The Difference Between Marketing and Communications…and Why You Should Care

The next time you see job openings for a Director of Marketing, a Director of Communications, and a Director of Marketing + Communications, acknowledge that they are three completely different roles. 

Marketing and communications are often used interchangeably. However, they are not one in the same and missing elements of either function can have a ripple effect through an organization and its outreach + promotion initiatives. 

Tell Me More

At its core, marketing:

• Identifies the what and the why

• Zeroes in on your audience and accompanying segments 

• Educates and promotes a product or service for the purpose of a conversion

• Brings a product/brand to life

• Shines a light on the competitive space

Communications brings marketing to life and:

• Conveys a specific message

• Is ‘the how’ 

• Makes the connection from the core message to marketing channels including social media, email, website, etc. 

• Prompts a call to action: enroll now, follow us, donate here

While marketing asks, “What do we need to say, and why?” communications asks, “How do we say it, and where?” Some in-house communications functions also have some public relations components involved. 

Why This Matters 

When you clearly distinguish between marketing and communications, your strategy and tactical implementation are cohesive. The marketing work identifies the right audiences, channels, and value-add, while communications ensures appropriate key messaging and resonance on appropriate platforms. 

Example: For your end of year campaign (have you started planning?), pinpointing the theme, goals, and segments (marketing) sets up the social media, email, other outreach plans–and accompanying stories, hooks and calls to action–for success. 

What Do I Do Next? 

In order for your marketing to be on point, you need to:

• Nail your value proposition

• Conduct audience research

• Refine your target audiences

• Understand the difference between features and benefits

• Tighten up your brand

With this information, you can determine what channels make sense. If you don’t know who your audiences are, for example, you will spread yourself too thin trying to be everything to everyone. 

And remember…if you are lined up side-by-side with 2-3 competitors and the branding is stripped away, you should stand out.