The Differences Of Marketing And Advertising

The concepts of marketing and advertising are often combined and used as synonyms. But this is not the same thing. If you want to use each industry to the full, it’s worthwhile to figure out how they differ and how to effectively use each tool in practice.

Advertising and marketing have differences, but there are similar business goals – to attract as many customers as possible, increase sales, and interest investors.

However, advertising (including on banners, in social networks, on billboards) is only one of the components of marketing, its form. It includes many more opportunities to convey information about your business to the audience – for example, content marketing, product presentations, and marketing brochures.

Figuratively speaking, marketing is a cake, and advertising is a piece of it. And if all you do to promote your business is advertising, then you are missing a ton of opportunities for your business. Pay attention to the plate with the “marketing pie” – there are still a lot of pieces for the development of your brand.


How to distinguish marketing from advertising?

Trite, but advertising is all that is connected with … Advertising! This is a message or message that is posted through text, audio, video on different platforms. The more attractive the platform for advertisers is, the more brands tend to go there and the more expensive its services – everything is obvious, this is the law of the market.

Marketing is any action that is taken to promote your brand. Not only advertising, but also any events that you organize to convey information about your products, services or business in general.

Advertising needs a budget, but there are many free and effective marketing strategies.

Summary: if you pay to display your materials on a platform or media (for example, on social networks or on the radio), this is an advertisement. But a marketing strategy can (and should!) Be much wider than advertising (another difference). All that you do to develop your business — write about yourself on your blog, distribute leaflets and otherwise attract customers — these are pieces of the “pie” of a marketing strategy.


Social Media Advertising

Advertising on social networks, including bloggers, is the most common strategy. It provides access to a huge audience and unprecedented targeting options – in particular, this applies to Facebook and Instagram. You can pretty accurately determine who sees your ads.

Here you can create ads that are targeted to a specific audience – those users whom you see as your customers.

If you have a cozy coffee shop and you do not plan a large-scale business, you can sort the audience by area of residence, gender, age, interests, income level, and whether these users follow the pages of your competitors. This is how a sample of potential customers is formed.


Magazine Advertising

Printed materials are not as popular as they were ten years ago. But newspapers still appear in the mailboxes of your potential customers, and magazines can be taken for free at establishments or purchased in stores.

Publications exist on advertising revenue, so they will welcome you with open arms. You only need to decide how much their audience matches your marketing.

Distract from advertising and consider marketing strategies that you can use along with it.


Content marketing

If you are a marketer, you should be aware: back in 1996, Bill Gates said that content is the king (“Content is king”). And this statement has since been repeatedly confirmed. Although advertising strategies in Russia are based on different principles than in the West and in Europe, the attitude of domestic marketers to the content as the basis of a marketing strategy is gradually taking root.

The principle of “carpet bombardment” is no longer working: content is relevant in marketing. 

These are blog posts, mailing lists, research and publications, personal appeals to customers – all that can increase your significance in the eyes of users and customers.


Email Marketing

Each of your potential customers has a mailbox (or maybe more than one), which he checks at least once a day. And this can be used as a powerful opportunity to promote a business.

But the key point in using such a tool is the use of strategy, regularity of newsletter, clarity and accuracy of language. If you write lengthy letters about your amazing product or service when you like, this is not a marketing strategy, but a waste of time – both yours and your customers.

Create your own email marketing strategy – it may include sending thank-you letters after purchase, sending out discount codes and brief information about new products. Analyze and consider what your customers need.


Business presentations

A business presentation — clear, short, and brilliant — is a great piece of “marketing pie” for your potential investors. It will help prove to customers that they should choose you, and more often conclude deals.


Information Brochures and Booklets

The marketing strategy will be complemented by a small brochure with comprehensive information about your business, promotions and discounts, and most importantly – your unique advantages. In it, you can print the most important information and illustrate it with photographs – and then distribute the printed matter to potential customers. This will help to personally contact everyone.


Advertising flyers

When it comes to an event where you need to gather a target audience, flyers will be an excellent marketing solution. After calculating your target audience and places where you can meet it, you can hand out leaflets there with brief information about you and your event.

Flyers will work in the digital space. You can place a leaflet in social networks – at yourself and the partners of the planned event. 

You can use all these marketing techniques and strategies or just some, combine them, invent your own or completely abandon marketing – you decide. It is important that the business brings you pleasure and profit, and that customers are satisfied and share how good you are in your business. And this, by the way, is also an excellent marketing strategy.


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