Teamwork Makes the Dream Work: How Advertising and Marketing Work Together
Television advertising revenue has increased by 7% in the last year, and for good reason. Brands are combining the power of advertising and marketing to create a long-lasting and effective strategy that yields big returns.
Still, you might hold some confusion as to the difference between advertising and marketing, and how to best utilize each in your brand strategy. Fear not, here we will break down some helpful tips on how to combine the two.
What is Advertising
We are exposed to hundreds of ads a day, and yet many are unsure of what advertising is and how it works.
In it’s simplest form, advertising is using specific types of content and mediums to evoke an emotion from the audience. Those emotions are then linked to the brand to create a lasting impression. If all goes to plan, the end result will be increased sales and brand awareness.
For example, the Michael Jackson Pepsi ad is a great example of advertisers using positive emotions to sell a product.
What is Marketing
Marketing covers a wide range of mediums and methods, however, it can be best summarized as efforts made to directly reach audiences.
Marketing methods include everything from advertising campaigns to guerilla marketing and research efforts. Even a simple survey that offers the right insight can be viewed as a valuable marketing tool.
Advertising vs Marketing
Often the terms advertising and marketing are used interchangeably and for good reason. The two are connected in a number of ways, and while all forms of marketing may not be advertising, all advertising can be considered marketing.
The difference between the two lies in the fact that marketing is an effort to send a message to your audience, promoting a person, product, or brand. While advertising involves using a paid medium to deliver that message
This means you could label radio ads, print ads, tv commercials, and even billboards as forms of advertising. However, other mediums like direct mail, email marketing and social media marketing (excluding social media ads) are considered to be marketing but not advertising.
How to Combine Advertising and Marketing
However you may classify them, there is no denying that advertising and marketing work hand in hand to deliver the strongest results.
Often, marketing is needed to bring a strategical approach to how advertising happens. While you can put together an ad you feel looks good and send it out into the world, hoping for the best, chances are this will be a waste of time and money.
It’s the target audience research, messaging, and branding that allows advertising to really do its job. On the flip side, the powerful effects of advertising on audiences is what gives marketing strategies their edge!
The Benefits of Combining Advertising and Marketing
So why combine advertising and marketing for your strategy? While it’s possible to reach audiences on marketing efforts alone, advertising comes with its own benefits.
Read on to learn why it’s worth combining these powerhouse tools.
Getting Content in Front of a Larger Audience
While some marketing efforts can reach larger crowds (like your impressive email list), chances are you want to reach a larger audience. To reach thousands in one go you’re going to need some advertising.
Whether you choose to run your ads through tv or radio, by choosing mediums with a high audience you can greatly enhance your exposure.
Stronger Targeting Capabilities
Hopefully, while creating your marketing strategy you’ve taken some time to carve out a strong target audience. This audience is the group you find to be most responsive to your messaging and products. In the very least you should know important demographic information, like their age range, average salary, and location.
Once you’ve created this target audience, you’ll have to find the right mode of outreach to get your message to them. This is where advertising comes in. By simple gaging the interests of your target audience, you can place ads where you know they are likely to see them.
For example, if you find that the same audience you’re targeting also has an interest in golf, then placing an ad in a popular golf magazine would be a smart choice.
Powerful Analytics to Back New Strategies
Advertising trends are constantly evolving, and it can become easy to simply follow the competition. However, what’s “in” isn’t necessarily what will yield the strongest results for your brand.
This is where marketing comes in handy. Marketing utilizes research and analytics to properly steer new strategies. This means enhancing your chances of a strong ROI.
Increase Brand Awareness
You have a laundry list of reasons why your product stands out among the competition, and you want your audience to know about it! Unfortunately, the average person’s attention span is now a mere 8 seconds.
That means you have to deliver as much information to your audience as you can in a short period of time. Advertising uses imagery, text, and even background music to deliver valuable brand information in one short go.
Finding the Perfect Balance
Once you’ve tapped into the perfect balance of advertising and marketing, you’ll find it remarkably easy to tap into your audience and deliver your message seamlessly.
However, it’s important to remember that there’s a learning curve that comes behind finding the right marketing technique. If you’re looking to achieve great results without taking time and energy away from your business, contact us today to see how we can help.