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Difference between Corporate Communication and Marketing Communication

Last Updated : 19 Mar, 2023
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1. Corporate Communication: 

Corporate communication refers to the communication work of the company or enterprise itself and its attempt to inform the public. In corporate communication, messages are developed/created to convey the beliefs and goals of an organization or company as a single institution. It mainly deals with issue management, mergers, and acquisitions, litigation, corporate to client communication, etc. It works on promoting a corporate identity and coherent corporate image. 

Corporate communication strategies and tactics :

  • Internal communication: This involves communicating with employees to keep them informed about the company’s mission, values, and goals.
  • External communication: This involves communicating with external stakeholders such as investors, customers, and the media to maintain and enhance the company’s reputation.
  • Crisis communication: This involves communicating with stakeholders during a crisis to mitigate damage to the company’s reputation.
  • Stakeholder engagement: This involves building and maintaining relationships with stakeholders by communicating with them regularly and involving them in the company’s decision-making process.

2. Marketing Communication: 

Marketing communication refers to inform or communicate about the service/product to the consumer/customer. In marketing communication messages are structured to convey customers about the product and purchase a particular product or service. It mainly deals with demand, generation, product, service, customer, sell, and marketing. It works on promoting one company’s product or service to provide satisfaction to customers as well as make a profit in business. 

Marketing communication strategies and tactics :

  • Advertising: This involves using paid media channels such as television, radio, print, and online advertising to promote the company’s products or services.
  • Public relations: This involves using earned media channels such as media coverage, press releases, and events to generate interest in the company’s products or services.
  • Personal selling: This involves using salespeople to engage with potential customers directly and persuade them to make a purchase.
  • Sales promotions: This involves using promotions, discounts, and incentives to encourage customers to make a purchase.

Similarities between corporate communication and marketing communication:

  • Communication Goals: Both corporate communication and marketing communication have the same goal of effectively communicating with a specific target audience. They aim to inform, educate, persuade, or influence the audience in some way.
  • Target Audience: Both types of communication are directed towards a specific target audience. The target audience may include employees, customers, investors, or other stakeholders.
  • Branding: Both types of communication aim to promote and reinforce the brand identity of the organization. They seek to build a strong and positive image of the organization in the minds of the target audience.
  • Strategic Approach: Both corporate communication and marketing communication require a strategic approach. They involve planning, research, and execution of communication activities to achieve specific objectives.
  • Integrated Effort: Both types of communication require an integrated effort to be successful. They involve the coordination of different communication channels such as advertising, public relations, social media, and others to achieve the desired results.
  • Measurable Outcomes: Both corporate communication and marketing communication are evaluated based on their outcomes. They require tracking and measurement of the effectiveness of communication activities to ensure that they are meeting the intended goals.

Difference between Corporate Communication and Marketing Communication :

S.No. CORPORATE COMMUNICATION MARKETING COMMUNICATION
01. Corporate communication refers to the communication work of the company or enterprise itself and its attempt to inform the public. Marketing communication refers to inform or communicate about the service/product to the consumer/customer.
02. It mainly deals with issue management, mergers and acquisitions, litigation, corporate to client communication etc. It mainly deals with demand, generation, product, service, customer, sell and marketing.
03. Target audience of corporate communication is multiple stake holders. Target audience of marketing communication is customer.
04. In corporate communication there is less room for creativity. In marketing communication there is more room for creativity.
05. In corporate communication, messages are developed/created to convey the beliefs and goals of an organization or company as an single institution. In marketing communication, messages are structured to convey customers about the product and purchase a particular product or service.
06. Corporate communication focuses on creation and execution of corporate publications. Marketing communication focuses on creation and execution of printed marketing publications and analyzing marketing strategies.
07. Practitioners are communication, messaging, media and organizational specialists. Practitioners are marketing, advertising and graphics professionals.
08. Corporate communication is possible through multiple channels. Marketing communication is possible through set of defined channels.
09. It works on promoting a corporate identity and coherent corporate image. It works on promoting on one company’s product or service to provide satisfaction to customer as well as make profit in business.
10.

It has following types-

  • Internal communication
  • External communication

It has following forms-

  • Social Media Marketing
  • Blogging
  • Online Advertising
  • Print Advertising
  • Content Marketing
11.

Importance of corporate communication is mentioned below for a business-

  • Aids in crisis management
  • It helps the business expand
  • It fosters corporate culture

Importance of marketing communication is mentioned below for a business-

  • It aids in creating strategic objectives.
  • Increases profits
  • Encourages goodwill
  • It provides you with a competitive edge.

Conclusion:

While both corporate communication and marketing communication are critical functions for any business, they have distinct differences in their focus, scope, target audience, messaging, and metrics. By understanding the differences between the two, businesses can develop a more effective communication strategy that leverages the strengths of each approach to achieve their business goals.


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