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Advertising vs. Marketing – What sets them apart?
Marketing and advertising on the exterior appear to be synonymous. Correspondingly, marketing and advertising are two words that represent the process that helps you sell more products or services. In theory, the difference in marketing and advertising are poles apart. When we refer to advertising vs marketing, just distinguishing between the two helps you create a more comprehensive, wholesome approach to accomplish your enterprise goals. Doing so conclusively impacts your bottom line sales figures.
Advertising vs. marketing
Marketing by definition is a venture comprising a list of activities and methods, resulting in the creation, communication, delivery, and exchange of products and services. As a result of marketing activities, the perceived value of a brand among customers, clients, partners, and society increases.
Differently, marketing intends to exchange value offerings for sales by the systematic planning, implementation, and analysis of business activities. While advertising is an activity aimed at calling the attention of the targeted audience. Advertising for a business’s products or services to current and prospective customers uses paid announcement channels, otherwise known as the paid, non-personal announcements. Advertising is a subset of marketing.
Distinguishing the popular types: advertising vs. marketing
As mentioned above advertising is a subset of marketing, you may ask:
“Doesn’t all advertising come under a wider umbrella of marketing?”
Well, the answer is both yes and no. Marketing activities span over a series of activities to enhance a business’ reach while advertising is primarily dependent on the channel or medium that it is based on.
Types of advertising vs. types of marketing
|Product placement advertising: Many brands elect to pay for their products to be publicized among influencers as celebrity-developed content. If you notice your favorite online personality using a branded product heavily, then you’ve experienced product placement.
|Inbound marketing: Inbound marketing creates experiences that are tailor-made for consumers. Inbound marketers add direct contact to consumers for a one on one approach. Focusing primarily on attracting, delighting, and engaging customers.
|Traditional advertising: Traditional advertising includes non-digital forms of advertising. Largely obsolete in this digital age, business organizations still place adverts in print publications – on billboards or other outdoor surfaces such as bus stops, or via broadcast or postal mail.
|Social media marketing: Social media marketing uses social media channels such as Facebook, Twitter, and Instagram to communicate with your target audience. Social media enhances your organization’s brand awareness while increasing your consumer engagement.
|Digital advertising: Digital advertising includes advertising spaces on social media, internet publications, mobile apps, and other online platforms. A majority of most of the digital advertising budget is paid advertising on social media.
|Digital marketing: Digital Marketing includes all online marketing efforts like social media marketing, inbound marketing, and content marketing strategies. Digital marketing goes beyond social media, including all marketing campaigns focused on search engines, email, and other websites.
|Ambient advertising: While digital advertising is the dominant form of advertising, ambient media is an interesting, unorthodox alternative advertising method for many business organizations. Ambient advertising encourages consumer participation or interaction.
|Marketing communication: Marketing communication activities include most of the other types of marketing. Marketing communications include messages and media that business organizations use. Elements such as brand positioning and advertising are included in marketing communication.
Next step: Picking the right channel – advertising vs. marketing
Now that we understand not all but the most prevalent types of advertising and marketing types and your marketing communication plan is in place, picking up the most prevalent channel is half the battle won and the other half is choosing the right channel. You may ask:
Well, choosing the appropriate channels, making informed decisions about which areas of advertising vs. marketing you’ll likely do better to explore further.
|Social media advertising. The social media ad platform is a stalwart tool. You can easily track advertisements on social media through various built-in tools and strategies such as test-and-learn and targeting. The mechanisms report quickly if your attempts are working. Social media advertising, when targeted correctly with engaging content, is noticeably powerful.
|Google Ads. Google has an undisputed monopoly over internet search and is another measurable and flexible form of advertising. Google advertisements produce the most relevant search results based upon analytics and user search intent.
|Local publications. Although digital advertisements possess most characteristics of the end goal of a local publication, it is a more traditional form of advertising. Primarily, it is a means for a small business trying to expand, get brand awareness within the local community.
|Developing a website. Having a company website is the most important step. Customers search online for businesses and desire to discover about them on the internet. A company website is a huge digital advertisement for business organizations.
|Email marketing. Notwithstanding the increasing number of emails that overwhelm a consumers’ inbox every day, email marketing persists as one of the most efficient marketing channels. An email marketing strategy facilitates email brand awareness which makes marketing campaigns effortless and measurable.
To be successful in the modern, oversaturated market, business organizations must develop a strategy where both advertising and marketing go hand in hand. Businesses need to invest in an integrated approach, overarching the strategic plan to take a product or service to market. Advertising is a huge part of that marketing plan. Generally, marketing content requires to operate by trial and error to ascertain which medium works best and justify the advertising budget as it is often the largest expense of a marketing plan.
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