Communication and marketing: what's the difference?

It's not uncommon to see the words communication and marketing used interchangeably. Yet behind these two complementary concepts lie very distinct roles. If you're a small business owner or manage a small marketing team, understanding what marketing communications is all about is an essential first step in structuring your actions.

The aim of this article is to help you lay the foundations for a clear strategy, without unnecessary jargon, and avoid the mistakes many companies make when they fail to distinguish between communications and marketing.

Defining the distinct but complementary roles of marketing and communication

Understanding the difference between these two pillars is essential for any company wishing to develop its visibility, better speak to its customers and structure its actions over the long term. One defines the strategy, the other makes it shine.

What does communication have to do with marketing?

Simply put, marketing involves thinking about your offer, your prices, your distribution channels and your targets. Communication, on the other hand, provides support. It carries your messages, gives life to your image and makes you visible to your customers through advertising, for example.

What is communication?

Traditional communication refers to all the actions you take to make your products and services known, loved and bought. It encompasses all the means you use to get your message across: website, newsletters, social networks, flyers, trade shows and local press.

Communication vs. marketing: what are the concrete differences?

It's easy to mix up the roles, especially in a small structure where functions overlap. However, these two disciplines don't operate at the same level, even if they have to move forward together.

Marketing defines the strategy, communications is its mouthpiece

Let's take an example. A company wants to reach a younger target. Marketing involves creating a student offer, adapting prices and defining a positioning. Communication, on the other hand, takes care of making it known, notably via short formats on TikTok or visuals on Instagram.

Marketing thinks long-term, communication acts day-to-day

Marketing professionals set global objectives: brand awareness, image, loyalty. But to achieve these objectives, communication is necessary on a daily basis: writing posts, emailing, advertising posters... The two feed off each other.

What are the 4 types of marketing communication?

Depending on your business and your objectives, you'll use several types of communication, with different tones and channels. Here are the four main families you need to know about.

Institutional communication

This type of communication is used to build a solid reputation. It's not about a product, but about what your company stands for. It's essential for strengthening your brand's credibility, especially in a competitive environment.

Commercial communication

Here, we're talking about targeted actions to boost sales. Advertising campaigns, special offers, sales pitches: anything that will encourage your customers to buy falls into this category.

Internal communication

In the communications business, we know: it's impossible to have a strong external image if your teams don't understand the strategy. Internal communication is the key to involving your staff and turning them into ambassadors.

Crisis communication

Nobody likes it, but it's best to be prepared. Whether it's a product problem or bad buzz, communicating quickly and accurately can save your image.

Avoid inconsistencies between discourse and brand promise

Communication misaligned with your offerings can create disappointment. For example, promising 24-hour delivery when it takes 5 days is not a detail.

Making the customer experience smoother through well thought-out communication

Your customer is exposed to many messages every day. If your communication is clear, consistent and well-targeted, you'll build trust and make it easier for them to take action. It's the consistency between what you say and what you do that builds loyalty.

Key steps to launching an effective marketing communications strategy

Getting started doesn't mean doing everything at once. Rather, it's about laying a solid foundation, using simple tools adapted to your resources.

Defining your objectives, targets and message

Before communicating, you need to know who you're talking to and why. A good marketing target, a clear message and a precise objective help avoid wasted effort. You won't talk the same way to a B2B customer as to an individual.

Build a clear, structured communications plan

A well-thought-out communications plan is the cornerstone of an effective marketing strategy. It enables you to define your objectives, your targets, your key messages, as well as the most appropriate communication channels. 

This framework prevents improvisation, reinforces consistency between your actions and helps you stay aligned with your overall strategy. 

Even with limited resources, a clear plan can save time, impact... and often money.

Measure results and adjust

Once you've launched your campaigns, it's essential to track their performance: click-through rates, quote requests, interactions on social networks, sales generated... This data gives you a concrete view of what's working. 

By analyzing them regularly, you can adjust your messages or media as you learn.