In seven ways that matter
I’ve worked as a business communicator, as a marketer, and as part of combined marketing communication teams.
The truth is, despite being functionally adjacent, communication has fundamental differences from marketing. And those differences are magnified in larger businesses where the stakes are higher for both disciplines.
Here are seven key ways they are different.
Objectives
The purpose of marketing is always, eventually, to sell you something. It may drive sales directly, or build awareness to create engagement that leads to sales, but it always wants your money. Marketing fails if no sale is made in the end.
The purpose of communication, on the other hand, is to impart information, news, or understanding between people. It may not lead to action at all. Communication fails if the message is not received or not understood.
Four Ps vs six Cs
E. Jerome McCarthy defined marketing as the four Ps:
- product,
- pricing,
- place, and
- promotion.
Communication is defined by Cs:
- clear,
- concise,
- concrete,
- correct,
- coherent, and
- complete.
Obviously, a different set of core values and purpose exists between the two disciplines.
Mountain moving
As a marketer, I’ve always said I could drive huge opening weekend box office for any film, no matter how bad it is, if you give me enough resources. (Attendance will drop once word of mouth starts, of course!)
As a communicator, I can change the culture of any company, no matter how large and set in its ways, if you give me enough time. (It may take a while to see movement, of course!)
Marketing is naturally drawn to the short game, communication is naturally drawn to the long game.
Expectation management
Marketers have a strong tendency to over-promise (and often under-deliver). This can apply to interactions with their own management (as they pursue funding) as well as with customers.
Communicators have a strong vested interest in setting realistic expectations with their management, and establishing a culture of trust with their stakeholders and audiences.
Marketers can justify the means if the ends are successful. For communicators there often is no end, just the process.
Brand management
Both marketing and communication have responsibility for enhancing, promoting, and protecting a company’s brand.
Marketing’s focus tends to be on advertising a brand as well as leveraging it to initiate business development opportunities.
Communication’s focus tends to be on telling the story of a brand, developing messages that build relationships with customers.
Audience
The focus of marketing is primarily on the customer. As a marketing effort becomes more intimate and targeted in relation to a given customer, the more effective it is likely to be.
Communication often has a variety of audiences and stakeholders, which may include front line workers, executive management, and the community at large, as well as customers. All may be equally important for the success of a campaign.
Primacy
In companies where sales are valued above everything, communication is seen as a subset of marketing.
In companies where reputation is valued above everything, communication is more important than marketing.