The difference between Marketing and Communication – CarnetdeBord

What is the difference between marketing and communication? The terms “marketing” and “communication” are often incorrectly used interchangeably. However, although they are actually related, they do not refer to the same concepts at all.

Lack of culture on the part of companies and professionals in this field or misuse of terminology by authors… There are many reasons for this confusion. Some experts have also noted that this confusion has become widespread because big brands are accustomed to assigning a single team, department or service to marketing and communication.

What is the difference between marketing and communication? Marketing and communication services contribute to increased demand, but their purpose and composition are completely different. But where is the difference between these activities? This is the question we will answer in this article.

What is marketing?

Marketing is the management process responsible for identifying, anticipating, and profitably satisfying customer needs. It is also a management system that ensures that producers of goods and services can know what consumers want and know how to satisfy them.

In addition, marketing is also involved in guiding companies in product development, customer identification, communication, pricing, brand development, selection of distribution channels, and many more.

It can be said that the marketing process is fundamental to the business performance of large and small companies, addressing the most important aspects of the market. Finally, marketing is about understanding the competitive market and making sure that you can exploit key trends, reaching consumers with the right product at the right price, in the right place, at the right time.

Smart marketing has led to many commercial successes. On the contrary, history reminds us that without proper marketing, you can’t get close to customers and meet their needs – and if you can’t, a competitor will do it for you.

Communication is an element of marketing

Communication is an element, component or even a sub-domain of marketing, which is a much broader field. As such, it is also part of the company’s marketing strategy.

For a company, the main objective of networking is to make its products/services known, reach potential customers, convince and retain customers and gain notoriety.

Several communication channels can be used by companies to achieve these different objectives. These include brochures, flyers, emails, advertisements, websites, social media, banners, sales promotions and campaigns, exhibitions, personal selling, press releases, sending SMS and many more.

When you contact a communications agency, you trust the experts who are able to find the best possible combination of these communications channels according to the messages to be conveyed and the marketing objectives to be achieved.

Markets adhere to the rules of supply and demand, the company makes an offer that necessarily meets a certain need, and communication will help you make your offer better known in the markets

Therefore, communication is a necessary promotional tool for the growth of any business enterprise, and sometimes includes marketing.

Marketing and communication teams in their field

We can also see marketing and communication as business related areas. However, they are not identical. While marketing refers to the broad concept of developing strategies to satisfy customers and reach them with attractive products and messages, communication is the sub-field of marketing that consists of designing messages that are adapted and influenced by channels. The most appropriate means of communication and at the most appropriate times.

There are other big differences between marketing and communication. Here are some of the most common ones:

  • In marketing, the goal is always to promote the company and products through various strategies, which are simply called marketing strategies. Communication is an integral part of implementing marketing strategies, although it is not the only one.
  • The marketing team is usually tasked with designing and overseeing advertising, public relations or communications, and promotion. The communication team, for its part, is responsible for publishing the messages it designed, but these are pre-defined by the marketing team.
  • Marketers usually rely on numbers for everything they do (such as measuring and analyzing the right price, the quantity of products to sell… On the other hand, communication professionals mainly focus on writing phrases that will impress and engage potential clients and customers. .
  • To achieve the marketing objectives, marketers note the various points under customer behaviors like customer visits, inquiries, email open rates, click rates, overall purchase rates… On their part, communication teams attach more importance to the attitude of customers towards their company’s brand.

Marketing Agency vs. Communication Agency

Another way to distinguish between these two terms is to understand the differences between the services provided by a marketing agency and those of a communications agency.

Both types of agencies aim for the same ultimate value, which is to increase the volume of business. However, the process, focus and implementation are very different.

What is the role of a marketing agency?

The primary role of a marketing agency includes a systematic process of strategy, planning, development and implementation of activities that meet the business needs of its clients.

It solves problems and reduces constraints that a business may face, develops innovative ideas and presents new opportunities for growth. It is also responsible for increasing brand awareness, generating leads from the target market and increasing conversion opportunities.

In general, industries of all sizes and types will reach out to a marketing agency if they are looking to:

  • launching a new product on the market;
  • introducing an existing product to a new market;
  • developing a marketing plan;
  • develop new strategies;
  • identifying growth opportunities;
  • build market share;
  • increase potential customers;
  • or increase sales conversions.

Although the marketing services are comprehensive, they also cover market research, marketing strategy, marketing planning, marketing communications, and everything in between.

What is the role of a communication agency

Usually a communications agency, unlike a communications agency, does not cover much depth and breadth, because communication is only one part of marketing.

Communication professionals specialize in persuasive message design, media purchasing, media planning, and the selection of the communication medium (eg magazine, newspaper, television, digital media, or brochures) that should be used to maximize reach as well as manage ad placement and frequency.

If a company goes to a communications agency, they should already know who their customers and the market are, while looking for ways to effectively target their audience. This assumes that a marketing study should be conducted at the beginning of the road.

Common communication tools include television, radio, print media (magazines, newspapers), and online advertising (social media and Google AdWords). Another peculiarity of a communications agency, they are often very creative in their ideas, ideas and design elements.

Author Antonio Rodriguez Publisher and Director of Clever Technologies

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