Marketing communication: how does it complement institutional communication?
Posted: Tue Dec 03, 2024 8:51 am
Many managers are confused about what types of communication exist and which ones should be worked on in a company.
Institutional communication is one of the best known and most used, but there are others that, despite being different, can be complementary.
Marketing communication, for example, is part of integrated communication and helps in the positioning and enhancement of a brand.
With the public's wide access to information, it is essential that companies are concerned with visibility and choose the right communication channels to engage with their target audience.
Regarding this choice, two types of communication stand out: institutional and marketing. If you want to know how they relate, be sure to read this post!
What is marketing communication?
Marketing communication is an area of corporate communication . This area is aimed at promoting companies' products and services and uses strategies such as merchandising, promotions and strategic advertising to increase sales.
As it focuses on increasing revenue, it differs from institutional communication, which seeks to convey the corporation's identity to stakeholders.
In other words, the purpose of marketing communication is to promote products, position the brand, increase sales, create preferences and shorten purchasing processes.
In the case of institutional communication, it is part of corporate management, branding, and the objective is to create a positive atmosphere for the organization in front of society, the press and internal and external audiences.
However, even though they are interdependent, they are related to the extent that an action carried out in one sector directly impacts the other.
How to develop it?
A series of other aspects are part of organizational vp communication officer email list communication , such as: marketing, administrative, internal, institutional communication, among others.
These divisions mean that each of them has a responsibility in view of the communicational objective.
Therefore, each one works with a specific audience, a tool and an objective.
Before outlining marketing communication objectives, it is necessary to check a few points. These are consumer habits, sales surveys by region, problems, persona difficulties and how to solve them.
Once the system diagnosis has been carried out, the professional must think of creative actions that will strengthen the relationship between the brand and customers and increase sales.
These actions can be carried out through advertising, merchandising, holding events and publicity.
It is worth noting that in addition to these actions, it is important to combine promotional plans with new media and digital marketing .
How to do it effectively?
See how to apply some strategies in marketing communication.
Advertising and publicity
Advertising refers to the generally spontaneous dissemination of a company, product or service.
A practical example is the famous word of mouth. This happens when a well-known person mentions your brand even without receiving anything for that mention.
In the case of advertising, it is always paid for and is normally broadcast on TV, radio, in magazines, billboards or banners on the internet.
Because it is presented in repetitive media with a large audience, in the case of TV and radio, the chances of the consumer remembering the brand are high.
Sales promotion
Sales promotion is a strategy designed to increase sales in a given period. Therefore, it has a defined start and end date.
This can be done through discount coupons, samples or competitions that encourage purchases.
Events
Investing in events is also a marketing communication strategy. These meetings allow the brand to get to know and interact with consumers and potential customers in a natural way.
Merchandising
Merchandising aims to present and convey information about products available at points of sale. The goal is to make the merchandise different and attractive compared to the competition.
Thus, turnover increases and sales costs decrease.
Therefore, it is clear that understanding communication and all its aspects is essential to carry out good communication work.
Furthermore, it is necessary to understand how institutional communication increases the reliability of the business and how marketing promotes actions that reinforce the importance of the product.
This way, it will be easier to integrate actions and obtain good results.
If you are interested in the subject but don't know where to start, how about reading our post about the work carried out by a communications agency ?
Discover our blog
How to be a communications professional sought after by the market?
Communication is changing at the speed of light. And given the digital boom we are experiencing today, everything suggests that these changes will become increasingly continuous.
The scenario is the same in the market. While many companies are betting on product and process innovation to survive, marketing and communication agencies are racing to meet so many trends.
Understand the importance of planning in public communication
Communication by public service institutions seeks to inform the activities of the administration and its public agents in order to satisfy the principle of transparency and accountability to society.
Through efficient communication strategies, the agency ensures the population's appropriate access to data and information on public policies, the employability of resources, fiscal responsibility and management strategy.
Institutional communication is one of the best known and most used, but there are others that, despite being different, can be complementary.
Marketing communication, for example, is part of integrated communication and helps in the positioning and enhancement of a brand.
With the public's wide access to information, it is essential that companies are concerned with visibility and choose the right communication channels to engage with their target audience.
Regarding this choice, two types of communication stand out: institutional and marketing. If you want to know how they relate, be sure to read this post!
What is marketing communication?
Marketing communication is an area of corporate communication . This area is aimed at promoting companies' products and services and uses strategies such as merchandising, promotions and strategic advertising to increase sales.
As it focuses on increasing revenue, it differs from institutional communication, which seeks to convey the corporation's identity to stakeholders.
In other words, the purpose of marketing communication is to promote products, position the brand, increase sales, create preferences and shorten purchasing processes.
In the case of institutional communication, it is part of corporate management, branding, and the objective is to create a positive atmosphere for the organization in front of society, the press and internal and external audiences.
However, even though they are interdependent, they are related to the extent that an action carried out in one sector directly impacts the other.
How to develop it?
A series of other aspects are part of organizational vp communication officer email list communication , such as: marketing, administrative, internal, institutional communication, among others.
These divisions mean that each of them has a responsibility in view of the communicational objective.
Therefore, each one works with a specific audience, a tool and an objective.
Before outlining marketing communication objectives, it is necessary to check a few points. These are consumer habits, sales surveys by region, problems, persona difficulties and how to solve them.
Once the system diagnosis has been carried out, the professional must think of creative actions that will strengthen the relationship between the brand and customers and increase sales.
These actions can be carried out through advertising, merchandising, holding events and publicity.
It is worth noting that in addition to these actions, it is important to combine promotional plans with new media and digital marketing .
How to do it effectively?
See how to apply some strategies in marketing communication.
Advertising and publicity
Advertising refers to the generally spontaneous dissemination of a company, product or service.
A practical example is the famous word of mouth. This happens when a well-known person mentions your brand even without receiving anything for that mention.
In the case of advertising, it is always paid for and is normally broadcast on TV, radio, in magazines, billboards or banners on the internet.
Because it is presented in repetitive media with a large audience, in the case of TV and radio, the chances of the consumer remembering the brand are high.
Sales promotion
Sales promotion is a strategy designed to increase sales in a given period. Therefore, it has a defined start and end date.
This can be done through discount coupons, samples or competitions that encourage purchases.
Events
Investing in events is also a marketing communication strategy. These meetings allow the brand to get to know and interact with consumers and potential customers in a natural way.
Merchandising
Merchandising aims to present and convey information about products available at points of sale. The goal is to make the merchandise different and attractive compared to the competition.
Thus, turnover increases and sales costs decrease.
Therefore, it is clear that understanding communication and all its aspects is essential to carry out good communication work.
Furthermore, it is necessary to understand how institutional communication increases the reliability of the business and how marketing promotes actions that reinforce the importance of the product.
This way, it will be easier to integrate actions and obtain good results.
If you are interested in the subject but don't know where to start, how about reading our post about the work carried out by a communications agency ?
Discover our blog
How to be a communications professional sought after by the market?
Communication is changing at the speed of light. And given the digital boom we are experiencing today, everything suggests that these changes will become increasingly continuous.
The scenario is the same in the market. While many companies are betting on product and process innovation to survive, marketing and communication agencies are racing to meet so many trends.
Understand the importance of planning in public communication
Communication by public service institutions seeks to inform the activities of the administration and its public agents in order to satisfy the principle of transparency and accountability to society.
Through efficient communication strategies, the agency ensures the population's appropriate access to data and information on public policies, the employability of resources, fiscal responsibility and management strategy.