The terms Marketing and Advertising are sometimes used interchangeably, and I want to provide some distinction on how these terms are different.
The American Marketing Association offers this distinction. Marketing is the process of identifying customer needs and determining how best to meet those needs. Advertising is the exercise of promoting a company and its products or services using paid media.
Advertising is a business practice where a company pays to place its messaging or branding in a particular location. It is typically a one-way communication to a target audience. The advertiser does have total control over where and how the content is promoted. It can be used to achieve many objectives including education about products and services, how these products and services are better that alternatives, create a demand in the case of new products or services, display products in front of their audience and many more.
Marketers break up media into 3 types.
- Paid Media involves a company paying to place marketing communications for example, on billboards, on broadcast and print ads, on search engine ads, on social media ads and on direct mail or email.
- Owned Media involves a company using its own channels to publish marketing communications. Examples of owned media include websites, blog sites, podcasts, brochures, corporate social accounts, and press releases.
- Earned Media involves external communications about a company by others. This could include online reviews, newspaper or magazine articles, social media endorsements, and demonstrations and other outside publicity.
As mentioned, advertising is generally only in the domain of paid media.
Effective marketing strategies will affect paid, owned, and earned media. Marketing strategy affects how a company advertises in paid media, dictates how a company communicates through owned media, and how it interacts with others through earned media.
A successful business will use several advertising strategies into their overall marketing plan, and many will be using affordable digital advertising through search engines and social media.
In newer companies and in the case of smaller businesses we recommend initial focus on developing a marketing plan. This plan would dictate where funds and marketing effort are expended to reach the desired audience in the most effective manner with their wants and needs in mind and prevent overspending on ineffective advertising.
Our company is a marketing agency that primarily advises our client organizations in sourcing, branding, and delivering customized merchandise and apparel which can be used in various types of marketing campaigns. We feel using promotional products helps them complement their marketing effort in all three types of media. We see what we do as supporting their efforts to “Thank, Invite, Excite, Recognize and Reward” those important to their organizations.
We here at SWFL Marketing Group love to assist our customers in making meaningful connections with their audience, and we strive to help our customers invite, excite, recognize, and reward their clients! Let us help you Stand Up and Shine in your industry with logoed items that will make an impression.
We are available to our customers by phone, email, or at our physical location!
We look forward to assisting your organization with any upcoming marketing initiatives or special events!