What I mean is that as soon as one mentions the word 'marketing', people's defences go up. They feel (or at least I do) that there's a sub-text to everything marketers do.
Communications, in contrast, is far less threatening. I'd wager that more people accept the need for businesses and brands to communicate - after all, it might be about more innocuous activities than trying to take money and time from you.
Not only that, but a 'communications agency' immediately has more permission to talk to other functions of a client's business than just their marketing function.
Would people believe us if we were to say we could do this? I reckon so. After all, communications is a tricky business what with all the confusion that can get in the way of a perfect transferral of meaning from one person to another, and so anyone who can make things simpler and more easily digestible may well have a role.
And that's exactly what marketers do. But it's just rather too loaded and pigeon-holed a word.
4 comments:
interesting.
i've always considered 'marketing' to have a sales aspect, whereas 'communications' is just the transference of information.
itv news are in the business of communications too. but they do not make me buy anything.
agree that the word marketing is now a victim of its own behaviour. Viz race for life last night, where Nivea had the assorted masses chanting out their strapline. V disturbing.
I liked spooner's term: "Selling Shit to Morons"
Yeah - I use Spooner's term far too frequently as well.
it's the very carefully chosen words "shit" and "morons" that makes it beautiful.
make.
not makes.
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