Marketing vs. Advertising: What is the difference?
Without much consideration, marketing and advertising may be confused to be the same thing. Of course, they have their similarities and meeting point. However, they are not the same. They share the same objective which is to inform customers of products and services offered by a company. The thin line between marketing and advertising are what we would be digging up in this article. Understanding these differences will enable your business with your customer strategy.
What is marketing?
We all see marketing everywhere but when it comes to defining what it is, we lack the right words to capture what it means exactly. Even good marketers find it difficult coming up with a definition even though that is what they do all day at work. This because upon careful consideration, you will realize that marketing intertwines with both sales and advertising. This makes it quite difficult to assign a definition to it without adding the sales and advertising aspects to the definition.
Let’s dive into it…
Marketing is present in all stages of business development. From idea development to product creation and distribution, marketing is an important aspect. The process includes sales and advertising as well. Marketing runs through all the business development stages because it deals with the most important reason why a company exists, its customers. The customers must be in mind at every stage of decision making in any business corporation. Marketers are constantly trying to find out customers habits, they ask the relevant questions through surveys, data mining, focus group discussions and several other ways. This means they’re the only department which understands the customers the most. Marketing pertains to all aspects of a business process – product development, distribution methods, sales, advertising and customer service.
The customers must be in mind at every stage of decision making in any business corporation.
Marketing is the continuous process of getting people interested in your company’s product or service. It also entails managing profitable customers relations. Businesses typically achieve this through lots and lots of research to have the minutest of understanding of each and every habit of the customer. This is done through market research, understanding the market through analysis and the deep understanding of customer needs and wants.
Marketing is the best way to make sure that other aspects of the business such as sales and advertisements are done right in the way customers want it delivered. Without marketing knowledge, all other aspects of the business will go wrong. In recent times, adverts are made to look less and less like what they truly are, adverts. This is because of a change in customer preferences
What is Advertising?
As with marketing, advertising is also aimed at influencing the buying habits of a customer through communication through the various advertising media. An advert is usually more direct in appealing to the customer as compared to marketing. Marketing takes subtle ways like fulfilling social responsibility. So, anything that directly appeals to you and asks you to buy some product is probably an advert.
Advertisers in recent times have developed means to make advertising more subtle. That makes it difficult to differentiate between marketing and advertising. The adverts companies put out hardly mention a product or service. They simply try to make you aware of what they have in rather indirect ways which suggest that what they have is what you need or want. They focus on building you into a customer instead of simply asking you to buy without giving you enough reason to actually make a purchase.
What is the difference between Advertising and Marketing?
In other words, advertising supports marketing by creating the right buzz about a company’s product or service. It generates curiosity in the minds of the target audience but ultimately works to support the overall marketing plan.
To the main question of the article – What is the difference between marketing and advertising? Marketing and advertising may be very similar because of the overlapping between them. Marketing contains advertising as part of it. Which means advertising is actually marketing. So, while marketing focuses on the whole business as a whole and encompasses the product development, sales, distribution, and customer care, advertising focuses on getting customers to know of the product by placing adverts on mediums that the target market most engages with such television, social media, and billboards. Advertising is a part of a broad picture.
Marketing contains advertising as part of it. Which means advertising is actually marketing.
Advertising costs money….
Advertising usually takes the bulk of marketing expenses. This because of how much advertising affects the whole marketing plan. It takes a well-executed advertising campaign to achieve key marketing goals and objectives. Moreover, advertising platforms charge to place the adverts on their channels. It also takes a high-frequency advertising campaign which is available on several networks or channels to create the desired advertising outcome. This comes at a huge cost and companies must pay through their budgetary allocation for advertising.
Overall marketing and advertising have a relationship of interdependence. It takes a quality market and customer knowledge to execute good advertising campaigns.
The difference between marketing and advertising in summary
- Advertising is a subfield of marketing. This makes marketing broader than advertising
- Advertising mainly involves ads while marketing has to do with the overall marketing areas of a business such as distribution, pricing, and others
- Advertising has a short-term outlook while marketing has a long-term outlook
- Marketing takes a huge part of a company’s budget but advertising takes a huge chunk of the marketing budget.
- Advertising is a less subtle form of gaining business than marketing. For instance, making donations and embarking on a social responsibility project is a form of marketing.
Knowing the difference between these two as a marketer is crucial. It allows to make the right budgetary allocations and take the right actions. It may take a little bit of implementation before you are able to fully grasp their subtle differences. Keep learning and expanding your knowledge and doing what you love because marketing makes the world go round. Cheers!