Marketing vs. Communication: who’s responsible for what?

By creating good engagement with consumers, a company hopes, among other things, to improve its reputation, increase sales, and strengthen the brand. This can be done with various marketing and communication initiatives.

Note that here we are talking about two different fields because each has a specific function. Even so, they still cause confusion about what they do.

Understanding Marketing

In general, marketing researches, analyzes, plans, executes, and measures all activities related to acquiring consumers. In other words, marketing prepares people to make a purchase.

Marketing helps to identify the target market and audience for your products/services and establish a communication strategy. Meaning, it is focused on selling a product or service. Communication, together with advertising and public relations, is part of the marketing scope.

Understanding Communication

Communication is how you deliver marketing ideas to your target audience. It’s about creating consistent messages from your company across all channels. Furthermore, we can say that the focus of communication is on opinions and perceptions. A great example of this can be found in politics.

In businesses, communication plans are a tactic within the marketing plan, therefore, it should also be very strategic. For that, it’s important to always remember that good communication must deliver the right message that resonates with your target audience.

Differences between Marketing and Communication

We understand that communication is part of an ample marketing plan, but, when talking about the differences between the two fields, it’s important that:

  • While marketing plans are specific to consumers, communication plans can be broader, creating messages for other stakeholders, including employees, partners, suppliers, shareholders, in short, any audience that can play a significant role in the success of marketing efforts.
  • Marketing focuses on the “who” (on the consumer), while communications will focus on the “how” (on the message).
  • Marketing involves creating a strategy or plan that a company will use to sell its products and services. Communication focuses on building relationships, internally and externally, and creates specific innitiatives used to spread the word about a product, service, or company.
  • Marketing involves strategic planning to promote a company and its products, while communication is part of how the marketing strategy is executed.

In short, to understand the differences between marketing and communication, communication is the message that promotes your marketing strategies.

Wrapping up

The goal of this article was to show the differences between marketing and communication, but it is important to understand that in order to improve your business objectives and strengthen your brand, both disciplines must complement each other.

And if you need strategies to help improve your brand’s engagement with your customers, check out our website to see how we can help.

While you’re here, don’t forget to check out our other articles and project cases available in our Signia InSights.

Till next time, stay healthy!

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