Many people tend to confuse the meanings of advertising and marketing, and it’s easy to see why. The ultimate aim of them both is to heighten consumer awareness of your product or service in order to create a loyal user group and increase sales. But what’s the difference between the two?
Advertising is the form of communicating the benefits of your product or service in order to persuade potential clientele, that they need what you have on offer. There are many forms of advertising - more common forms are TV, print and radio advertisements, however web based avenues are becoming increasingly more popular, with the likes of Pay Per Click Campaigns and Banner Ad’s.
All your customers want to know is: Why should I choose you? Why should I spend money on your product / service? Marketing provides the answers to those questions by tapping into precise psychological triggers, in order for sales to begin before the salesman makes the call. It’s the planning, implementation and control of communicating, delivering and exchanging your service or product offerings. Marketing is the process as a whole, whereas advertising is just part of that process which also includes branding, research and pricing to name a few.
So how do you get an advertising campaign and marketing plan established? Once you employ a advertising / marketing specialist, they can define the things which are important to you, as a business, and deliver a concept that is sharp, creative and strategically sound - something which will assist you in attracting new customers, whilst keeping your loyal customers more than satisfied. By working with you your specialist will be able to ascertain what your product / service appeal is, identify your target markets, explore growth strategies and form your current and future communication needs. It doesn’t matter whether your business is new or existing, you will need a marketing plan, whether it be something extravagant or something minor, all it needs to do is get your message out to your clients.
So it’s fair to say that advertising could not work without a marketing plan, it’s merely one small part of the bigger marketing picture and without marketing your business would not reach all of your potential clients, therefore the success of your business would be hindered.