Marketing vs Advertising: Why success depends on knowing the difference

Have you ever noticed that our business community uses the term “advertising” and “marketing” in the same way? We have. And it’s actually been a real challenge trying to navigate client mindsets to explain the difference.

The challenge becomes even harder to overcome when we throw Social Media in there. We’re then forced to pull apart the pieces to this advertising, marketing and social media confusion – and it’s not fun.

We get it. We understand how easy it is to confuse marketing and advertising. Especially if you’re not a marketer making it in this world, but you’re an owner, professional or specialist in your own field. You’d think it’s as simple as posting or broadcasting your sales or products on Facebook or buying a radio slot on your local station, right? 

Well, what if we told you there’s more to it than meets the eye? Would you believe us? 

How many times have you said “Ah trying this social media ting, but that ain’t working nah!” We’ve been there before – when we started our own company and worked with clients who felt the same. Let’s see how we can help, by starting with marketing and advertising differences.

What’s the actual difference between marketing and advertising?

Ok, let’s hold our hands up here. We’re not the first ones to write about this and we won’t be the last. That’s the simple truth. And you’ve googled “marketing” or “advertising for social media” before (at least we hope). And while you’ve come across corporations and agencies large and small talking about the same things, we’d like to paint the picture in a more local way.

In our local context, there are many businesses that still use traditional forms of marketing or advertising (like radio or television) to share their message and mantra. 

But advertising and marketing in today’s world can no longer be used the same, or even seen as the same. Here’s why…

Marketing is the “act of producing information that broadcasts a product or service, researching your customers, and promoting your business or brand.” Yes, we made sure to get a good definition – one that’s simpler to grasp. It’s also one that we think represents what marketing is at its core today. And in this case, marketing can be done using both paid and unpaid means of communication or promotion.

Advertising, on the other hand, is the “act of broadcasting information on specific products and services that you are wanting to promote or sell.” Advertising is usually done using paid marketing options and it generally functions as a part of the overarching marketing plan. Talk about closely related, right?

Marketing is an all-encompassing way to reach the people you need to reach most, whether it is to sell a product, talk about your brand, share your thoughts, stir your community – whatever your company wants.

Advertising is a focused approach to get your people buying THAT specific product you want off your shelf (to get money of course). 

So how do they both work when it comes to Social Media?

Well, Social Media is and has been the pillar of communication for friends and businesses everywhere. Facebook, Instagram and LinkedIn help us all share ideas, broadcast products and share our voices online. But there’s definitely a difference between social media marketing and social media advertising. But to illustrate, we’d love to share a simple story.

Imagine you’re an owner or a marketing manager of an adventure company offering 3 different waterfall excursions: one to Rincon Falls, another to Avocat Falls and a third to Argyle Falls in Tobago.

Rincon Falls is located deep within the northern range. This waterfall is perfect for the adventure seeker wanting an energizing hike through dense forests –  a lush day of adrenaline-pumping trails.

Avocat Falls is for the passive hiker. You know, the ones who want to make a morning trip to swim, relax and hear the rush of the water as it calmly soothes your mind. Nestled in the northern range, this waterfall is easily accessible by car and takes 20 minutes to get there.

Argyle Falls, for Trinidadians, is a bit of a trip away. It’s for the vacation seeker who not only wants a nature hike but time away from the office, close enough to beaches too. Located on the neighbouring island of Tobago, it’s a full day (or weekend) trip. Think airline tickets and guided tours to the waterfall.

Each of these 3 excursions targets a different type of customer.

If you’re looking to “market your business” and these offerings, your approach would be different from advertising your services. You’d share information about hiking experiences, awesome places to visit and how to prepare for short or long hikes. You’d talk about your brand and the experiences you help create, along with some awesome research of hidden gems to stir the mind and the motive. You’d approach your social media marketing strategy with content that helps your audience get a better idea of hiking as an activity in general.

If you’d prefer to advertise your business, you’d aim to fulfil the need for your business to sell your specific offerings to people. How would this work? You’d share your specific packages, the costs, the benefits of why you should visit Rincon Falls, Avocat Falls or Argyle Falls with your company. You would have a more specific approach to advertising versus marketing, especially on social media.

Is it more effective to market or advertise?

We can’t pretend to tell you what to do or how to do it. Why? Because context is everything. To know whether advertising or marketing is the right approach depends on different factors. 

Are you wanting a short boost in sales and cash? Are you looking to improve your authority in your industry? Are you looking to communicate and engage with your community? Do you have products you’re looking to get out the door? These questions are simply the initial questions to help you figure out the best approach. 

But, we’re always here to help. If you’re looking to flesh out some answers to those questions and more, <get in touch with us>(link to message box or contact form). We enjoy talking business and talking solutions. 

How to know when to market or advertise?

As owners, knowing when to market or advertise is important to your business and brand growth. Choosing between them both is best seen after analyzing the purpose.

While you should always have a marketing plan, whether you advertise or not would determine the specific offer you have at that time.

Are you promoting a specific offer? Are you selling a specific package or service?

If the answer is yes, you would want to focus specifically on advertising. Keep in mind that you could also market around the specific offer or package?

Marketing, as a term and strategy, focuses on the impact and influence of your brand and business within the community. Advertising makes up a part of that marketing strategy as it focuses on the specific products you sell.

If you’re an owner who uses marketing and advertising interchangeably, we hope this helps you understand the differences between the two, and how to approach them using social media.