At first glance, marketing and advertising seem to be different terms to describe the same thing: getting a product or service sold. In fact, although they both contribute to the same end objective, they are distinct from each other and each has its own process. Understanding the difference between marketing and advertising will help you streamline your customer acquisition strategy.
Marketing refers to the process of preparing your product for the marketplace. It involves understanding who your potential customers are and what they want to get from your product or service. It is marketing that defines your brand and attracts the market share you want. Advertising on the other hand is the process of making your product and service known to the marketplace. It is essentially spreading the word about what your company has to offer. While marketing is the way in which you convince potential buyers that you have the right product for them, advertising is how you communicate to them the product or service personality and strength.
Marketing is more than advertising. It involves engaging new markets and adapting new marketing techniques focusing on direct marketing and many others to have it all ready for a proper advertising. Marketing is planning the presence in the market and coordinating internally with the sales and the management for maximum presence and success.
Advertising is a single component of the marketing process. It’s the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, media planning, public relations, customer support and sales strategy. All of these elements must not only work independently but they also must work together towards the bigger goal.
On the other hand, marketing is a process that takes time and can involve hours of research for a marketing plan to be effective and strategically feasible. The marketing team of any brand should always be from the client’s side with profound experience in the same position and industry to lead and coordinate with the advertising agency for ultimate communication, maximum success and performance. Many marketing departments are, whether by choice or plan, insulated from other business functions such as sales and customer support. It’s this separation that causes a disconnect between a company’s intended aim of the actual follow through.
Synergy rules all successful marketing efforts – the objectives for your advertising and marketing initiatives should always lead back to one singular mission. A good marketing plan will mirror a great communication plan that will achieve maximum success and achievements.