchange of messages between the sender (often the brand or marketer) and the receiver (the target audience or consumers). This process involves conveying information about products, services, or brand values, which is essential for understanding customer needs, preferences, and feedback.

Effective communication helps marketers to articulate their messages clearly, ensuring that their audience comprehensively understands the benefits and features of what is being offered. It also facilitates the interaction that leads to building relationships, trust, and loyalty among consumers, which is fundamental for a successful marketing strategy.

While other functions noted in the question, such as creating brand awareness and assessing market trends, are important aspects of marketing, they are often outcomes of effective communication rather than the fundamental role itself. Communication underpins all these activities, enabling marketers to produce engaging content and interact with their audience, thus driving transactions and brand loyalty.