What is Marketing and Communications?
Shantell Ogden
Global business transformation leader creating change and employee engagement / experience
In 2000, I was asked the question: What is Marketing and Communications? I had only been working for three years, and I started listing off tasks in my job simply because I didn't know what else to say.
Like many other professionals at this extraordinary time, I'm in transition and find myself again explaining my expertise. But this time, I have a complete answer.
Thanks to a couple decades of explaining what marketing and communications is to technical leaders, engineers, and entrepreneurs, I've formed and fine-tuned my perspective below.
Marketing and Communications really focuses on two core objectives:
1- Awareness and Positioning - includes creating interest in and strategically positioning the company, products/services, and leaders.
2- Selling Opportunities - includes generating selling opportunities to support growth.
Of course, there are additional aspects including strategy and planning. Marketing automation tools are a key to success and terms like account-based marketing (ABM) aren't listed as a category (but the work for ABM is reflected in other categories). Crisis communications, such as those around COVID-19, is a type of communication that would fall under Audience Focused.
In large companies, you'll find entire teams dedicated to the categories above such as digital or product marketing. In start-ups or smaller companies, you'll likely find a leader who is a strong generalist, who will grow and scale a team either with internal or agency resources.
The above graphic also highlights an answer to another question: What is the difference between Marketing and Communications?
Let's use an example of a healthcare technology company, who markets a product to hospitals. Marketing would focus on the target audience voice- in other words product storytelling to buyers at hospitals. Communications would focus on communicating the company and product value to the healthcare industry through trade media coverage, for example. Employee or internal communications can be part of the Communications function, but can also fall under Human Resources.
I hope this graphic provides a strategic framework to better understand what critical contributions marketing and communications professionals make in growing companies.
If you have any additional ideas or comments, please share them below.
OB,OE,OD Consulting, Executive Leadership Development, HR Business Partner,Thought Leader, Influencer
4 年Shantell, this presentation clearly defines the value proposition of Marketing and Communications. Very well done.
CX Strategist | Operations Manager | Program Leader | Well-Rounded Team Champion
4 年Well said, Shantell. Coming from this background myself (and having lived through work scenarios where these roles did not have a strong presence), I can say for sure that Marketing & Comms are critical to product understanding and employee satisfaction. Right now, I think there are many executives who are thanking their lucky stars that they have good people in these roles. Nothing like a health (and economic) emergency to highlight the need to be relevant to your audience and aligned within the company! Communications professionals are busier and more valued than they've ever been.
Executive Leadership in Transforming Organizations and Operations Through a Strategic and Mission-centered Focus
4 年Shantell, thanks for sharing your leadership and for the great article.
Shantell, great points. In today's world of needing guidance in a time of crises, a strong voice is critical, if not essential. Thanks for sharing.
Partner Service Excellence at Envision Healthcare
4 年Nice way to turn a pain point into an educational positive! I especially like your distinction of these 2 voices that work in conjunction with each other.