In our
industry, the terms advertising and marketing are routinely viewed as one in
the same—and with the growth of non-traditional media, social media and the
digital landscape, the lines are increasingly blurred. While advertising and
marketing are both important to long-term business success, they are different
components of a tactical communication plan. When you understand the differences, you’ll
be better prepared to allocate funds and establish a strategy for business
growth.
It’s easy to
see how advertising and marketing are commonly confused, since they both play a
role in generating brand awareness and driving sales. So, what’s the
difference?
Think of it
this way.
Marketing is the big picture that includes
how your company differentiates itself, builds relationships, and promotes/sells/distributes
services and products.
Your
marketing plan may include a number of different components such as:
· Logos
· Websites
· Packaging & displays
· Trade shows
· Press releases & publicity events
· Door-to-door & personal sales
Advertising is just one facet of this
marketing process.
Here’s where
it gets dicey. Whether you’re a startup or well-established business, it’s tough
to determine how much money you should spend on marketing and advertising. Advertising tends to be one of the most
expensive ways to market your business. While print ads, pay-per-click
campaigns and
radio/TV commercials could yield worthwhile returns, there may be more
affordable ways to achieve your marketing goals. Email marketing, networking,
social media and publicity are inexpensive—and can go a long way to spreading
the word about our business.
One of the
best things about working with GDS? We’re not advertising salespeople—and we
never try to sell you what you don’t need. Instead, we are marketing masters: working
with you to develop holistic communication tactics for your business. Tailoring
full-service marketing solutions to your budget and business objectives, we
develop short- and long-term strategies that guide your advertising decisions. Then, we evaluate your
marketing strategy at regular intervals to adjust to the changing market
climate—because what works today may not be the best solution for
tomorrow.
To learn
more about developing a comprehensive marketing strategy for your business, contact a GDS team member today. Already have a
marketing plan in place? We can help you create impactful advertising, websites
and social media platforms while keeping your image consistent across
all media. Give us a ring and get started today.
