As I started my marketing career, I remember being confused by the task of writing advertisements or creating promotional materials.
Since I accidentally fell into this industry (as one person did), I didn’t study marketing in school. I didn’t know that advertising and marketing work together and are not mutually exclusive.
Now, as a marketing specialist, you understand that. But that doesn’t mean you have never been unsure of how the two disciplines interact.
In fact, marketing and advertising have a lot in common. They even have the same goal: increase awareness about your company and your product, then sell.
While they share the same goals and have a lot in common, there are differences between marketing and advertising that can help you organize your strategy and maximize your acquisition efforts.
Below, let’s take a look at the similarities and differences between marketing and advertising.
Marketing vs. Advertising
Marketing is a way to define what your customers need, identify your product, choose the best place to sell it, decide the best price and promote it so people get to know your company. and its products / services. Advertising, on the other hand, is the process of using premium means to tell an audience about a product, what the product is for, and what it can do for them. Final advertising is just one component of marketing.
In general, marketing and advertising have the same goal. But marketing has a bigger range than advertising. Marketing creates the tone, personality, and voice of the brand or company as a way to engage its target audience. This can be done through paid, owned or earned media channels.
Ads, on the other hand, have a much narrower goal, the introduction of a particular product or service.
To visualize the difference, marketing is the general term for brand positioning and awareness, while advertising is just one of the tactics used to do so.
With advertising, you can use social media, search engines, TV or print newspapers, podcasts, radio stations, billboards, etc.Depending on your audience, you can use the best channels mix will bring success.
As you can see, advertising is one step of marketing. Marketing prepares products for the marketplace, which works on overall brand positioning and messaging, while advertising then gives information about specific products or services.
Most successful marketing strategies use advertising at different levels of the campaign, across many different media types.
While marketing can be paid for, owned, or earned media, advertising is a component of marketing that focuses solely on the paid communication aspect.
Marketing will convince potential customers that you are the brand they want to use, this product will help them and their advertising focus on communicating that a product exists and is the best way to achieve their goals.
You can think of marketing as a strategic decision-making process that helps companies understand how a product or service will fit into a target audience. This helps companies figure out how they want to sell their products and position them in the marketplace. And then, advertising makes a product or service known to the target audience through paid means.
These two concepts do not contradict each other. In fact, advertising almost always benefits your marketing plan and communicates the marketing message.
Also, how you calculate the success for these two disciplines is also different.
With advertising, you can focus on the actual return on ad spend and sales. Marketing success can be measured differently. Brand awareness and impressions are just some of the ways companies measure the success of a marketing campaign (in addition to return on investment).
Now, let’s get into practical details about the different types of advertising and marketing and how they are similar or different.
Native vs. Content Marketing
Native advertising is a way to make paid advertising appear more natural in a person’s daily life. Advertisers, in general, are disruptors. They interrupt your day and speak “Hey look at me.” However, people have blind advertising, and may not even notice an ad, especially in the digital space.
That’s why native advertising has become so popular. With native advertising, you can purchase online advertising space and collaborate with media networks to keep ads uninterrupted, but work in tandem with other organic material.
For example, this might look like a promotion or partnership, certainly paid, but appear more in someone’s feed. It could be a premium Instagram post, or a premium blog post.
Content marketing, on the other hand, is often the process of creating your own media materials and publishing them yourself. For example, a corporate blog is content marketing. Your email newsletter is content marketing. However, the paid partnership for a blog on someone else’s site is native advertising.
The main difference between the two is that one gets paid and one isn’t. And that content marketing is typically used by your own company, while native advertising takes place on another website.
Now that we understand that niche, let’s dive into another potentially confusing marketing and advertising area.
Mobile Marketing vs. Mobile Advertising
Mobile marketing is the process of creating marketing materials to be used in the mobile space. That could be an application. These could be location-based services, text marketing, or text marketing. It can ensure that your marketing content is mobile responsive and designed for the mobile experience.
Mobile advertising, on the other hand, is, again, the process of paying for ad spaces that will be visible in the mobile space. It could be an ad that appears in an app or an ad that shows up when people are searching online on their phones.
The difference between these two concepts is similar to the overall difference between marketing and advertising.
Mobile marketing is the process of creating strategies to reach audiences and increase brand awareness in the mobile space. Mobile advertising is one tactic for getting that job done.
This framework can be applied to any field of marketing and advertising, whether it’s content marketing, mobile marketing or social media marketing.
Ultimately, you’ll need both marketing and advertising to have an effective strategy. If advertising is all you are doing, then you’re missing out on so many other marketing tactics you can use to increase brand awareness, connect with your audience, and drive sales. .