Marketing and Advertising are two very different strategies with the same end result. In the new world of marketing a business and advertising products and services the line can get a bit fuzzy. Most especially with the slow death of print advertising and phone book ads many Business Owners get confused on the difference in the two strategies.
According to Wikipedia, “Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer.”
Marketing encompasses many forms online and while the end goal is to sell the broad goal of the marketing strategy is to brand your business, gain visibility, generate interest, direct traffic to your online sites, foster relationships, gain loyal followers and create a new set of people to handle word of mouth marketing for your business – with the end result being potential sales and revenue.
Potential customers want to know your business, connect with you on a new level and trust that your business offers the best product or service. This is earned through many different forms of marketing – content, social, online, etc.
Advertising, according to Wikipedia’s definition “is a form of communication for marketing and used to encourage or persuade an audience to continue or take some new action. To boil it down, advertising is a direct message with a specific call-to-action, most often with a quick sale being the desired result. However, because the way consumers today wish to interact with brands, advertising simply is not enough anymore. A broader marketing plan might include blatant advertisements, but should also involve consumers in the “conversation” and make them feel more connected to the brand.
Social Media Marketing allows for a broad online presence. And that presence does translate to sales. In fact, “79% of Facebook fans are more likely to purchase from a brand they follow [on Facebook].” (Social Media Examiner)
The end result of any marketing strategy is to make a sale, but companies have to look further than simple advertising. A successful marketing plan incorporates many different steps and takes time. And it works!