In our industry, the terms advertising and marketing are routinely viewed as one in the same—and with the growth of non-traditional media, social media and the digital landscape, the lines are increasingly blurred. While advertising and marketing are both important to long-term business success, they are different components of a tactical communication plan. When you understand the differences, you’ll be better prepared to allocate funds and establish a strategy for business growth.
It’s easy to see how advertising and marketing are commonly confused, since they both play a role in generating brand awareness and driving sales. So, what’s the difference?
Think of it this way.
Marketing is the big picture that includes how your company differentiates itself, builds relationships, and promotes/sells/distributes services and products.
Your marketing plan may include a number of different components such as:
- Social media
- Marketing collateral (brochures, flyers, data sheets)
- Packaging & displays
- Trade shows
- Press releases & publicity events
- Door-to-door & personal sales
- Advertising (print, online and vehicle)
Advertising is just one facet of this marketing process.
Here’s where it gets dicey. Whether you’re a startup or well-established business, it’s tough to determine how much money you should spend on marketing and advertising. Advertising tends to be one of the most expensive ways to market your business. While print ads, pay-per-click campaigns and radio/TV commercials could yield worthwhile returns, there may be more affordable ways to achieve your marketing goals. Email marketing, networking, social media and publicity are inexpensive—and can go a long way to spreading the word about our business.
One of the best things about working with us? We’re not advertising salespeople—and we never try to sell you what you don’t need. Instead, we are marketing masters: working with you to develop holistic communication tactics for your business. Tailoring full-service marketing solutions to your budget and business objectives, we develop short- and long-term strategies that guide your advertising decisions. Then, we evaluate your marketing strategy at regular intervals to adjust to the changing market climate—because what works today may not be the best solution for tomorrow.
To learn more about developing a comprehensive marketing strategy for your business, contact a team member today. Already have a marketing plan in place? We can help you create impactful advertising, websites and social media platforms while keeping your image consistent across all media. Give us a ring and get started today.