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Many might not know the clear differences between marketing and advertising, yet they have different roles in businesses.
To start with an easy explanation, marketing encompasses many things at the same time, and advertising is just one of its' other tools.
What role does marketing play for the company?
Marketing is an ongoing process of constant research and building relationships between the company and customers.
It focuses on the existing need in the market and creating strategies that aim to deliver the exact product to the right segment at the right time.
Marketing is responsible for creating a broad strategy, which includes the ways of advertising the product/service.
Some of the roles of the marketing team include:
Understanding the customer’s needs and behaviors
Competitor analysis
Establishing brand identity
Brand positioning
Building positive relationships with customers
So, what exactly does advertising involve?
Usually, it’s about sharing information, the message about the product, promoting how good it is, and that customers should try it. Advertising, therefore, focuses on how to deliver messages or how to push customers to take actions that the company needs: Sales? Brand awareness? Announcing a new product?
Advertising usually has one purpose: to share information with the customers (sales, a new service, etc.), in order to stimulate buying behavior, or simply to raise awareness about the brand.
Example:
If I have a company that produces skincare products, the marketing team decides what kind of identity the company should have (how to position it in the market: as an eco-friendly skincare brand? Affordable? Luxurious?). This is followed by the brand story (how it all started, how the idea of the company emerged, and what problem the company wants to resolve for its customers), and what their main message to the world is (values, mission). The marketing team also has to conduct market research and create the overall strategy for the content (educational, relatable, visual).
Meanwhile, advertising focuses specifically on how to increase sales, usually through paid promotions: paid social media ads (including collaborations with influencers), placing visual ads on banners, maybe paid TV or radio commercials, etc.
To conclude, what marketing aims to do is build a trustworthy and strong brand presence, while advertising focuses specifically on increasing sales through promotions.
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