Difference Between Marketing and Advertising
This has been up for discussion for years. It has been a matter of confusion for decades. Let’s clear this up. They are a collaboration. They also contribute in reaching the same objective. They work hand-in-hand to get your service or product sold. When you understand the difference, your company will optimize customer acquisition strategies.
Let’s get into the meat of the matter. Let’s resolve the issue of the difference between marketing and advertising.
Marketing Prepares the Way
Marketing is the process that prepares the way. A major tactic is utilizing demographic segmentation to target a particular audience. Depending on your product or service, you need to determine which groups should be on your radar screen. Pursuing these groups will dramatically narrow down your potential consumers accurately. Some examples include:
Check out this video of a peacock performing a mating ritual dance. Will he “court” the appropriate targeted audience? You’ll know the answer within seconds!
Big mistake. A cow – really?? I think you’ll agree, he needs to step back and re-evaluate his demographics.
Another aspect of marketing is presenting a definitive image. This is referred as “branding”. Branding is still alive and kicking. Use logos, colors and other elements in your design to define your image. A classic example is McDonald’s. Almost everyone associates the golden arches to this fast food mogul.
We’re using a peafowl theme to illustrate how the peacock (product) attracts the peahen (consumer). This National Geographic video explains how the brilliant colors in the tail feathers attract the female:
If your audience is conservative, showcase your brand as tried and true. Conversely, develop a campaign for risk takers by using an edgier approach. Marketing is convincing potential buyers you have the precise product for their needs and desires. You have to identify:
What They Find of Interest
To complement your marketing strategy, establish a slogan. It should be brief, memorable and clearly defines your message. Also create promotional materials that will capture potential buyers.
Advertising Introduces Product or Service
Advertising is the second half of the Difference Between Marketing and Advertising. It is the process of introducing your product or service to the public. It is HOW you present them. The marketing term we use is “platforms”. This is how you communicate the existence of what you have to offer. Some samples are:
Social media has become a VERY popular advertising venue. It’s inexpensive. It is a great word-of-mouth tool. It can instantly connect you to the world. Some of the major players are Facebook, Twitter, Google+, Instagram, Pinterest and LinkedIn.
Identify your targeted buyers. This will enable you to focus on which advertising platforms are appropriate to reach your audience. Spend your advertising dollars wisely. When you use analytics, as well as split testing, you can determine what works. Also, you can eliminate what doesn’t work. You can actually end up spending less by employing these tactics!!
Our last peafowl video demonstrates a mature peacock performing the mating ritual in front of several peahens. Along comes a peach-fuzzed youngster. He brazenly encroaches upon the mature peacock’s territory. Watch carefully! The little fella on the left side of the screen is soooo out of his league!!
Marketing and advertising your products and services is comparable to how a peacock attracts peahens. By observing the peahens in the videos, it’s obvious they are the targeted audience. They ignore the beautiful peacock who, in this scenario, is the product or service. Most of the time consumers don’t buy the first time around or based upon appearance.
Check out the questions below and see if you can detect the similarities.
What did he (you) do to attract the peahens (customers)?
How many peahens can he (you) entice at once?
Why are they igonoring him (you)?
Do they (your customers) believe something better is going to come along?
How many times does he (you) need to display his (your) bright plumage?
How many times does he (you) need to turn around and shake his (your) fanny in front of them (your customers)? The peahens (your customers) express interest but he needs to keep “advertising” before any of them will comment.
We’ve come to the conclusion with the peacock attempting to lure the peahens with enticing “offers”. Females prefer a male that has the most peacock eyes on his tail. Throughout a peacock’s lifetime, his tail and eyes continue to grow. The peacock will mature. Then his tail is something to write home about. Consequently, he gains the attention of the peahens.
That might not be enough. He learns it’s necessary to tweak his marketing and advertising. He learns he needs to be persistent.
Competition is fierce. There are a lot of “mature” vendors vying for their share of the marketplace. You need to hone in on knowing the difference between marketing and advertising skills in order to cash in on the rewards.
If you need help on your marketing and advertising skills, schedule a free 30 minute consultation with our CEO Scott Weaver. We hope to have you reach out to us, but if you don’t, please work to be improving your business always!