When you say the words “marketing communication” we tend to think of ads, emailers or posts to social media. But marketing communication as a concept is more than promotion strategies. It’s any action you take that communicates something to others about your product, service, or brand. Although most marketing activities fit into this category, not all of them do.
What Is Marketing Communication?
Marketing communication refers to the methods and practices a company uses to inform, persuade, or remind its audience about its products or services. The goal is typically to promote brand awareness, generate leads, and build long-term customer relationships. It is a key part of the promotional mix in marketing strategies. Learn more about Role of Marketing Communication.
The tools of marketing communication often include the following:
- Advertising (TV, radio, print, social media, digital ads, etc.)
- Public Relations (PR) (press releases, media pitches, reputation management)
- Direct Marketing (emails, catalogs, SMS marketing)
- Sales Promotions (discounts, coupons, freebies)
- Personal Selling (one-on-one interactions via sales reps)
- Content Marketing (blog posts, videos, infographics, ebooks)
These practices are designed to communicate value propositions in an effort to attract and retain customers. But not every business-related communication is marketing communication.
Why It’s Important To Differentiate
Understanding what qualifies as marketing communication ensures that businesses allocate their resources effectively. Blurring the lines between internal or operational communications and marketing communications can hinder strategic decisions and dilute campaign focus.
To make things clear, let’s explore activities that might not count as marketing communication.
Examples of Communication That Are Not Marketing Communication
Here are examples of organizational communications that wouldn’t fall under marketing communication, explained in the context of businesses:
1. Internal Communication
While internal communication keeps employees informed and engaged, it focuses on the internal operations of the organization rather than on promoting a product or service to external stakeholders.
Example
- A weekly staff meeting to discuss progress on company goals.
- An internal memo explaining policy changes or an HR newsletter.
While vital to fostering a cohesive workplace, these activities target employees—not customers, prospects, or the public—which excludes them from marketing communication.
2. Operational Updates
Operational updates, such as supplying production team members with instructions or notifying suppliers about changes in procurement policy, focus on day-to-day business management.
Example
- A notice to suppliers about updated delivery timelines.
- A confirmation email sent to a logistics provider to arrange shipping schedules.
These types of communication are operational in nature and do not aim to influence a target market.
3. Investor Relations (Certain Cases)
While some aspects of investor relations overlap with marketing communication (such as branding or quarterly reports shared publicly), activities aimed solely at financial transparency don’t fall under this category.
Example
- Sharing the company’s Q2 financial report with private investors.
- Conducting shareholder-only events to discuss company performance.
Since these communications are tailored for financial stakeholders, not customers or general audiences, they wouldn’t be part of the marketing communication mix.
4. Compliance and Legal Communication
Any communication related to legal compliance or regulatory requirements is separate from marketing efforts, as it does not promote, inform, or persuade customers.
Example
- Issuing a data protection policy or customer privacy terms to comply with GDPR.
- Communicating safety guidelines for product handling when required by law.
While these messages may reach consumers, their primary purpose is fulfilling legal obligations, not marketing outreach.
5. Customer Service Interactions
Not all interactions with customers constitute marketing communication. For example, responses to support inquiries or troubleshooting technical issues fall under customer service rather than promotion.
Example
- Responding to a customer’s complaint via live chat.
- Providing step-by-step instructions to resolve an issue with a product.
Although good customer service indirectly contributes to customer retention, its primary intent is solving problems, not delivering a marketing message.
6. Personal (Unofficial) Communications
Sometimes team members may engage in informal, personal communication not linked to official marketing objectives.
Example
- A salesperson chatting with contacts in an unrelated industry on personal social media.
- Employees networking at casual events without any intention of promoting a service or product.
Such interactions don’t fall under the structured activities of marketing communication.
What Differentiates Marketing Communication From Other Business Activities?
To determine whether an activity falls under marketing communication, you can ask yourself three questions:
- Does the activity target customers, prospects, or the general public?
- Is its primary objective to inform, persuade, or remind the audience about a product or service?
- Does it align with the larger marketing strategy or branding goals of the organization?
If the answer is “no” to these questions, the activity likely doesn’t qualify as marketing communication.
The Overlap to Keep in Mind
It’s also important to note that some types of communication can be resonant with others. For example, some legal updates might also provide an opportunity to develop your brand with customers (e.g., if they are being updated on your sustainability commitment). Similarly, Proactive CS Might Serve as a Reinforcement of a Positive BRM.
The criteria is that if the primary objective was to sell through, then it is direct response.
Why Understanding Marketing Communication Matters
For businesses aiming to thrive in a competitive landscape, clarity is key. By distinguishing between marketing communication and other forms of communication, companies can:
- Allocate resources more efficiently.
- Fine-tune strategies for targeted campaigns.
- Save time by focusing on outreach efforts that directly contribute to growth.
Additionally, understanding these distinctions can help strengthen collaboration across departments, ensuring marketing teams work in harmony with HR, operations, and other key functions.
From Communication to Conversion
MARKETING COMMUNICATION Such as, the Marketing communication is the efficient way to establish the connection with the leads. But at the same time, it’s important to know what doesn’t fall under that category too, as much for keeping focused, goal-oriented campaigns, as for regulatory reasons.
Ready to bring your marketing to new heights? Create communication that really hits the spot with your audience. It’s time to perfect your strategic messaging today.
