“Marketing and advertising work together, but they aren’t mutually exclusive.”
As a marketing professional, you know that advertising and marketing work together to accomplish the same objective: increasing awareness of your company and products. However, there are important differences between these two industries which can help guide your strategy to maximize acquisition efforts. Learn more from our team of experts at Digitally Global.
The scope of marketing goes beyond advertising. Marketing creates the tone, personality, and voice of a brand or company as a way to attract its target audience using various media channels like paid ads, owned content (blogs), or earned media (press).
Advertising has a much more narrow goal, which is to get the word out about a specific product or service. With advertising, you can use social media, search engines, TV/print spots, billboards, and radio. Depending on your audience’s preferences you’ll probably need to mix up these channels for it to work successfully with them.
Marketing Vs. Advertising
Marketing is the process of identifying what your customers need, defining your product, choosing the best place to sell it, deciding on a price for it, and promoting so that people are aware of you as an organization. Advertising is just one aspect of marketing: advertising helps promote products or services using paid media. To be more precise, marketing is an umbrella term for brand positioning and awareness. Meanwhile, advertising is one of several tactics used to achieve those goals. To make the two nomenclatures more distinguishable from each other here are few pointers:
- Successful marketing strategies use advertising at different levels of a campaign, across all media
- Marketing has many components, advertising is the one that focuses only on paid media
- Marketing convinces potential customers that you’re the brand they want to use, and advertising focuses on communicating the existence of the same product to consumers
- Advertising is meant to benefit a marketing plan and communicate the marketing message
- Marketing is a strategic decision-making process that helps companies align their brand with the target audience. Advertising makes the brand known to its intended consumer through paid means
- Successful advertising uses return on ad spend (ROAS); brand awareness and impressions are just some metrics companies use to measure the success of a marketing campaign beyond ROI
To get a clear understanding of marketing and advertising, let us explore the two concepts in today’s context.
Native Advertising Vs. Content Marketing
Native advertising is a new way to make paid ads appear more naturally in day-to-day online activity. With native advertising, you can purchase ad space and work with a media network on an organic-looking ad so it doesn’t feel like it’s interrupting the normal flow of things.
Content marketing is creating your own media materials and publishing them yourself. For instance, a company blog or email newsletter is a content marketing example. A paid collaboration for a blog on someone else’s site is native advertising instead of content marketing.
The most notable difference between these two is that one is paid and the other isn’t. Content marketing usually takes place on your own company’s site, while native advertising will take place on someone’s website.
Mobile Marketing Vs. Mobile Advertising
Mobile marketing is the process of creating materials that are meant to be used in the mobile space. These could include apps, location-based services, text messaging, or messenger marketing. The assets should also be designed for a mobile customer’s experience and responsive to their needs.
Mobile advertising is the process of paying for ad space that will show up in mobile apps or online searches. It differs from regular ads because it can be a pop-up, an app download prompt, and more—all things you may have seen on your phone before while browsing around even without realizing they’re advertisements.
Mobile advertising is also different from marketing since its main goal isn’t building brand awareness but simply creating revenue through targeted audience engagement.
The goal of marketing is to increase sales. Advertising alone can’t do that; it’s just one part of the equation. Your company needs a full-scale strategy that covers all areas, including marketing and advertising. To avail of a 360° marketing solution for your business, click here!