What’s the difference between advertising and marketing and why is advertising boring & marketing fun?

Advertising and marketing are often used interchangeably, but they are distinct concepts with different purposes.

o  Advertising is the act of promoting or advertising a product, service, or brand through various media channels to persuade and influence consumers to buy or use it.
o  Marketing encompasses a broader range of activities aimed at understanding, anticipating, and meeting customer needs, ultimately resulting in the sale of a product or service.

o  Advertising focuses primarily on promoting and selling products or services to consumers.

 

 

 

 

 

 

 

 

 

o  Marketing is more focused on understanding and addressing the needs, preferences, and behaviours of customers. This can include advertising but also encompasses other activities like market research, product development, customer service, and sales.

 

 

 

 

 

 

 

 

 

o  Advertising is a subset of marketing that specifically deals with promotional activities and paid communication channels aimed solely at making sales.
o  Marketing encompasses the entire customer journey, from identifying customer needs and building brand awareness to creating, promoting, and delivering products or services that meet those needs.

o  Advertising activities include creating ad copy, designing visuals, selecting media channels, and managing ad campaigns.
o  Marketing activities include market research, customer segmentation, brand development, product design, pricing strategies, distribution management, and most importantly, customer service.

o  The primary objective of advertising is to persuade consumers to make a purchase or take a specific action, such as visiting a website or making a phone call.
o  The objective of marketing is to build and maintain relationships with customers, foster brand loyalty, and ultimately drive sales and business growth over the long term.

So why is advertising boring?

Repetition: Many advertisements are repetitive, with the same messages being pushed over and over again. This can make them predictable and uninteresting.

Lack of originality: A significant portion of advertisements follow similar templates and styles, failing to make them look any different from everyone else.

Targeted towards a broad audience: Advertisers often aim to appeal to the largest possible audience, which can result in generic, bland messaging that fails to resonate with individuals’ interests and preferences.

Invasive and interruptive: Traditional advertising methods, such as TV commercials, billboard ads and pop-ups, can feel intrusive and disruptive leading to a lack of interest.

Failure to address real problems: Advertisements often focus on selling products rather than  on what customers want or providing solutions to problems.

Superficiality: Many advertisements prioritize aesthetics and glitz over substance, leading to an appearance-focused message that may feel superficial and just salesy.

Lack of personal connection: Advertisements often depict idealized situations or people, creating a disconnect between the advertisement and the viewer’s own life, making it difficult to relate and engage with the customer.

However, there are exceptions to these rules, and some advertisements can be innovative, engaging, and memorable. The key is to create advertising that resonates with the target audience, provides value, and stands out from the mass of generic, repetitive messaging.

And why is marketing fun?

Creativity: Marketing often involves developing innovative ideas, campaigns, and strategies that can be both challenging and enjoyable, especially when working with a creative team.

Problem-solving: Marketers need to identify and address their target audience’s needs, which requires critical thinking and problem-solving skills – activities that can be mentally stimulating and rewarding.

Challenging yourself: Marketing campaigns can be highly competitive, and achieving success can provide a sense of accomplishment and satisfaction.

Constant learning: The field of marketing is constantly evolving, with new technologies, platforms, and consumer behaviors emerging regularly. This can make the work exciting and provide opportunities for continuous learning and growth.

Collaboration: Marketing often involves working with cross-functional teams, including designers, developers, and content creators, which can lead to fun and engaging team dynamics.

Experimentation: Marketers can test various approaches and strategies, learn from their successes and failures, and continuously refine their efforts – a process that can be both challenging and enjoyable.

Creative expression: Marketing provides a platform for expressing ideas, stories, and messages in unique and engaging ways, allowing individuals to showcase their creative talents.

Sense of purpose: Effective marketing can have a positive impact on both businesses and consumers, making the work feel fulfilling and worthwhile.

So to summarise …
Your website is your advertising designed to display and sell your products.
Your landing pages are your marketing aimed at attracting customers.  

Cliff Chapman
Traveljunkies – Adventure Travel Directory
#tjfreeads