The Difference Between Advertising and Marketing

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The Difference Between Advertising and Marketing

This is a guest blog post by Marian LaSalle and Agency258 

What is the difference between Advertising and Marketing? There seems to be a bit of confusion on the subject, so we want to break it down and help define the terms.

Advertising
noun

1. The act or practice of calling public attention to one’s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.:

Marketing
noun

1. The act of buying or selling in a market.
2. The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

A Marketing Plan Provides A Roadmap

​Advertising is only ONE component of Marketing.

Many people haven’t fully considered that buying an advertisement in a print ad or newspaper is not actually a marketing program. A marketing program provides a roadmap for how the community perceives your brand, products, and services. The overall customer experience and how they feel about your business. It’s not about YOU; it’s about THEM. The look, feel, color fonts and all the effort a company puts into their website, products and images are part of the marketing experience. When you see a Starbucks cup, it’s clear it’s a Starbucks cup. Starbucks, Coca-Cola and Redbull, are all drinks. There’s no confusion between them, all because of Marketing message and the advertising campaign pushing the message to the audience.

Systems and Measures

Common Mistakes in Marketing 

Now that we’ve outlined a few concepts about marketing and advertising, let’s talk about the most common errors in marketing.

As we mentioned, there is some confusion around advertising and marketing. One thing is for sure and that is advertising and marketing are very different things. You can market your business in several ways, and advertising is only one way to do it. In fact, advertising is historically the most expensive way to sell your products and services. If you think advertising is the same thing as marketing, you have just limited yourself to only using the most expensive way to market your business. Today with Social Media, video and the ability to self-publish, there are many more ways to market your business and most are less expensive than traditional advertising.

Systems and Measures Get in Gear

You may find that social media and content creation are considerably more cost-effective. Also, in today’s environment, you can consider a few other creative marketing approaches.

One method that can improve your marketing and save you money is to talk to 4-5 of your customers and ask them about their overall experience.

  • What is the most frustrating thing about your service or doing business with you?
  • What do they like about what you provide?

Their answers will teach you exactly what you need to do to improve. It will also provide you with a direction of who your target market is and what they are searching for from your business.

Another consideration is if you’re currently spending money on traditional advertising (print, radio, television, billboards or magazine ads) how do you measure the results? Throwing money into advertising without a way to measure or have a clear understanding of the big picture will cost you money and time.

Consider Going Digital

Content Digital Marketing provides you precise analytics on what is happening in all of your marketing campaigns. Conversion is key to every successful campaign however, many people think if they spend money on their website and an online marketing campaign, they will get huge return and lot of new business.

If you want to get more business, you just need to spend more money in advertising, right? Not Always True!

More often than not, it just means you’ve spent more money. Remember there is a BIG difference in a small business marketing roadmap and the large corporations advertising campaigns.

Systems and Measures results improving

Spending money on marketing requires you have a strategy for your campaigns and a way to measure results. Who is seeing your campaigns? Are they your ideal customers? Creating a marketing roadmap will provide you a guide to measure, collect metrics and make adjustments to all your efforts.

Effective marketing doesn’t have to be expensive. If your marketing is done right and done systematically, (rather than emotionally), it’s more cost-effective than you might think.

Overall, marketing is a lot more than advertising or selling. It’s about providing an excellent customer experience, which involves creating systems so that the customer, patient or client gets a consistent, high-quality experience day after day and allows your business to scale. Consider your local McDonald’s. No matter who is working there that day, you will always get the same basic experience. They always salt the fries, you always get your food within minutes, and the employees always greet you the same way. And they ask you if you would like to supersize your fries and drink,  upselling everyone that orders.

SYSTEMS that you can measure and improve

Systems and Measures Improve

Your marketing needs to deliver the same results. The key to marketing is offering an excellent customer experience. Do you have a Marketing Roadmap in your strategy? Hire someone to help you create a consistent message to your community over and over and over and grow!

Content Creation, Advertising & Marketing

Agency258 has always been an advocate of creating content. Blogs, Podcasts, Video, Images and especially Social Video. One major reason for creating content as part of your marketing program is to develop a consistent message you can use to measure the results of your efforts. Create, measure, adjust & repeat.

Create Systems

Create a simple system that you can scale and expand on, once you know it’s working. With digital marketing and content creation, you have ways to measure the results. Once you know some content is working and have the ability to convert into results, then you can increase the budget to promote it.

Marketing Methods to Increase Revenue

There are three methods to increase your revenue. Most business owners only use one. Once you start developing systems with content and improving your measurements, you can start using all three methods.

Most business owners only think of using the first way. Increase the number of customers. The theory. If you want to bring in more money, bring in more customers! Seems simple, Right? Let’s look at two more methods you can start to use once you have a marketing roadmap and start producing consistent content.

Start to increase the average spending of customers. You can have the same number of clients, but if they are all motivated to spend more, you’ll bring in a lot more money.

Provide a way to increase the frequency of purchase. What if you can have your clients buy every six months? Or every three months?, Or Every Week? How would that change your business?

​Be Seen, Be Heard, Be Talked About

When someone talks about you and promotes your work, it’s like having a team of cheerleaders working while you’re sleeping. When you make the decision to create your business, the quicker you develop your marketing strategy, systems, and a team, the faster you will provide influence in your target market.

If you have any questions about what a marketing road map or strategy can do for your business,
contact the Team at Agency258. Get started on your adventure in online marketing.

Contact us by email, phone or a message on social media WE ARE LISTENING! To connect with Agency258 you can email marketing@agency258.com or call 713-826-4942 or find them on  Twitter @agency258media

By |December 12th, 2017|Small Business Inspiration, Social Media Best Practices, Uncategorized|0 Comments

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