Communication and Marketing or Communication in Marketing?

First of all, I think it is worth analyzing the title. This double title, with an interrogative/enigmatic formulation, is, in our opinion, the most suitable for highlighting today’s subject. Our goal is to approach Communication and Marketing, not in a “traditional” way, that is to say as two distinct parts/areas of product promotion.

But through IMC’s new perspective, “Integrated Marketing Communication”, a new communication concept that was introduced in the United States around 2000 and is now recognized by the majority of marketers as the “key” to achieve high quality in advertising and promotion. .

Although various definitions of integrated marketing communications have been given by marketing experts, there is no universally accepted definition. Given the spirit of the analysis that we have followed so far in our articles, the preponderant place, that is to say, Communication in a dominant position among the advertising and promotional devices, the following definition has been preferred here more complete: “IMC is a communication design concept marketing, which recognizes the added value of this integrated communication plan which assesses the strategic role of several communication tools (for example, general advertising, sales promotion, direct response actions, public relations) and synthesizes these tools so that there is coherence, clarity and maximum effect of the message on the target audience”.

From the above, it is easy to understand something that we have pointed out previously: our study over the years has shown the total confusion that exists in the majority of companies, which, despite their generally good operating conditions, do not seem understand that the Marketing department cannot replace the Communication section. Instead, there should either be two separate departments working together, or the communications and public relations manager should step in in an advisory manner when the communications situation calls for it.

It is not possible – and of course it would be unreasonable – to question Marketing techniques in the least. However, since globally, the marketing communication tools available to marketers are increasing every day thanks to globalization and the development of new technologies, it is now considered imperative to clear up any confusion on behalf the overall quality of communication.

The importance, after all, that must be given to the correct communication of the product is confirmed by two main characteristics of IMC. One is neutrality with regard to the choice of media and methods of communication. IMC does not consider any media or means of communication better than others but uses on a case-by-case basis all the media to which the consumer is receptive and which are chosen according to the cost-benefit ratio.

Moreover, IMC perceives as potential communication channels all the “contacts” that the consumer has with the brand or the company. All of these “contacts”/elements of an IMC program must “speak with one voice”, ie work together to deliver the exact same message and reinforce each other. The second feature we emphasize is relationship building. This is the “key” to modern marketing and IMC is the primary means to this end. Building relationships involves a dialogue between the brand/product and its consumer. It is precisely this planning and coordination that is the responsibility of a specialized Communication department.

So, since we are talking about a company that claims to want to stay strong in its market, we automatically accept two positions. First of all, when designing strategic communication plans, the role that the various elements of the promotional mix, such as advertising, sales promotion, public relations, etc., are called upon to play, must be fully clarified, because each of these elements has strong and weak characteristics, presented on a case-by-case basis.

For example, advertising, despite its benefits, is often perceived by consumers as unreliable. Also, that companies cannot achieve their goals if they do not have good relations with the public. It is therefore imperative that they develop relationships with their audience that are not limited to the simple sale of a product or service. This is something that is undeniably much more true today, due to the increasing competition in business.

So let’s complete our analysis with a few key findings:

How important is communication and marketing in business?

Communication and marketing are extremely important for businesses. Communication helps businesses build relationships with customers and partners, while marketing helps businesses promote their products or services. Without effective communication and marketing, businesses would struggle to build and maintain relationships to promote their products or services and ultimately drive sales.

What is the relationship between Communication and Marketing?

The relationship between communication and marketing is that communication is the process of sending and receiving messages while marketing is the process of creating value for a business through the creation and distribution of products or services. Communication is necessary for marketing to take place because it is how information about a company’s products or services is disseminated to potential customers. Marketing cannot be done without communication. Therefore, communication is essential for effective marketing as it enables businesses to reach their target market. It also allows feedback to be collected and used to improve future marketing campaigns.

How should communication and marketing be linked?

There is no single answer to this question, as communication and marketing can be linked in different ways depending on the specific goals and objectives of the organization. However, in general, communication should support and reinforce marketing goals and objectives and vice versa. For example, if the marketing objective is to increase brand awareness, communication activities should be designed to increase brand awareness and create a positive association with it.

We need not dwell further on the relationship between communication and marketing techniques. After all, the objective, which was to clarify the role of Communication in this relationship, we believe has been achieved.


Written by Fotis Pantopoulos.
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