How many times have we heard of marketing and advertising? A lot right? In reality many of us do not make any distinction between the two concepts. As if they were the same when they are not.
Although the line may seem fuzzy, we are going to explain the difference between both terms. It is important understand both concepts to decide what each area can contribute to your company’s strategy.
In addition, when hiring services from a marketing or advertising agency, you will be clearer about what you need to ask for to achieve greater visibility of your project.
1. What is an advertising and what is marketing
To understand the difference between the two, we will first look at each on individually.
First up; advertising.
What is the publicity?
Broadly speaking, advertising can be defined as the set of strategies that we implement to publicise a product or service.
It should be noted that advertising is a strategy included within marketing. The main objective is to stimulate the sales of a brand or company by disseminating its products with advertising messages.
A positive message is always worked around the product or products that we want to make known.
The idea is to create in the audience a feeling of need and that thanks to our product that need will be satisfied. This can be achieved through different advertising strategies that we will explain further in the article.
As we know, advertising transmits messages to society, this is usually “paid” for. It is very difficult to position ourselves positively in the minds of consumers without investing in advertising campaigns.
Is it possible not to invest in advertising messages and make a brand known to the large market?
The answer is yes, but it will take you much, much longer than doing it through an ad campaign strategy.
Successful advertising means results are achieved in a short period of time.
In an average day we are subjected to a lot of advertising impacts.
Sometimes it is offline advertising, such as a radio spot or bus shelter, but on other occasions, the advertising message is on a digital medium, such as social networks.
Persuasive text in advertising
Never underestimate the importance of conveying the right message to consumers within your advertising. The right words and concept is vital to persuade your potential customers to trust in your business.
To persuade you to have to seduce, impact and provoke a reaction in the consumer.
Nobody is going to buy you if your message is “buy-in my store which is the most…”.
Yes, we know that may be your goal, but the advertising slogan should say it in a more attractive, creative, and purchase-friendly way.
Think Adidas and their motivational messages that stick in our mind, “impossible is nothing”.
We could spend an eternity talking about advertising phrases that have marked society, but what we want to convey is the importance of choosing your message well.
What is marketing?
Marketing includes a wide range of strategies, all of which help a company achieve its objectives.
Marketing objectives would be, for example, publicise a brand through social networks to attract more people to a physical store, appear on the first page of search engines for a key term, and so on.
The 4 Ps of marketing
Some time ago, EJ McCarthy introduced the 4 Ps of marketing, and today they are still basic pillars in the world of marketing or marketing.
They are:
Product (Product or service): what a company offers to the public, the cornerstone on which the entire marketing strategy will revolve.
Place (Point of sale): those places where the consumer can get hold of the company’s product.
Nowadays this can be a physical location or online via eCommerce. The marketing strategy will try to make it easier for those potential customers to buy your product and access it quickly.
Price: The price of your product is often the decisive factor for the consumer.
It is important to analyse the prices of the competition, and if you decide that your product is more expensive, remember to communicate to the consumer why it is worth more.
Promotion: Promotions are all those marketing actions and communication channels that you carry out to publicise your products and their benefits.
2. Differences between Marketing and Advertising
Now we understand marketing and advertising, let’s compare them.
As we now know; all advertising is part of a marketing strategy, but not all marketing is advertising.
To simplify it even more, marketing is the strategies created to publicise a product, service, company, or brand, develop and meet sales objectives and other aspects of the company. This could include improving branding, bringing traffic to a website, create a community in social networks, etc.
Advertising on the other hand is the part of marketing that tries to get consumers to carry out a certain commercial activity, for example, buying a product or hiring a service.
It is very important that any marketing strategy and advertising campaign define the buyer person and buyer journey.
Decisions such as whether to hyper-segment the audience or make it wider are very important to improve sales.
3. Types of Marketing and Advertising
When we talk about marketing and advertising we must also take into account the types that are within each area;
Main types of Marketing
Online marketing: that strategy that focuses solely on achieving marketing objectives in a digital environment, through campaigns in social ads, email marketing campaigns, advertising in digital media, etc.
Direct marketing: is a strategy that seeks a specific objective in the audience. Communication is therefore direct and bidirectional.
For example, the objective may be to fill in a form for online training that the company offers, the way to get leads is through direct email marketing.
Viral Marketing: What every company wants, to be viral and for everyone to talk about its brand or products.
Achieving it is an arduous task, however, there are marketing strategies to help (think social media influencers),
Inbound marketing: those marketing strategies based on offering high-value content to attract highly qualified traffic to your company.
Mobile marketing: the rise of mobile in recent years has led to the creation of exclusive marketing plans for mobile, especially if you offer a product that the consumer can only enjoy on their device, such as a dating APP.
Main types of Digital Advertising
Display: Of the most used strategies, do you remember advertising in print media? Well, it’s a bit of the same, but in digital media. Adverts that pop up when you are reading a online magazine or article for example.
Social ads: the advertising campaigns that are mounted on social networks. The most common is on Facebook, Instagram, LinkedIn, YouTube, and in recent months on Tik Tok, with the rise of this social network.
Mobile ads: All digital advertising formats must be optimised for mobile, it is the device where users spend more time, yes more than on desktop.
However, there are also exclusive mobile campaigns, such as those carried out in the IOS and Android App Store or on social networks if the objective of the campaign is to download the APP.
Retargeting: Retargeting is a digital advertising strategy in which you impact with your advertising campaigns those people who have visited your website or eCommerce and have taken any action on them, be it viewing content, making a purchase, adding products to the cart, etc.
Email marketing: once again marketing and advertising go hand in hand. Emails with a clear advertising strategy, as you try to “sell” something to your database.
Search engine advertising: Search engine advertising, especially on Google, is one of the most widely used digital advertising forms.
These are campaigns in which when a user searches for a word or long tail, your ad will jump to the top of the search engine (if your bid is high).
We hope this article has defined the differences between marketing and advertising and the role they both play?
If you are thinking of carrying out an effective digital marketing strategy for your company or brand, count on us.
Author Bio; Raunak Pandey
Raunak is a Mechanical Engineer by qualification & Marketer by passion. He is the founder of Maiden Stride, a leading digital marketing company that provides world-class search engine marketing services and website & application development.