Temecula seo

Marketing vs Advertising

Written By: Greg - Apr• 21•11

What’s the difference between marketing and advertising? Surprisingly, there are many business owners who can not quickly identify a contrast between the two terms and many who think they are “marketing” when they are really “advertising”. Let’s start by looking at the definitions as provided by Wikipedia.

Advertising: “a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is drive consumer behavior with respect to a commercial offering… “

Marketing: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is an integrated process through which companies build strong customer relationships and create value for their customers…”

More simply put, advertising is something you do when you are trying to get a customer or prospect to take some form of action right now. An example would be placing an advertisement in a newspaper in efforts to get a customer to call and buy your product right now. Your results may happen immediately and your advertisement has a limited life-span. It is doubtful that this week’s ad will gain you any business 4 months from now unless you run it (and pay for it) continuously.

Marketing, on the other hand, is an activity where you build rapport, credibility, and relationships with customers by providing them with something valuable. Although you might receive business immediately from your marketing efforts, it usually does not work that way. Marketing requires thought, planning, work, and consistency over an extended period of time. The goal with a marketing plan is to capture a customer for life who not only uses your product or service, but who also recognizes you as an expert in your niche and considers you to be a valuable resource. Unlike traditional advertising, when done correctly, marketing strategies that you use today can benefit you months and years from now because you have taken the time to build a relationship.

Both marketing and advertising serve a purpose within a business plan, but it is important for you to recognize the difference between the two and tie your goals to specific activities. For instance, if your business is real estate and your goal is to sell a house in the next two weeks, you need immediate advertising not marketing. However, if you have been marketing to a group of 500 people for the past 2 years, then it is possible that your marketing efforts could produce a buyer within the next two weeks.

Here’s two common mistakes that many people make…

They start an advertising campaign by producing sales materials that promote their product/service, they advertise their low rates, sale prices, excellent customer service or past results. All the while, they think they are marketing but really they are only promoting themselves and are not providing any value to their prospects. Is this practice effective? Absolutely! Of course it must be done properly and targeted at the right audience. A little luck never hurts either. The problem is that their advertising materials do not build them any long term credibility and are usually very short-lived. Within a matter of days or weeks a new advertising campaign is needed.

The second type of mistake is when a business starts a marketing plan by blogging, sending out an eNewsletter, publishing useful articles, or embarking on a social media plan. Then 30-60 days down the road when they realize that they have not generated any sales from these efforts yet, they assume the strategy doesn’t work and they quit. This scenario’s problem is that goals and expectations were not in alignment with a strategic marketing plan, but rather with an advertising campaign. They gave up before their marketing efforts had any sort of chance to benefit them. The old adage “Patience is a virtue” was never more true than with a well designed marketing plan.

As a business owner or manager, it is critical to set specific goals and expectations and then select the promotional method that fits. If you need short-term, immediate results, lean in the direction of advertising. If you want long-term rapport and relationships with your customers, put a consistent marketing plan in place. Know what you want and take action accordingly.

You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.