There is a nuanced difference between advertising and marketing. Understanding this difference is key to building a successful marketing strategy for your small business. It's easy to get advertising and marketing confused, especially as a small business owner juggling all areas of your business. Understanding what differentiates marketing from advertising is crucial for setting the right strategies in place to effectively grow your business and audience.
Promotion of your business all falls under the marketing umbrella. Advertising is a subset of marketing. The components of a marketing strategy include public relations, market research, newsletters, social media marketing and community, to name a few.
Advertising is the part of a marketing plan you're the most likely to see every day. Let's say you're on Facebook checking out your friend's wedding photos and you notice something in your newsfeed with a "sponsored" tag. That's advertising (and likely part of a wider social media marketing strategy). Billboards are advertising, too.
In contrast, marketing includes all the impressions your audience and target market get about your business based on external forces. Advertising certainly plays a role in that impression, but it's not the only factor.
"A jewelry store invites their top 10 customers from the past 12 months to a special in-store event showcasing a new line of products from one of their leading suppliers. That … is marketing," said John Robinson, business mechanic at Purple Monkey Garage. "In short, advertising is the exposure of your brand, and marketing is providing your target audience with the experience of your product or service."
What is marketing? Although marketing encompasses a wide variety of business practices and goals, one simple definition from Merriam-Webster describes marketing as "the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc." In short, marketing spans a series of actions that vastly improve the chances that your business reaches its target market and audience.
Types of marketing If the dictionary definition of "marketing" seems too broad, you may better understand what marketing comprises after familiarizing yourself with these common types of marketing:
Types of advertising Among the many types of advertising are:
Advertising and marketing channel ideas After you have your marketing communication plan in place, you're able to make informed decisions about which areas of advertising vs. marketing you'll do best to explore further.
Advertising channel ideas
Business News Daily Contributing Writer