Communicating is a broad term in marketing that means describing the offering and its value to your
potential and current customers, as well as learning from customers what it is they want and like.
Sometimes communicating means educating potential customers about the value of an offering, and
sometimes it means simply making customers aware of where they can find a product. Communicating
also means that customers get a chance to tell the company what they think. Today companies are finding that to be successful, they need a more interactive dialog with their customers.
For example, Comcast customer service representatives will watch consumer Web sites like Twitter. When they observe consumers “tweeting” (posting) problems with Comcast, the customer service reps will post resolutions to their problems. Similarly, JCPenney has created consumer groups that talk among themselves on JCPenney-monitored Web sites.
The company might post questions, send samples, or engage in other
activities designed to solicit feedback from customers.