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Corporate vs Marketing

Talking the talk − corporate versus marketing communications

Communication is communication, right? Not necessarily. Marketing and corporate communications are often interchanged, often to the detriment of the narrative’s intention.

While both types of communication are about telling a story, it’s the way that story is told and to whom that story is told that defines whether it should be in the marketing corner or the corporate box.

What is corporate communication?

Corporate communication is about developing, executing, and managing communications intended to create a favourable point of view among stakeholders. Good corporate communications keep information flowing between companies and their stakeholders so the business can continue to grow and move in the right direction. And it’s not just reports between executives and board members. Corporate communications include any message delivered to a business’s audience − from employees and the media, to the general public.

The ultimate goal of corporate communication is to firstly explain a company’s mission and secondly to communicate that same message to every stakeholder. Primarily, corporate communications should maintain a company’s reputation by overseeing its general communication strategy, branding initiatives, internal/employee communications, organisational identity, responsibility, reputation, crisis communications, investor relations, and public relations.

What is marketing communication?

Marketing Communications – or MarCom – is described as all the messages and media deployed to communicate with the market. It includes advertising, direct marketing, branding, packaging, online presence, printed materials, PR activities, sales presentations, sponsorships, even trade show appearances. Basically, it’s all the messages and media used to communicate with your audience and includes the message sent, the means through which it’s sent, and the people it’s meant to reach.

The primary goal of marketing communication is to reach a clearly defined audience and influence its purchasing behaviour. Its secondary objective is to create and maintain relationships with customers, prospects, and other external audiences.
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.

If you need more information, call Mike Holland on 0414 394 440 or email me:
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