Communications vs. Marketing: What’s the difference?

You’ve probably heard communications and marketing used interchangeably. They’re often grouped together under the same umbrella, where everything is labeled “MarComms.” But for either to reach their full potential, it’s important to understand that they aren’t the same thing.

Knowing the distinction matters. In fact, it’s the key to building trust in your brand. Research shows that when customers fully trust a brand, they’re 63% more likely to purchase, 53% more likely to recommend, and 55% more likely to stay loyal. Communications builds that trust; marketing activates it. Recognizing the difference can transform the way you connect with your audience and fuel meaningful growth for your organization.

Communications

Communications is about shaping the way your audience sees your organization. It’s a long-term commitment to your brand, your organization, and the customers, clients, and communities you serve.

Think of communications as the foundation of trust. It isn’t always about selling, and it doesn’t have to be. It’s about connecting, strengthening relationships, and showing who you are. 

Communicators craft clear, consistent messaging while managing your reputation and public image. They engage with media, community groups, and stakeholders internally and externally, and they help you craft stories that reflect your mission and values.

Marketing

Marketing, on the other hand, is about promotion and growth. It’s focused on getting your message in front of the right people and pushing them to take action whether that means making a purchase, signing up for a service, attending an event, or simply engaging online. 

At its core, marketing focuses on execution and measurement. From market research and identifying your target audience to building compelling offers and calls to action, marketing helps you translate trust into engagement and growth.

While communicators build the story, marketers use that story to drive action, generate visibility and revenue, and deliver measurable growth.

How they work together

Contrary to what some might say, marketing and communications aren’t rivals, and you need both to reach your full potential. 

While your communications team is developing a compelling story about your company’s values, the marketing team is strategizing how to take that story and turn it into a campaign that connects with new audiences, attracts customers, and provides leads.

The most successful organizations understand that communications and marketing are not the same — but they are at their best when they work hand-in-hand.

Curious how you can connect your communications and marketing for real impact? At Skysight, we specialize in integrated communications and marketing to ensure your brand and message are consistent. Contact us today! We’re ready to help you hit the ground running.