Development of Communication and Marketing Strategies, Essay Example

Developing a communication strategy for an organization is just as important as creating an effective marketing plan. Over the years, the two strategies have become overlapped, and marketing communication as a field of study developed. The below review will highlight the similarities between developing a marketing and communication strategy.

Both of the strategies are based on thorough, evidence-based research. Decisions for the strategy are grounded in social sciences and psychology. Communication and marketing strategies combine experience, evidence, creativity, and knowledge. Both strategies involve the organization’s mission, values, and beliefs. While communication strategy focuses on communicating the above elements of the organization towards the market, the main purpose of marketing is to sell the product. However, the end goal of a positive communication strategy is also to increase the organization’s reputation and value, and this will result in increased brand awareness, brand popularity, and sales. (Cook, Lally, McCarthy & Mischler, 2007)

Branding is the common ground between marketing and communication strategies. Both marketing and communication strategies focus on strengthening the brand image. While a marketing strategy is product-focused, a communication strategy is more brand-oriented. However, the end goals and development paths of the two strategies are similar. Developing an advertising message needs to be in line with market research results, reputation, customer preferences, and company goals. Similarly. Communication strategies, designed to strengthen customer and stakeholder relationships are based on market data, feedback, and overview of customer trends, preferences. Both strategies should be based on the three dimensions that define the organization: customer needs, company goals, and market trends. Both strategy development processes involve a mission statement, critical value factors, and design of communication methods for maximizing results. (White & Uva, 2000)

References

Cook, M., Lally, C., McCarthy, M.  & Mischler, K. (2007) Guidelines for the development of a communication strategy. New Horizon Centre.

White, G., Uva, L. (2000) Developing a strategic marketing plan for horticultural firms. Cornell University. Retrieved from http://www.aem.cornell.edu/outreach/extensionpdf/2000/Cornell_AEM_eb0001.pdf