The integration of communication and marketing is important to creating an effective marketing strategy, but there are many differences between the two. Although together, they can be successful, acknowledging the differences allows for the creation of a more effective marketing and communication strategies. This 2-piece post will explain the difference between the two and how companies can use both in different forms to enhance the functionality of the plans.
To begin, the definition of marketing is the action or business of promoting and selling products or services, including market research and advertising. The definition of communication is the revealing or exchanging of information or news and, specifically, it is the means of creating a connection between people or places.
A marketing plan includes tactics for communicating a company’s strategy, including public relations, advertising, social media and promotions. Marketing is sometimes referred to as the business, planning, and strategy while communication is the execution side of selling. Marketing will help shape who the company is and differentiate you from competitors. Communication is crafting messages that you would like to be sent to both internal and external audiences.
Marketing may seem more important at the start as it crafts strategy and communication grows in importance as execution comes to the forefront. Traditional PR and outreach events are typically considered more communication’s based whereas product and content management follow lines along marketing. However, messages can be generated through product and content as well as using message to drive understanding and value of the intended product.
As marketing and communication are very different in that they drive messages in varying forms, understanding how they both can be used creates a strategy that increases the bottom line. As I previously discussed, communication is messaging in which promotes the marketing strategies or company position. Marketing communication is created to influence consumers therefore using different tactics such as the actual marketing position, advertising, social media, promotions and public relations.