As they are related areas, many entrepreneurs cannot understand the difference between marketing and advertising in concept and applicability of each of these strategies in the company’s routine.
However, it is important to know what they are about and how they can help the company. It is true that both marketing and advertising seek to achieve the same goals: to strengthen the brand, win customers and increase sales and profits.
But in order to achieve these goals, the two are developed differently, which makes them complementary strategies and which, when properly implemented, make all the difference to the success of a business.
In general, we can say that marketing seeks to plan all actions that involve the sales process. Advertising, in return, focuses on attracting and winning customers.
So, what is marketing?
The objective of any company is to offer products and/or services that meet the demands of one or more target market. Only then will it be possible to maintain and grow as a business.
However for this to happen, it is necessary to create mechanisms that reinforce your brand as the best option for your customers, winning their preference and loyalty. This must be an ongoing process in the business routine.
This is the purpose of marketing: to enhance the company’s brand to win and retain customers and, consequently, leverage sales and increase profits.
The fundamentals of marketing are based on four pillars, known as “the 4 P´s”:
- Product (and also service): works the differentials of the company’s product or service in comparison with other products or services available in the market. What your company offers must be more attractive and have better quality.
- Public: seeks to enchant customers (current and potential), based on the recognition of their desires, expectations, and buying habits, among other aspects.
- Square: addresses distribution channels – physical or e-commerce points, seeking to create facilities so that your audience has access to the product or service offered.
- Price: establishes the trade value of the product or service, always with a focus on market competitiveness and the purpose of benefiting the customer.
To add value to the brand effectively, each of these pillars needs to be developed based on specific actions, but they are simply inseparable. If you choose only one or the other, the company will hardly find the balance of the business.
Therefore, marketing is an extremely essential strategy for any company or business, regardless of size or industry.
And what is advertising?
Within the business routine, advertising strategically uses the various communication channels and tools available to spread the company’s brand and messages. The idea is to awaken people’s interest in a particular product or service and make them decide to contact your company to finally close a deal or buy the ideal of your brand.
In order to define the dissemination strategy, it is necessary to identify the strengths and weaknesses of your business and your competitors, as well as to have extensive knowledge of who your audience is. These data will serve as a subsidy so that you can develop the ideal advertising pieces to leverage your business.
Should you invest in marketing or advertising?
Strategically, one depends on the other. Marketing makes you think and structures your sales process in a broad way, leading to a deeper understanding of the market and the business itself. This, however, is not enough to be successful, nor to win and retain your clientele.
It is necessary to “put your mouth on the world” and show everything that your brand has to offer to your customer. In this way, advertising comes as a marketing “tool” aimed at creating, narrowing and strengthening the relationship of your audience with your company, making them choose to do business with you instead of your competitors.