Marketing vs Advertising: Which one will make you more money?
Is there anything more frustrating for a business owner than spending the hours, money and energy creating an outstanding advertising campaign, only to realize when looking at the data that it was totally unsuccessful!
No one saw your creative, inspiring ad and you didn’t gain the increase in business that you were expecting. What went wrong? It may be a case of confusion when it comes to the differences between marketing vs advertising!
Marketing vs Advertising: Spot the difference?
Being a business owner often means that you will find yourself sorting through ‘buzzwords’ and suggestions about how to successfully run your business. Phrases such as “social strategy”, “sales funnels”, “content marketing”, and “click-through rate”, while important, can begin to merge together into one big marketing mess.
Our team at Burst Marketing are here to help decipher all of these terms and more.
Through the noise, one set of words seems to pop up again and again: marketing vs advertising. What is the difference between the two? Is there even a difference? Does your business need one more than the other?
Here we help to get rid of the confusion surrounding marketing vs advertising.
Marketing vs. Advertising: Basic Definitions
Marketing is the process that involves planning, promoting, and selling products or services for the marketplace. Advertising is a subset of the marketing process that specifically involves implementing promotional content in order to generate more sales and engagement.
These two terms are often used interchangeably, but as you can see from these definitions, they’re not really the same. Marketing is a broad category that oversees customer research and product placements, while advertising is a specific promotional process that falls under the marketing umbrella.
If you’re still sat in bewilderment, that’s okay. It’s easy to get the two terms mixed up, so let’s go a little further and examine both more closely.
What is Marketing?
Marketing is loosely defined as “the action or business of promoting and selling products or services.” Usually, marketing is underpins all of the things you do to get people talking about your business.
It basically involves both research and analysis. It is about studying the market and eventually coming up with a voice and design that will represent your brand. It can also include mission and vision statements, as well as slogans or taglines. All of these are incorporated in every marketing strategy to cultivate your brand’s personality.
Marketing can include researching your target demographic, creating social media channels to make reaching your audiences easier, designing graphics to use throughout your different marketing campaigns and…advertising!
What is Advertising?
That’s right, advertising comes under the larger category of “marketing!” In fact, it’s silly to think in terms of marketing vs advertising as a business plan. Instead, consider your business’ overall marketing strategy as a completed puzzle: it’s made up of lots of smaller pieces. Advertising is just one of these pieces.
It is defined as “the act or practice of calling public attention to one’s product, service, need, etc.” Essentially, advertising acts as the “promoting” piece of the puzzle.
Old school advertising usually involved a radio or TV commercial. An ad positioned in a magazine or newspaper. Or maybe a huge board placed along a busy road to advertise your business. In the age of digital marketing, however, an advertising strategy should also include placing paid ads on social media platforms and pay-per-click (PPC) advertising.
Social Media Advertising
Social media advertising utilizes the huge reach of social media channels and the data those platforms are able to collect in order to identify one or more audiences of users who are most likely to want or need your product or service.
These social media sites allow a business to create dynamic, engaging advertisements and push them out to a wide-reaching audiences. At Burst Marketing, we offer services to help our clients use their advertising budget and connect with their audiences on Facebook, Instagram, Pinterest and LinkedIn to the optimum capacity!
This type of advertising, when done correctly, leads to more traffic to your website, more interest from your target demographic and more revenue for your business!
Commonly recognised as Pay Per Click Advertising. PPC Advertising uses search engines such as Google or Yahoo to advertise directly to people who are searching for something related to your business.
Unlike social media advertisements, your business will only be charged a small fee when someone clicks on your ad link. This type of advertising relies heavily on keywords and a good understanding of your target audience. Depending on your click rate, it enables your business to rank temporarily at the top of your search list, meaning your business has higher visibility than perhaps it usually would.
A great advertising strategy is one that combines both of these types of advertising for optimal results. Having a thorough understanding of your target audiences is key. Knowing things like where they shop and what social media platforms they use can go a long way in helping you plan your advertising strategy. Reach as many customers as you can for as little money as possible when you implement the right strategies.
Advertising and Marketing working together?
One could ask the question, is it possible to have a successful advertising campaign without doing any other marketing work?
In short ..Not if you want to optimize your budget and reach your audience efficiently!
Instead of deciding between marketing vs advertising, combine them and see how your business evolves!
Here are 5 marketing solutions that can help ensure that your advertising is a success:
1. Build Brand Recognition
You might provide the greatest service around, but it’s difficult to build a loyal following if no one remember your name and logo.
Branding doesn’t need to be elaborate in order to be effective: something as simple as consistently using the same colours in your advertisements and including your logo in marketing materials can impact how memorable you are to customers.
One of the easiest aspects of marketing and brand recognition is your website! A website needs to be easy to navigate, full of the information your customers are searching for, and with elements that match your branding so that visitors will recognize your business immediately.
2. Conduct Market Research
How well do you really know your target audience?
Market research, such as surveys and product testing, can really aid you in understanding what your customers are looking for, how much they’re willing to spend, and where they’re searching for it.
Advertising without doing any market research is like getting dressed in the dark; you might accidentally put together something that works, but you’re more likely to end up with a mess. No business owner wants to waste any money and by taking the time to do your market research before launching any ads can save a lot of profit loss in the long run.
3. Cultivate a Social Media Following
What good is an amazing ad if no one ever sees it?
In today’s ever-changing technology age, your existing following on social media platforms is the key to unlocking bigger, better audiences. These are audiences that have similar purchasing habits, social media habits, and demographics to people who are already loyal to your business.
Don’t get so caught up with paid advertising that you forget to engage with your followers on social platforms.
Posting relevant and engaging content, replying to questions, comments and messages, and sharing reviews and check-ins will help you to build a community online that will be door opening to larger audience and customers.
4. Challenge Your Channels
How many social media apps do you have downloaded on your phone right now? And how many other places do you see or hear ads each day?
YouTube, Spotify, not to mention “traditional” advertising formats such as radio and television….all of these are services or platforms that most people interact with almost every day. Your customers aren’t spending ALL of their time in one place, so why would you do that with your marketing budget?
This is where the aforementioned market research comes in handy. Learning what channels your target market uses the most will help you to develop a marketing plan that reaches as many potential customers as possible.
No two businesses are the same. Our marketing specialists at Burst can help you make crucial decisions about which digital marketing channels will give you the best return for your money.
5. Be a Customer Service expert!
We’ve all heard the old saying: “The customer is always right.” While many might argue with this sentiment, one thing is for certain: happy customers are lifelong customers and word of mouth about poor customer service.. it travels fast!
Training your team to be customer service conscious is one of the best things you can do for your business, and it’s more important than ever that that same level of service is extended to online customers.
Responding to reviews (positive AND negative ones) in a friendly and respectful way, answering emails and questions in a timely manner, striving for those ever-elusive 5 star ratings….these are all essential to the success of your marketing efforts and your business as a whole.
Approach every customer interaction with customer service in mind, and you’ll successfully turn those one-time customers into ‘ambassadors’ for your brand – the best kind of marketing out there.
Creating An Effective Marketing Strategy
Every business should have a marketing strategy in place to inform decisions when it comes to advertising and other aspects of marketing. When creating this strategy, business owners should keep the P’s in mind: product, place, price, and promotion: ( refer to our previous blog if you are unsure):
- Product: The first “P” is the easiest. Your “product” is whatever your business is selling, whether it’s a tangible product or an intangible service. No business can succeed without a product that is in demand, fulfilling a want or need of their target audience. The key to successfully marketing your product is a solid understanding of what makes it unique and desirable to your customers in order to create advertising that shows it off to the best of your ability.
- Place: This second “P” goes back to the concept of diversity in your marketing channels. If your product isn’t being advertised in the right place at the right time, you might as well not be advertising at all.
- Price: Lots of factors go into choosing the price of a product or service: production costs, manpower, and the current market price of similar products are all taken into consideration. Market research is especially helpful in this arena because it helps your business to have a better grasp of what the market for your product looks like and price it accordingly.
- Promotion: Here’s where the advertising really comes in! The fourth “P” is promotion: how will you make sure that your audience gets all of the relevant information they need in order to decide to buy your product or service?
Integrating Advertising into your Marketing Strategy
Once you’ve identified and explored these key 4 P’s and created a marketing strategy, it’s time to fine tune the details and integrate advertising campaigns into your marketing strategy.
Successful ad campaigns should be memorable, informative, and create exposure for your business that ultimately drives traffic and profits.
This is the reason that a strategy that puts marketing vs advertising, especially when it comes to budgeting, is usually unsuccessful. Without doing the work required for a marketing strategy, such as researching your audience and choosing the right social channels, your advertisements won’t reach anyone!
Use your marketing knowledge to determine what type of advertising will have the most visibility and farthest reach.
So which is best..Marketing or Advertising?
When it comes to marketing vs advertising, which makes more money? The honest answer is neither! It turns out that marketing and advertising have a symbiotic relationship.
A successful marketing strategy includes well researched and executed advertising across various platforms and mediums, and the best advertising campaign in the world can’t reach its full potential without the groundwork done with a comprehensive marketing strategy.
Instead of thinking about ‘marketing vs advertising’, businesses should be thinking “marketing AND advertising” in order to have the most success.
Our team at Burst Marketing are here to help make sure your business is successful in all of your marketing and advertising strategies. We want to pass all of our digital marketing and advertising tips and tricks onto you; have a chat with our team today and see how we can start getting you results!