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Medium
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What happened to the communications field?
- The author discusses how marketing has overshadowed the communications field over the years.
- Previously, there was a clear distinction between communications, focusing on complex subjects and issues, and marketing, focused on customer engagement.
- With business evolution, marketing became the dominant field, leading to the marginalization of communications.
- For tech-driven companies like Amazon, aggressive marketing strategies have proven successful in driving consumerism and sales.
- However, for information-based businesses, traditional marketing approaches often fail to resonate with customers seeking connection and knowledge.
- The article presents contrasting scenarios of two organizations, highlighting the importance of value-driven communications over sales-focused marketing.
- The author emphasizes the need for businesses to prioritize meaningful communication over aggressive marketing tactics to build trust and loyalty.
- In today's market, the author suggests a shift from conventional marketing towards a more communicative approach for better customer engagement.
- The importance of authenticity, emotional connection, and trust in communication strategies is highlighted.
- Ultimately, the author recommends a focus on rebuilding communications to meet the evolving needs of customers and foster meaningful relationships.
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