To most consumers, it may seem there are no differences when comparing marketing vs. advertising. In fact, they do share a common objective: to alert consumers to products and services available for purchase. Although these practices have things in common, nuances lead to there being a difference between marketing and advertising. Understanding the differences — not to mention the similarities — in the discussion of marketing vs. advertising helps businesses and organizations develop effective strategies for reaching target audiences and acquiring more customers.
Types of Marketing
Digital Marketing — Digital marketing refers to application of marketing strategies to electronic communication devices, such as computers or smartphones. Digital marketing strategies often leverage search engines, email, websites, blogs and other techniques to reach customers. for example Advertising site
Social Media Marketing — A subset of digital marketing, social media marketing uses social platforms such as Facebook or Twitter to reach potential clients. This style of marketing allows companies to take advantage of earned media from individuals outside of their organization. An evolving part of social media marketing is influencer marketing, where popular users are compensated for promoting a company’s products or services.
Global Marketing — Between globalization and the internet, some of the world’s largest companies have developed global brands. Accordingly, global marketing enables these companies to employ a unified strategy to reach customers at the local, regional, national and international levels at the same time.
Relationship Marketing — Relationship marketing eschews invasive strategies such as commercials or ads and relies on customer happiness instead. Relying on strategies that help retain and satisfy customers, relationship marketing strives to establish a long-time and loyal client base.
Brand Management — Brand management attempts to create a bond between customer and a particular company’s brand. To do so, it is necessary to evaluate a company’s products or services as well as logo, design, packaging and other elements. Brand management also assesses aspects of the target market, direct competition and existing customer relationships.
Product Development — Product development is the process of transforming a business opportunity into a sellable product or service. Development can occur with existing products or new products. Successful product development involves many marketing concepts, including identification of client needs as well as market research and analysis.
How Advertising Works
Advertising supports marketing by creating the right exposure for a company's products or services. It generates curiosity in the minds of the target audience, creates buy-in and ultimately works to support the overall marketing plan to convert to sales.
Once you decipher who your target audience is, and how to best speak to them, your marketing plan then should include a strategy to best position yourself in the marketplace.
While it's through marketing that you convince potential buyers that you have the right product for them, it's through advertising that you communicate that the product exists and influence buying behavior. To do this, advertising must be timely and strategic, and should focus on creative positioning and media.
Communicating with your potentials customers in the right way includes speaking to them differently depending on what part of the buyer cycle they are in. Buyer purchasing behavior is split into six stages (awareness, knowledge, liking, preference, conviction and purchase), which are divided into three categories (cognitive, affective and conative). Your advertising strategy will help you explain, teach and promote your offerings to the right audience through a variety of means throughout these phases.
Cognitive (awareness and knowledge): Consumers are processing the information provided through advertising communication. Advertising should present information on the product benefits to create interest.
Affective (liking and preference): When consumers are in the affective stage, they want to relate to the brand. Advertising should connect emotionally.
Conative (conviction and purchase): In this stage, consumers are either showing intent to buy, or actually purchasing. At this stage, advertising evolves into a method of expediting the purchasing process.
What Is Marketing?
Marketers conduct research and mine data to find opportunities to reach audiences for products, services, and brands. This process informs the design and creation of products after ideas are established. Additionally, marketers set value propositions that guide promotions, and these selling points often define the product for consumers more than its features.
What Is Advertising?
Advertising is the process of making a product and service known to an audience. It involves the development of messages that present products, services, ideas, and brands to the world. These processes generally entail advertising campaigns in the media. An advertising campaign relies on timely offers, creative positioning, and catch-phrases to ensure products resonate with consumers.
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