Difference Between Marketing and Communication Objectives

Confused about distinguishing between marketing and communication? Unsure of which one to opt for? Don’t worry, this guide is designed to help you! Here, we’ll explore the traits, objectives, and differences of each field. Let’s dive right in!

Marketing vs. Communication in Shorts

Marketing = A suite of actions aimed at creating, promoting, and selling a product or service

Communication = The field comprising all tasks related to the management of a company’s internal and external communication

The distinctions between marketing and communication can be drawn based on:

• Their objectives
• Their reach
• Their target audience
• Their tools

What is Marketing?

Marketing is an overarching concept, often hard to precisely define.

Essentially, marketing entails all activities connected to managing the relationship between a company and its customers. It’s a suite of actions aimed at creating, promoting, and selling a product or service, with the objective of meeting customer needs while generating profits for the company.

However, marketing extends beyond mere sales or promotional activities. It’s a complex process encompassing all actions linked to managing the relationship between a company and its customers: market research, market segmentation, targeting, positioning, and marketing mix.

Marketing Objectives

While marketing objectives can vary among companies and products, they generally concentrate on three primary elements:

1. Identifying Customer Needs and Wants

   Marketing’s first objective is to understand the needs and wants of customers, facilitating the creation of products and services that align with their expectations. This objective necessitates rigorous market research and a keen understanding of current consumer trends.

2. Creating Value for Customers

   The second marketing goal is to create value for customers. This is achieved by offering quality products or services that cater to specific customer needs, continually enhancing the quality of these products or services, and developing an efficient, responsive, and accessible customer service.

3. Increasing Sales and Profits

   The third marketing objective is to boost the business’s sales and profits. This necessitates effective product or service promotion through communication channels suited to the target audience.

However, we’ll delve deeper into the topic of communication later in this guide.

Different Stages of Marketing

• Market Research: Understanding customer needs and expectations, and identifying consumer trends and competitors.
• Market Segmentation: Dividing the market into groups of consumers sharing similar traits, enabling better understanding of their needs.
• Targeting: Selecting the most profitable market segments and adapting the marketing strategy accordingly.
• Positioning: Creating a clear and differentiated brand image in the minds of customers.
• Marketing Mix: Choosing suitable products, pricing, distribution channels, and communication means.

What is Communication?

In the professional domain, communication is a key field encompassing a variety of tasks linked to a company’s internal and external communication.

Different Types of Professional Communication

The main types of communication include:

• Verbal Communication: The most common form of communication, utilizing spoken or written language.
• Non-Verbal Communication: Includes gestures, facial expressions, body movements, etc., allowing for information transmission.
• Corporate Communication: Managing a company’s external communication to create and maintain a positive brand image.
• Internal Communication: Focusing on communication between members of an organization.
• Crisis Communication: Deployed in a crisis situation, aiming to quickly and effectively communicate with stakeholders.

Communication Objectives

Though communication objectives can vary based on context and individual or company needs, some general objectives are commonly targeted:

1. Providing Information: Communication often takes the form of disseminating information about a product, service, company, or event.
2. Persuading an Audience: Communication aims to persuade an audience to adopt a particular view or decision.
3. Educating: Communication can include training programs, online courses, or awareness initiatives.

What are the Differences Between Marketing and Communication?

1. Their Goal

   Marketing = Maximizing business sales and profits

   Communication = Informing (and persuading) the public

2. Their Scope

   Marketing encompasses a broader range of activities related to the sale of a product or service, while communication focuses on delivering a specific message to an audience.

3. Their Target

   Marketing target = Potential customers

   Communication target = Anyone interested in being informed or educated about the subject

4. Their Tools

   Marketing and communication utilize different tools to achieve their objectives.

Marketing Communication

This refers to all the communication actions implemented by a company to promote its products or services to its customers and prospects.

FAQs: Marketing vs. Communications

Is communication part of marketing?

Yes, communication is a crucial component of marketing. However, while these two fields have differing objectives and approaches, they are significantly interconnected and interdependent.

Do marketing and communication share commonalities?

Yes, marketing and communication have a few similarities:

• Some goals
• The target audience
• Some tools and techniques
• The importance of creativity

How do you decide between setting up a marketing campaign or a communication campaign?

The choice depends on your goal. If you aim to promote a product or service, a marketing campaign may be more suitable. However, if you aim to inform, persuade, or educate the public, a communications campaign might be a better fit.