Let's say a business is rolling out a brand new product and wants to create a campaign promoting that product to its customer base. This company's channels of choice are Facebook, Instagram, Google, and its company website. It uses all of these spaces to support its various campaigns every quarter and generate leads through those campaigns.
To broadcast its new product launch, it publishes a downloadable product guide to its website, posts a video to Instagram demonstrating its new product, and invests in a series of sponsored search results on Google directing traffic to a new product page on its website.
Now, which of the above decisions were marketing, and which were advertising? (Good Question)
The advertising took place on Instagram and Google. Instagram generally isn't an advertising channel, but when used for branding, you can develop a base of followers that's primed for a gentle product announcement every now and again. Google was definitely used for advertising in this example; the company paid for space on Google -- a program known as pay-per-click (PPC) -- on which to drive traffic to a specific page focused on its product. A classic online ad.
Where did the marketing take place? This was a bit of a trick question, as the marketing was the entire process. By aligning Instagram, Google, and its own website around a customer-focused initiative, the company ran a three-part marketing campaign that identified its audience, created a message for that audience, and delivered it across the industry to maximize its impact.
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So Printing your flyer and distributing it is just advertising, the entire process that entails the kind, amount and quality of flyers to print, the design of the flyer, the strategy to distribute the flyers, the content(designs) in the flyer, the medium of printing and getting the flyer out is known as marketing. This is why you need a Marketing expert in your corner giving you insight of the market, develop flexible, cost effective and highly impactful strategies; provide tangible insight throughout the entire business chain and guide you through to success.
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