Do Marcomms really exist?

Marcomms is today’s popular term to refer to a joint Marketing and Communications department, with the emphasis that marketing runs the show, but the recognition that internal and external communications is becoming a more important function within any organization.

I’ve heard marketing people say: “We must get better at PR, because it’s the cheapest way to reach people.”

This of course is the wrong attitude, and makes me recall what one of my communications professors once said: “Even though there are a lot of similarities between marketing and communications, they are very different and if you want to do marketing, then you shouldn’t be in communications.”

I’m guessing most marketing professors would say the same thing.

This makes me wonder: What does the term Marcomms really mean, and do they really exist?

My opinion is that the concept of blending the two operations is essential for a well run organization. But for this to happen there needs to be fundamental shift if the way the two disciplines function.

In short, communications needs more business acumen and more brand awareness, and marketing professionals need to realize the bottom line doesn’t always have a dollar amount attached to it.

That’s just my opinion. What’s yours?

11 July 2007 | General Information | Comments