Marketing and Communication, why is it necessary to distinguish them?

Difference between Marketing and Communication

Marketing and/or communication, the confusion in the mind of the layperson is natural.

Nonetheless, these are two distinct fields, although completely complementary.

If we consider them in terms of causality, or as inclusive sets, we can definitely simplify their relationships by considering that the first includes the second.

This means that communication can be understood as part of the larger set that is marketing, or even a tool in its service.

To clarify as much as possible this relationship of complementarity between Marketing and Communication, let’s briefly revisit their respective definitions.

Marketing

Marketing, if we stick to the etymology of the term, refers in the economic field to a concept that involves "marketing a product or service." Beyond this primary definition, Marketing must be viewed as a set of strategies aimed at perfecting and optimizing the relationships between the seller and the buyers.

This approach must therefore be thought out by the seller in advance so as to adapt the product to the expectations of the consumer.

The stakes are multiple: it will involve succeeding in imposing the product in the market but also for a company to build its brand image around the values that this product carries.

Marketing Strategy

In other words, a worthy marketing strategy reflects both the qualities of a service or product, its adequacy to the needs and expectations of the client, but also the strong identity of a brand.

A Communication Plan tailored to the product to be promoted

To succeed in this market implantation and in the mind of the client, one tool appears indispensable: a communication plan tailored to the product to be promoted.

Paradoxically, Marketing does not always benefit from a very positive aura in the collective imagination. There is often a tendency to consider marketing managers as mere "dish soap vendors," manipulators and deceptive regarding the relevance of what they seek to sell.

Communication Tools

It is precisely in this area that communication tools come into play.

The verb "to communicate" derives from classical Latin "communicare," which explicitly means "to share, to enter into a relationship with someone."

A good communication will thus aim for an essential objective: to lead the client to share the trust that the seller has in their product.

In this sense, communication extends marketing and complements it by strengthening the image of the product or service in the market and among buyers.

To achieve this, the means are multiple, whether digital media or traditional media, advertising, targeted promotion, etc.

However, communication must primarily be in synergy with the qualities of the product and highlight these qualities according to the profile of potential buyers.

It follows that, more than in terms of differences, the concepts of marketing and communication must be understood in terms of complementarity, as the close association of these two fields is the best guarantee of success regarding the lifespan of a product.

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