Businesses long before the dawn of the internet strive to put their brand on the map by highlighting what they can offer to the market. From billboards to editorial to tv adverts, the number of ways to build brand awareness and capture attention is ever-evolving. 

Marketers today are familiar with search engine optimization (SEO), email marketing, social media marketing, and more platforms that fulfill distinct purposes, but most would never lump ‘advertising’ as part of one’s roster. It’s often used interchangeably, but there are key differences between the two that can make or mar your success. 

The confusion is not without merit though, particularly since advertising and marketing share a common goal of exposing your brand and generating enough high-converting leads. Seeing as both are tools that drive traffic to your business, what sets them apart? 

Marketing vs. Advertising: Is There a Difference?

What is Marketing? 

Marketing is all about defining your services or product’s unique selling points. The mission is to ensure that the target audience sees the value of your offer using tactics that make your business relevant to your market needs, such as the following:

  • Market Researches;
  • Brand Development;
  • Content Marketing;
  • Events & Tradeshows; 
  • Public Relations;
  • Sales Presentations;
  • Community Management; 
  • Media Planning & Buying;

What are the Specific Goals of Marketing?

Different marketing methods all point to improving your brand awareness, but if you break it into chunks, you’ll discover the list below that make up the core goals of your marketing strategy: 

  • Generate Leads;
  • Acquire New Customers;
  • Retain Existing Customers;
  • Increase Sales;
  • Identify Upsell Opportunities; 
  • Increase Customer Satisfaction;
  • Produce Relevant Products; 
  • Launch a New Product or Service; 
  • Track, Measure, and Improve Your Marketing Strategy

What is Advertising?

If marketing is all about relating to your target audience, then advertising is the process of putting the spotlight on your product or services. It’s a slice of the marketing pie that executes your marketing analysis, putting your blueprints into reality using creative positioning in media platforms like social media. 

Other advertising techniques include the following: 

  • Traditional Advertising; 
  • Retail Advertising; 
  • Online Advertising; 
  • Mobile Advertising; 
  • Outdoor Advertising; 
  • Pay-Per-Click (PPC) Advertising; 

What are the Specific Goals of Advertising?

Seeing as advertising is all about showcasing your promotions, most techniques aim to obtain the following results: 

  • Positively impact the consumer’s purchasing decisions; 
  • Inform and persuade customers; 
  • Build a prominent brand reputation; 
  • Boost brand loyalty;
  • Increase brand awareness; 
  • Attract customers; 
  • Retain customers and encourage repeat purchases;

The Bottom Line: Choosing the Platform that will Build Your Brand Awareness and Increase Your Profitability 

It’s easy to conclude that marketing and advertising are one and the same, but both terms fulfill distinct purposes. In the grand scheme of things, advertising is a critical component within marketing’s moving parts. 

Understanding the differences and knowing how each function works independently should help you create a marketing or advertising plan that is focused, accurate, and clearly-defined objectives that push you closer to achieving your goals. 

What Can We Do to Bolster Your Business Growth?

Krafted Digital is a full-service digital marketing firm based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to fortune 500 brands. Click here to contact us today!