Understanding the difference between marketing and communications will help you create effective sales strategies and tactics that boost your bottom line.

2.  The expression "marketing
and communication" is
typically used to designate all
facets of the marketing
process, including
communication
Key
Components:
• Communication
• Market Research
• Customer Service
In reality, marketing is an umbrella concept
Compiled by author from source: smallbusiness.chron.com

3. Businesses may lump advertising, promotions, public
relations and other communications tools together and
incorrectly call them marketing
Communications serve a marketing strategy, which is
more planning than execution
Understanding the difference between marketing and
communications will help you create effective sales
strategies and tactics that boost your bottom line
Compiled by author from source: smallbusiness.chron.com

4. Corporate Communication
 Corporate communication is broadly
defined as a corporation's attempt to
inform or persuade the public
 Messages are structured to convey
the attitudes, beliefs and goals of an
organization or company as an
institution
 It is distinctly focused on news,
strategies or opinions of the
corporation that makes that product
or service
Marketing Communication
 Marketing messages are meant to
inform the consuming public of a
good or service
 It is created to influence consumers
to purchase a particular product or
service
 Messages are often tailored to
particular groups broken down by
age, sex and gender

5. Marketing
 Marketing will focus on the who of
social media
 The marketing department will want
to use social media tools that target a
particular audience
Communications
 Communications will focus on the
how
 The communications people will
focus on the messages sent to those
people

6. Traditional Channels
 Publications – newspapers,
magazines, journals
 Radio and television
 Billboards
 Telephones
 US Postal Service
 Face to face
New Channels
 Websites / Blogs
 Social media – Facebook, Twitter,
YouTube
 Email
 Mobile
 Search
 Videoconferencing

7. Marketing
Communication
typically centers
around three major
elements
Advertising
Public
Relations
Selling
 Picking the right methods of
communication, as well as the
right media to reach the
target audience, carries major
weight in achieving
communication objectives
Compiled by author from source: smallbusiness.chron.com

8. For a business to develop
a quality marketing
communications plan,
they need to understand:
The goal of your
campaign (i.e.
brand awareness,
leads, sales)
Your target market
The message you
want to send them
The
communication
channel that
makes the most
sense
Compiled by author from source: masterful-marketing.com

9.  Establishing marketing objectives
and developing messages are a key
part of a marketing plan
 With the objective and audience in
mind, the next phase is message
formulation
Increasing
marketing
share
Growing the
customer
base
Creating
more
favorable
brand
attitudes
Encouraging
brand
switching
Objectives include:
Compiled by author from source: smallbusiness.chron.com

10.  Marketing and communication
strategies are designed to position the
company as being superior to its
competitors
 The marketing message must show
specific reasons the customer should
purchase its products or services
 The message presents the benefits --
how they can solve a customer problem
or meet a customer need
 Highlighting the shortcomings of
competitors is another popular tactic
Compiled by author from source: smallbusiness.chron.com

11. Email
Direct Marketing
Word of Mouth
Events
Public Relations
Advertising
Compiled by author from source: masterful-marketing.com
Each of these strategies can use either traditional or new media, the choice you make is
based on which would better reach your market

12.  Advertising: Newspapers work for some industries; using pay-per-click in the
search engines works well for others. Banner advertising on websites depends on
the message, the website and the audience it reaches
 Public Relations: A quality person can get you coverage across both traditional
and new media channels
 Events: Can be held in person, via a teleconference or the Internet using
conferencing software, depending on the needs of your market
 Word of Mouth: Using in-person networking events and social media
 Direct Marketing: Postcards, letters, telephone or email will vary from business to
business
 Email Campaigns: Definitely work for those businesses who take time to build
their in-house lists
Compiled by author from source: masterful-marketing.com

13. Benefits
Features
Price
Unique selling differential
Marketers pay attention to
selecting media that match
customer demographics
From a communications
standpoint, the copy,
artwork and other aspects
of delivering the message
become the focus
From a marketing standpoint,
advertising focuses on creating
a message that announces your
product’s:
Compiled by author from source: smallbusiness.chron.com

14. The marketing side of promotions concentrates on
using customer contacts that help build your image, or
brand
The types of events chosen align with the target
customer and the product’s position
The communications side of promotions is the
announcement and execution side that makes the
marketplace aware of the event
For example, an upscale
clothing or furniture store
might want promotions that
offer personal consulting
services, rather than a
promotion that places
coupons in local newspapers
or offers a blowout sale
Compiled by author from source: smallbusiness.chron.com

15. You may want to let the marketplace know
that you have a healthy food section on your
restaurant menu
Communications focuses on getting coverage
in the local newspaper, sending direct mail to
targeted cities or running a contest on your
website that asks visitors to answer questions
about your new menu
PR should be an ongoing
communications effort of
small businesses to let the
local media know what you
are doing and how it affects
readers or viewers
Your plan should dictate what
message you send, so your in-
house communications person
or a consultant can get your
message out
Compiled by author from source: smallbusiness.chron.com

16. Public relations is
similar to advertising
in that much of it
involves messages
communicated
through mass media
1
The difference is you
don't pay for the time
or space for the
message
2
A television or
newspaper feature
story mentioning a
business, isn't paid
for, but can provide
brand exposure
3
The downside of PR is
that you don't always
control the messages
4
You can try to
influence them
through press
releases but the
media could put a
negative spin on the
story
5
Compiled by author from source: smallbusiness.chron.com

17. Not all communication is direct, or
written
Marketing involves a good amount of
consumer and marketplace psychology
The visual and audio stimuli in ads
can communicate promises of pleasure,
prestige, or the fulfillment
Images
ColorsCelebrities
Voice
tones
Types of
unspoken
communication
Compiled by author from source: bizfluent.com

18. Companies use
communication
strategies to build an
image of being a good
corporate citizen
Publicizing the
company’s charitable
activities is one way
this is accomplished
Marketing tries to find
community, regional or
national events they
could participate in to
generate publicity
Companies purchase
sponsorships to
sporting events that
receive national TV
exposure
Sponsoring smaller
events, such as kids’
local sports leagues,
can also be effective
Compiled by author from source: masterful-marketing.com

19. The continued
convergence of
marketing and public
relations will have
serious implications
both for in-house
corporate
communications
professionals and for
PR agencies
Almost half (47%) of public
relations professionals believe
PR will be more closely aligned
with marketing over the next
five years
Compiled by author from source: holmesreport.com

20. Once, sending out a quarterly
newsletter or weekly email digest
could pass as “internal
communications,” But the pace at
which today’s digital marketplace is
moving has changed all of that
It’s no longer enough to inform employees
what’s happening around the office
Instead, they need to be tied-in to the
company vision, instantly informed of
product changes and updates, and given
the opportunity to voice their insights
where applicable
That requires a major shift in mindset on
the part of the communications teams
Compiled by author from source: forbes.com Image Source: Google Images

21.  While the company intranet is still
useful for accessing internal
documents and announcements
 Many companies are turning to
persistent chat leveraging mobile
and messaging apps to reach
employees on the go
Text updates can hit
them instantly
It relieves the email
overload that has come
with the digitized world
Which leads to an ever
more agile workforce,
that is always up-to-
date
Compiled by author from source: forbes.com

22. Today, the customer journey does not end when they
get their receipt at the check-out counter
Companies need to have a strategic communications
plan that builds loyalty and trust with their customers
on an omni-channel level
It means a strong presence and interaction of social
media, instantly addressing customer concerns and
doing “damage control” if a disgruntled buyer shares
their experience online
Things like push apps,
artificial intelligence and
automation can help
Aiding overloaded
marketing and customer
service teams manage the
increase in communications
today’s customers are
thirsting for
Compiled by author from source: forbes.com

23. Saving
money
Doing
more
for less
Digitization is helping companies save
money over traditional communication
media
Cost optimization is one of the strongest
drivers for creating a strong customer
communications strategy
Compiled by author from source: forbes.com

24. Key
combinations
that bring
about sales
success:
Innovative
strategies
A comprehensive
understanding of
consumer behavior
Aggressive
communication of the
company’s message
Growing a business comes
down to the ability to sell
Compiled by author from source: smallbusiness.chron.com

25. Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

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