Online Marketing vs. Advertising: a strange concept since the words are used so interchangeably. But they’re not, and we’re about to show you why.
The retail eCommerce sales in the U.S. were $160.3 billion in the first quarter of the year. The sales were a 2.4% increase from the last quarter of 2019. Given the rise in online business, the terms you’re likely to encounter frequently are online marketing and advertising.
In fact, many people use the terms interchangeably. So, are marketing and advertising the same? When you analyze online marketing vs. advertising, you’ll realize that the concepts are quite different.
Keep reading to know how marketing and advertising differ, and how they work together.
What Is Marketing?
It is essential to understand the term marketing individually, to know how it differs from advertising. In its simple terms, marketing refers to the activities that make the public know about the products a business sell. Marketing will improve your chances of reaching your target market.
Marketing methods comprises of everything from the research phase. It includes guerilla marketing and advertising campaigns. Marketing is quite broad as it consists of all actions seeking to spread awareness about a product.
What Is Advertising?
Advertising is a subcategory of marketing. It involves paying for space on either a website, magazine or billboard to promote your offers. Advertising involves creating a campaign to align with the needs and wants of prospective customers.
Adverts use content aimed at evoking a particular emotion from an audience. The emotions link to a brand to build a lasting impression. The results are usually increased brand awareness and sales.
Online Marketing vs. Advertising
From the definition of the two terms, it easier to understand why marketing is different from advertising. Marketing is obviously broader, while advertising takes a narrow approach. Here are some of the aspects that makes the two differ;
Types of Marketing and Advertising
Marketing and advertising have different categories. Each type of marketing plays a specific role in reaching potential customers. The common types of marketing include;
- Inbound marketing
- Content marketing
- Digital marketing
- Social media marketing
- Traditional marketing.
Conversely, the types of advertising include;
- Digital advertising
- Product placement
- Traditional advertisement.
The increase in internet use has made online advertising more prominent. Many digital marketers are using PPC advertising as chances of increasing traffic and conversion in your site are high. Combining digital and traditional advertising is one of the surest ways of reaching a wider audience.
Channels Used to Market and Advertise
In marketing, the main channels used to get your products out there are your website and email marketing. A company website will allow you to connect with a larger pool of potential customers. More people are searching online for services and products, and using your site to market is a great way to create product awareness.
Email marketing is another commonly used marketing channel. This approach to marketing is measurable and easy. You can increase your brand awareness through email marketing.
Advertising often utilizes Google Ads, Facebook advertising, and local publications. In 2020, Google ad and Facebook advertising revenues in the U.S. are projected to reach $39.58 billion and $31.43 billion, respectively. More people are embracing the two giants for online advertising.
The main difference in the marketing and advertising channels is that the latter is often paid for. In Google, you might need to consider PPC advertising for better outcomes. Facebook also has the option of sponsoring adverts to increase their chances of reaching a wider audience.
Different Marketing and Advertising Phases
When analyzing online marketing vs. advertising, their diverse phases clarify the differences between the two activities. The marketing strategy is in four phases, known as the 4P’s. They include the product, place, pricing, and promotion.
The product is the item or service taken to the market to address consumers’ demand. Price focus on the pricing process, which should consider the perceived value of the product. The place considers the supply of the product. Promotion refers to the communication vehicles used to convey a message about a product or service.
On the other hand, the advertising strategy enables you to get your product to the right audience. It utilizes the cognitive, affective, and conative phases. Cognitive is the awareness stage, where consumers process the information they gather from an advert. Therefore, it is crucial to ensure that your ads are providing valuable information to prompt consumer interest.
Affective is the preference stage, where consumers show a liking towards a brand after an emotional connection. The conative phase is where a consumer has the conviction to make a purchase. Consumers either make actual purchases or show intentionality at this point.
Similarities of Advertising and Marketing
Despite being used interchangeably, online marketing and advertising have minimal similarities. However, they work together to achieve a common goal, which is to make sales. Marketing and advertising work in tandem to create a brand presence.
While the market prepares a product for the marketplace, advertising increases the product’s popularity. Advertising utilizes the data collected through marketing to make the process fruitful.
Marketing and advertising need to work together as the former brings about a strategic approach to product promotion. The different marketing activities, such as audience research, branding, and messaging, make advertising effective. On the other hand, successful advertising is what makes marketing strategies to have an edge.
Combining marketing and advertising will benefit your brand. The approach will have your content reaching a wider audience. Your targeting capabilities during marketing will determine the extent to which customers will respond to your offers.
Understanding Online Marketing vs. Advertising in the Age of eCommerce Is Crucial
Online marketing and advertising might seem similar, but their differences are undeniable. If you have an online business, you need to know what differentiates online marketing vs. advertising. Ensure that you find a perfect balance of both as they are critical in getting loyal customers.
Using appropriate inbound marketing strategies will enable you to attract a wider audience. How can you embrace the two strategies if you don’t know their differences? Research further on how they differ to get insights on ways you can exploit the two.
The right marketing and advertising approach will increase your site’s traffic. Consequently, you’ll enjoy increased sales. Understanding how to go about marketing and advertising is a great place to start.
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