When talking about sales strategy, it’s not uncommon to hear stakeholders use the terms “marketing” and “advertising” interchangeably. Although marketing and advertising are similar in some respects, they are definitely not the same thing.
Dialing down the difference between marketing and advertising can be challenging when you’re first starting out in business because their objectives tend to overlap. To get you on the right track, we’re here to provide illuminating insight as to how marketing and advertising work together.
Marketing vs Advertising: The Big Picture
Looking at the big picture, marketing is a broad concept that encompasses all aspects of the process of successfully bringing goods or services to the market. It involves developing strategies for attracting the attention of potential customers and getting your message to resonate with them in an emotional way.
Advertising falls under the larger umbrella of marketing and is one of those marketing strategies used to inform, persuade, and remind customers of a company’s value proposition.
What Is Marketing?
Marketing is the art and science of understanding consumers. Marketing is about providing value to your customers through a process of strategic and creative communication to build a connection so they get to know, like, and trust a company. It includes activities such as branding, product design, production, pricing, distribution, customer service, and, yes, advertising.
The goal of marketing is not just getting people to buy your product. The goal is to connect with people on a personal level to find out what they want and then provide it for them. The most successful organizations develop marketing strategies that align with customers’ values while also being able to adapt quickly in response to changes.
What Is Advertising?
Advertising is the act of drawing attention, typically through paid communication, to inform, persuade, and remind consumers. Usually, advertisements are designed to persuade people to buy goods or use services, but they may also try to promote an idea or highlight a brand.
There are many different types of materials created for advertising purposes such as print ads in newspapers and magazines, billboards, TV commercials, radio spots, and various digital mediums. All of which are meant to interrupt and grab your attention. Remember, advertising is just one piece of a larger marketing strategy.
How Is Advertising Used in Common Types of Marketing?
Marketing is all around us. Every event promotion, blog, podcast commercial, elevator pitch, and social media post presents a marketing opportunity. There are many different types of marketing strategies used to reach a target audience.
In today’s modern and digital world, traditional forms of marketing are no longer paying off. It’s of critical importance for marketers to embrace their creative ability, gather customer insights, and develop strategies that would capture consumers’ attention and interest.
Businesses should use multiple types of marketing strategies to grow their audience reach. Some strategies that have proven effective in capturing customers’ attention include social media marketing, content marketing, digital efforts, email marketing, and outbound marketing tactics. Let’s take a closer look at two of the most common types of marketing strategies and how marketers leverage the power of advertising to grow their reach.
How Is Advertising Used in Traditional Marketing?
Traditional marketing is the most common type of marketing and focuses primarily on reaching customers through fee-based advertising on traditional media channels instead of the internet. From billboards and television commercials to newspaper articles and event sponsorships, the goal of traditional marketing is to reach as large an audience as possible.
If you remember ads for Lucky Charms or your other favorite breakfast cereal while watching Saturday morning cartoons as a kid, you know traditional marketing works to create intense desire.
How Is Advertising Used in Direct Marketing?
Direct marketing is a term that refers to the sending of targeted messages directly to individual customers rather than through a media channel that broadcasts them indiscriminately.
These messages are often delivered via direct mail, email, phone calls, or text messaging — but can also include print, television, and online advertising or any channel where a specific audience is targeted and tracked. When you’ve signed up for a coffee shop loyalty program and get an email telling you to “come and get the weekly special,” you’re being targeted with a direct marketing call to action.
What Is the Difference Between Marketing and Advertising?
The difference between marketing and advertising is clear when you focus on the bigger picture. Advertising is one limb on the larger marketing tree that’s intended to communicate and convert potential customers into loyal buyers.
When considering your next campaign, keep in mind that advertising may be able to convince someone to buy now, but only good marketing can keep them coming back for more, meaning there’s a better chance they’ll return time and again when they want what you have!
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