Marketing communication practitioners have traditionally focused on the creation and execution of printed marketing collateral; whereas academic and professional researchers have developed underlying theory using strategic elements of branding and marketing in order to ensure consistency of message deliverythroughout an organization - the same "look & feel" – stressing the need to reduce incongruity. Many trends in business can be attributed to marketing communication; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions and the trends to blogs, email, and other online communications.
Marcoms is also pivotal within branding indeed branding can in many ways be said to have driven interest in advertising theory searching for ever more effective advertising media and messages to better communicate the brand or corporate positioning. With the rise in internal marketing, internal brand communications have also become more important leading to Brand strategies to comment that marcomms includes everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging.Thus, every experiential opportunity that an organization creates for its stakeholders or customers is a brand touchpoint. Hence, it is vitally important for brand strategists and managers to survey all of their organizations brand touchpoints and control for the stakeholders or customer's experience. Marketing communication, as a vehicle of an organizations brand management, is concerned with the promotion of an organizations brand, product(s) and/or service(s) to stakeholders and prospective customers through these touchpoints.