Many business owners often assume that marketing and advertising are interchangeable and mean the same thing. While they do possess some similarities and often work together, they are far from the same thing. They are two distinct aspects of running and promoting a business, which work together to ensure you see the most success possible. However, again, they are very different.
For your business to truly succeed, you, as a business owner, must know the differences between marketing and advertising. You must also be aware that their goal is the same, so you should make them both a priority. Once you can properly delineate between the two, you will be in a much better position to set your business up for success in the long run.
ARYU Advertising remains a leader in the world of marketing and advertising. Our team of specialists has years of experience helping businesses utilize marketing and advertising to grow their businesses. In today’s blog, we will discuss marketing vs. advertising and what each truly means to your business.
What is Marketing?
Marketing is very reliant on research, analytics, and data. Essentially, marketing is all the work that is done before a product or service is presented to your target audience. Marketing is an umbrella term for all the techniques and strategies you should utilize in order to spread the word about your business.
The first thing you should do in marketing is to conduct market research. Study your audience and how they operate and purchase goods. By studying your target audience, you are better able to craft a voice that will engage your audience and grab their attention. This research also allows you to know who your audience truly is and what they respond to best. Through your research, you will learn what channels of media your audience is found and what messages inspire the most conversions. Your message and tone should be able to represent your brand concisely without taking too much of your audience’s time. People make their decision to make a purchase quickly. Marketing allows you to craft a message, whether that includes a tagline, slogan, or mission statement.
There are many aspects of marketing, including:
- Researching the market and your target audience
- Brainstorming ideas
- Creating and designing messages and media
- Planning how to distribute these messages
- Public and customer relations
Yes, while marketing and advertising are different, advertising is a small yet crucial part of all marketing. Through your research, you may learn that creating channels through social media may be the best way to connect with your audience, among other channels and strategies. You may find that videos work better than written messages.
Research is an important part of marketing. It allows you to expertly craft a campaign, messages, and more to help your business succeed, setting your advertising up for success.
What is Advertising?
Once you have conducted all your market research and created a successful and engaging marketing campaign, it’s time to put that information to use. The process of getting the word out about your products, services, or business is what advertising truly is.
You should already have your product ready. After thorough research, you should know who your target audience is. You’ve already ascertained what channels of communication will work best for your product and the type of messages that your audience responds to. With all this information collected, it is time to present your product or service to the world.
You can think of advertising as the promotion wing of marketing. Advertising takes the messages and tone you created for your product and presents it to the world in areas that will draw the most engagement.
Some advertising channels marketers often use include:
- Social Media Advertising
- Traditional Advertising (such as radio, TV, billboards, newspapers, and more)
- Pay-Per-Click (PPC) Advertising
- Search Engine Marketing (SEM)
- Email Marketing
For decades, traditional advertising was the most important and only way for marketers to advertise their products and businesses. They would turn to billboards, radio and TV spots, newspapers and magazines, direct mail, and more. However, in the digital age, consumers have started conducting their business online, interacting with digital media far more often than they do traditional media.
Advertising is the most expensive part of marketing. It involves design, ad placements, and the frequency of your ads.
Digital advertising changed how marketers operate. While traditional forms of advertising are still beneficial, it is virtually impossible for marketers to track how successful certain advertisements are and those that are draining their money. With digital advertising, marketers can track what ads work and don’t work and whether they led to conversions and more sales.
How Marketing and Advertising Work Together
As we have already stated, advertising is only one aspect of the marketing machine. Marketing involves doing market research and preparation, so your product is ready for the world to see. Advertising is the piece of marketing that puts your product in front of your target audience, displaying it with engaging messages and tones. Combined, they help attract and retain consumers.
All that research you conducted and all the data and analytics you collected is used for advertising to craft an effective ad campaign with a much higher ROI. Marketing is a relatively broad process, which includes research and practice. Advertising simply focuses on practice. Marketing involves more research and data, while advertising involves creativity and multimedia production.
Combining the two helps your business with:
- Brand recognition
- Market research
- Building a following
- Improving customer service
- Improving ROI
ARYU Advertising continues to keep our pulse on the worlds of marketing and advertising. We do not see the world as marketing vs. advertising. We understand how crucial it is to implement both of these concepts into your business. By understanding the differences and how they work together, you will be able to get your product and business in front of the right audiences with eye-grabbing and concise messages. If you have any questions regarding marketing and advertising, contact ARYU Advertising today.