When they hear the word marketing, many people envision aggressive ads that bombard them every day. They can almost hear that tone luring them towards owning the best product that money can buy. When faced with such an environment, many people tend to sniff out the ads and turn away from them. This is not to say that traditional advertising is useless today. It is still broadly used and valued, but utilizing mass media to spread brand awareness costs an arm and a leg – which is not the case with social media, for example. This brings us to the new frontier, where another, more subtle way of capturing attention reigns supreme.
Breaking New Ground
Knowing the difference between marketing and advertising puts companies in the fast lane to business success. Making headway in highly-competitive marketing arena is much easier when you realize you cannot force messages down the customer’s throat. So what is the deal with marketing and advertising? Are they two sides of the same coin? Well, if the organization cannot grasp this distinction, then rethinking the marketing strategies is the best way to proceed. First and foremost, all advertising falls under the category of marketing, but the opposite is not the case.
Advertising refers to the public, depersonalized, paid announcements about products and services. The goal is to get the word out, and reach as much people as possible using strategies like ad placement. To execute them, advertising uses various promotional channels: newspaper, television, radio, billboard, email, and the Internet. However, ads are just one component of the broader marketing process. Other aspects involve market research, public relations, product design, customer support, sales strategy and community building.
A Marketing Mix
All these activities need to work together towards the same goals. Namely, they must be held together by the glue that marketing is. This is about systematic planning, and implementation of the wide array of assets, aiming to move customers closer to trusting and adoring a brand. In fact, marketing is everything that a business organization or an individual does to stage an exchange between the customer and the enterprise. To make it happen, you need to identify your potential customer and find out their location, preferences, tastes and habits. Conveying a message is successful only when you make sure it does not fall on deaf ears.
So, one cannot just develop a superior product and hope that one killer ad will make people flock to stores. Smart marketing is embedded in the daily habits of modern customers. It does not only try to sell the product, but to inform, entertain, educate, advise, inspire, and intrigue. Take the example of the content marketing and its rise. The amount of content posted daily on social networks is astounding, and some of it goes viral, creating an avalanche of comments, likes, shares and follows. This content can generate buzz on such a scale that it transcends the borders of marketing, transforming into a social cause.
The Well of Ideas
Pulling off something likes this takes a whole lot of time and tons of creative thinking and energy. Cutting through the overwhelming noise is a key task, as is avoiding content fatigue that is starting to plague digital avenues. The only way to spark attention is to offer a steady stream of authentic, well-crafted and engaging content. Many marketers now strive to turn the product description into copywriting, review into blog posts, and ads into viral videos. This shift also reveals that marketing is becoming more targeted, personalized, and infused into content we consume daily.
This recipe can be utilized in other areas in the marketing landscape. For example, a nicely designed property marketing is one of those activities that resemble advertising in its pure form. Yes, promoting your real estate is in the focus, but one can also promote a lifestyle, impress the visitors with a visual spectacle and create buzz on social media. This demonstrates that opportunities are everywhere. Hence, a proper marketing strategy must include all the channels and tactics that are stealing the today’s show. Staying on top of trends and changing customer needs is the only way to ride on the wave of success and enter the future with flying colors and a head start.
Advertising is just one of the many weapons in the marketer’s arsenal. Customers are used to filtering out messages that do not seem relevant: they do not want to be looked down upon and treated as spending machines. A thorough and sound marketing plan encompasses a plethora of promotional activities and takes them to the next level. After all, marketing is a never-ending process of unveiling the truth about the market, customers, and your own business. We are in a new era of doing business in which innovative, fluid, digital channels will be the king.