Blog

1. PURPOSE & TECHNIQUE

PURPOSES

While marketing and advertising share the ultimate goal of boosting sales and profitability, they tend to deviate in the ways they accomplish this.

Here is a breakdown of the purpose and goals of marketing vs advertising:

Marketing

Lead generation.
New customer acquisition.
Customer retention.
Maintaining consistent branding. Managing and creating upsell and cross-sell opportunities.
Product development. Tracking the results of all marketing initiatives as a whole

Advertising

Building brand awareness. Boosting brand recognition. Attracting first-time buyers to purchaseInforming or reminding customers about the existence of your brand.
Compelling customers to purchase through ads Increasing brand loyalty

Keeping the brand’s image strong. Establishing the business as the top-of-mind option among others in the market.
Motivating existing customers to make repeat purchases.

3. TECHNIQUES USED

Because marketing and advertising have different goals, it comes as no surprise that they use different techniques to meet said goals.

Marketing

Inbound marketing:

Using organic strategies to attract your customers to your business.

Here’s an example of an inbound marketing blog post on the Outbrain blog – it educates affiliate marketers about the best affiliate programs and draws them to Outbrain’s site at the same time. Content marketing: Content marketing uses all types of content – landing pages, blogs, social posts, YouTube videos, and more – to attract audiences online and generate interest in a business or brand.

Search engine optimization:

By getting your business ranked higher on Google, you gain visibility and draw traffic to your website.Email marketing: Your business can stay in touch with customers through email campaigns, newsletters, and promotions.

Affiliate marketing:

By partnering with the right affiliates who can reach more customers, you can leverage other trusted people to market your brand for you in exchange for a commission.

Advertising

Traditional advertising, e.g. print, TV, or radioRetail advertising, e.g. shelf marketing and in-store promotional material.

Digital advertising, e.g. social media ads, video marketing, content syndication, guest posting, etc.

Native advertising, promoting ads that match the look and feel of the webpage where they appear. This makes the ad less intrusive to the viewer, so they are more likely to engage with it. Billboard ads , Mobile ads in apps