Marketing and Advertising – Just How Different Are They?September 5th 2013 Sally Ormond how to market, what marketing means, why marketing and advertising are different
This post first appeared on our sister blog, Freelance Copywriter’s Blog – but we wanted to share it with you too.
If you think marketing and advertising are one and the same, there’s a pretty good chance your marketing efforts are being less than successful.
If you cast your mind back to the bad old days, companies would advertise to you left right and centre. You would be bombarded by less than subtle sales messages wherever you went.
Our TVs, magazines, newspapers and mailboxes were full of ‘buy from us now’ messages desperate to grab your hard earned cash.
But the landscape looks very different these days, with businesses moving away from advertising and towards marketing.
Nope, still don’t get it
In that case, you’re probably a business that has dabbled in social media, blogging, article and video marketing only to decide that it doesn’t work for you.
Well, the reason it’s not working is probably because you’re still advertising rather than marketing.
Let me explain.
If you’re advertising, you’re effectively shouting at your customers ‘buy now’ with little regard for what they actually want.
Perhaps that approach used to work for you, but today’s consumers want more than that, they want to be appreciated, wooed and persuaded.
The subtle art of marketing
Today’s marketing channels are social media, video and article marketing and blogging. Each of these disciplines offers the consumer engagement, information, and advice – effectively something for nothing. Or at least that is how it appears.
You see, people now want to feel as though you, as a company, value them and their business. They don’t just want you to come along, take their money and then head off into the night.
Today, you must engage with them, talk to them, offer them great information, be responsive to their questions and generally take in interested in what they want. And that’s why you must market and not advertise to them.
You see, marketing is all about getting to know your customer and being interested in what they really want, their likes and dislikes and being prepared to chat with them to build relationships.
Think carefully about them and how your product or service will benefit them and then show them.
The days of the blatant advertising are numbered; today your consumers want more. Talk to them, engagement with them and give them something for nothing. As you do so something magical happens, they begin to trust you and that trust will be manifested in the form of their credit card.
Market to your customers and they’ll be customers for life.