Marketing is the process by which organizations interact with customers and convince them to make a purchase or at least visit a particular website. Marketer think of marketing in two ways: direct and indirect. Direct marketing refers to acts that a business undertakes in order to advertise the sale or purchasing of a specific good, commodity, or service. Indirect marketing refers to the manner by which a business develops a reputation in the marketplace for offering goods or services.
The most common marketing strategy is to advertise in newspapers, magazines, and other print media. However, this sort of marketing tends to generate very little traffic. Many businesses choose to pay for display advertisements in high-traffic locations like shopping malls, subways, airports, and others. Another option is to display advertisements on billboards and other public displays. For those who are selling physical products, marketers can post ads on stores, newspapers, and billboards. The last form of marketing is to hire professional marketing agencies that specialize in creating awareness of a business.
So what is the difference between marketing and advertising? Advertising aims to inform the audience about a business; marketing focuses to create interest and enthusiasm so that consumers will visit or spend money with a certain business. If we look closely, there is actually no clear-cut distinction between marketing and advertising. Both of them are used to get the attention of customers. However, it is marketing that provides the necessary information, the communication, and the motivation that persuade a consumer to make a buying decision.
In advertising, a marketer communicates his message to a specific target audience. His message may be an advertisement, a commercial, a newsletter, or a sales letter. The marketer seeks to explain his product or service to the targeted audience. Marketing, on the other hand, focuses on the identification and the attraction of the target audience to the advertised product or service. This form of communicating is conative. It is intended to persuade consumers to respond to a message.
So, how is the relationship between marketing and advertising different? First, conative communication tends to be more persuasive than creative advertising, which relies more on the identification of the audience. The second difference is that marketing relies more on the identification of the product or service with a specific set of features or attributes. Advertising, on the other hand, tends to relate to the product or service to a specific group of consumers. The third difference refers to the fact that marketing tends to build the brand image or reputation of the company, whereas advertising tends to produce a response from the general public.
There are several common types of marketing strategies that are used by companies around the world. These include print, electronic media, and digital marketing. Print marketing is usually used to advertise products and services. Electronic media includes the mailing of advertisements as well as television and radio advertising. Digital marketing refers to the use of various technologies to reach a target audience.
Marketers conduct market research in order to identify the target audience. The target audience may be students, professionals, families, the elderly, men, and women, and many more. The research is conducted through various channels and includes focus groups as well as surveys. The results of the research are then used to design the advertisement campaigns.
Online marketing consists of search engine marketing, web 2.0 marketing, and social media marketing. Search engine marketing is an advertising strategy that enables advertisers to reach their potential customers. The target market is reached through the increase in traffic on popular search engines such as Google, Yahoo, and Bing. Web 2.0 marketing refers to creating a more personal connection between the business and the consumer. Social media marketing is an online marketing technique that enables business owners to promote their businesses via social media sites such as Facebook, Twitter, and MySpace. In general, the more interesting, current, and credible the business is, the more likely consumers will trust and feel comfortable about buying their products and services.