I am Nicola Onida, expert in marketing and communication and founder of Facile Web Marketing, one of the most popular blogs in Italy on digital marketing and online communication. Today I will guide you through the secrets of this powerful synergy: marketing and communication.
In today's landscape, understanding what is done in marketing and communications and how these areas influence each other is crucial for every marketing manager, brand manager, entrepreneur and company manager.
Together, we will explore not only the theoretical foundations but also the practical applications, to help you effectively position your business in the market and use your marketing budget optimally.
Marketing and Communication definition and distinction
Marketing and communication are two fundamental pillars for every company that aspires to success in its market.
Let's start by defining Marketing : it is the science of exploring, creating and delivering value to satisfy market needs while generating a profit. Marketing identifies unexpressed needs and wants, focusing on strategies to influence consumer behavior.
The 3 Types of Marketing
Marketing is divided into three basic categories, each with a distinct but complementary role.
Analytical Marketing focuses on analyzing market data, examining competition, competitive environment, customer behavior, and identifying potential new market segments. This type of marketing is crucial to fully understand the environment in which the company operates.
Strategic Marketing . What is strategic marketing? It has the task of outlining a comprehensive plan, planning company activities to achieve the set objectives. This type of marketing involves not only the marketing department, but also other departments such as sales and purchasing, for an integrated strategy.
Finally, Operational Marketing is the practical implementation of this strategic plan. This phase manages the daily decisions needed to effectively implement the planned strategy, making the ideas and objectives of strategic marketing concrete.
In the words of Giancarlo Pallavicini , the father of marketing as we know it today, this is “the social and managerial process aimed at satisfying needs and requirements through processes of creation and exchange of products and values ”.
However, most people see marketing as something Phone Number Database to be afraid of . Maybe because they understand that nowadays, a large percentage of the sale of a product or service is determined by marketing.
The customer is no longer as “naive” as it once was. As Seth Godin rightly says, “ Marketing is no longer about what you can produce, but what stories you can tell .” And what is storytelling if not a creative form of communication ?
Communication , on the other hand, is the process of sharing information to build relationships and promote ideas, products, or services. It is an essential element that supports marketing activities, acting as the voice of the company.
The 7 parameters of correct Corporate Communication
Effective corporate communication requires compliance with seven fundamental parameters.
It must be complete , providing all useful information and anticipating questions or doubts.
It must be concise : the information must be clear and direct, without redundancies.
Taking into account the target audience : it is essential to modulate the message according to the specific needs and sensitivities of the public.
Concreteness ensures that the message is based on verifiable data and facts.
Courtesy in dealing with different targets shows respect and sensitivity .
The clarity of the message makes it easier to understand and remember.
Finally, formal and syntactic correctness is essential to maintain the integrity and reputation of the brand.
For those who work in marketing and communications, it is essential not only to identify and create effective messages but first of all to study and research the reference space of your market and understand the best channels to reach your audience. Studying what you do in marketing and communications means immersing yourself in a variety of subjects, from consumer psychology to digital strategy, all focused on how to build and maintain strong relationships with customers and the market.
