What is communication?

Communication is a fundamental element when deciding to implement a marketing strategy.

The goal of communication is to promote a product to bring the producer closer to the customer.

In practice, communication succeeds in conveying an advertising message in a persuasive way.

But why is it so important?

Because it allows producers to understand the needs of consumers.

Moreover, communication tools can be used to make one's own goods and services known.

When a brand develops its own identity, it must also know how to maintain its relationships with the customer in order to become known by the customer and, subsequently, retain them.

This can only happen through communication activities.

The department of a company that deals with communication is responsible for solving  public relations issues, developing and implementing  promotional campaigns, monitoring the tone of the company in communications with customers and ensuring that the tone used is appropriate for the target audience.

The characteristics of communication

As we have already mentioned, when deciding to implement a marketing plan, communication is an integral part.

If in the marketing mix there are the 4Ps, communication instead, is characterized by the  7C:

• Completeness: for communication to be effective, it must contain all the useful information to anticipate and clarify any doubts. This way, the recipient will have the necessary elements to make a decision;
• Conciseness: the information must be consistent with the objective so that the recipient can focus on the important information;
• Consideration: The communicator must take into account their target audience 
• Concreteness: to be effective, communication must be based on real data and benefits;
• Courtesy: courtesy and tone of voice go hand in hand; one should never come across as aggressive. Use communication that is suitable for your audience and respectful of different cultures;
• Clarity (Chiarezza): communication must be easily understandable;
• Correctness (Correttezza): there should be no errors in grammar or syntax within the communication.

To implement an effective marketing strategy, communication and its characteristics are a very important element to achieve one's goals.

Differences between Marketing and Communication

Marketing is the set of business policies that deals with the exchange of goods and services.

In practice, the company identifies the needs and wants of the customer and works to satisfy them.

Communication helps to identify the target consumer market, finds a market for the product, and establishes various strategies.

So, when establishing a marketing plan the two definitions have two different tasks:

• Marketing controls communications, advertising, public relations, and promotion;
• Communication is in charge of delivering the message, previously established by the Marketing department.

Therefore, Marketing follows strategies from the initial phases, while Communication gains importance in later phases.

Why both marketing and communication are important

The activities of Marketing and Communication are necessary for the company:

• To understand consumer needs and establish a dialogue;
• To communicate its own brand identity;
• To sell their products/services.

With the spread of social networks, Marketing and Communication have begun to practice storytelling.

Finally, they work on the customer, who must be at the center of all possible strategies; the customer presents the problem and communication must succeed in persuading and convincing them that with that type of product they will find a solution.