So how do they differ?
The main difference between the two is the type of audiences the message is reaching. While corporate communications are written in a way that will convey the attitudes, beliefs and goals of an organisation or company as an institution, marketing messages are meant to inform the consuming public of a good or service. Where corporate communication is intended to represent the uniform opinions, strategies and motivations of an organisation, marketing communication is designed to influence consumers to purchase the goods and services that the corporate entity produces.
What’s trending in communications?
1. Better, more customer-centric storytelling
It used to be that a simple advertisement was enough to convince customers to buy something. With the proliferation of social media, however, customers are taking on the role of unofficial spokespeople for brands and business around the world. As a consequence, businesses and organisations are leveraging the power of social proof in their communication strategies.
2. Less emails, more face-to-face meetings at work
A recent report published in the Journal of Experimental Social Psychology suggests email isn’t nearly as powerful as we think it is. Instead, it suggests that face-to-face interactions are actually 34 times more successful, especially at building effective working relationships with clients or co-workers. And with remote work on the rise, platforms such as Skype, Slack, Google Hangouts, and FaceTime will put more pressure on email and help reduce traffic.
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