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Marketing 103

Understanding Marketing & Advertising

· Better Solutions,Entrepreneurship,Digital Marketing,Consulting,Monrovia

If you are just joining us, you may have to read the previous articles ( Marketing 101 & 102) to fully understand this episode.

For those who may not know, there is popular saying in Liberia, "Kukujumuku - if you are not inside, you will not know" this can be said for business owners and entrepreneurs in the context of marketing. In the course of my daily work, I have to be patient to always explain what marketing is and how advertisement plays a role in marketing to my clients so that they can be on the same page with me and have their expectation right. Experienced Marketing Professionals can attest to the struggle they bare just to explain how advertisement work and how a full marketing plan makes more business sense over a period of time than just advertisement. Marketing goes beyond Advertisement.. If marketing is a wheel, advertising is one spoke of that wheel.

Marketing entails product development, market research, product distribution, sales strategy, public relations, and customer support.

Marketing is necessary in all stages of a business's selling journey, and it can use numerous platforms, social media channels, and teams within their organization to identify their audience, communicate to it, amplify its voice, and build brand loyalty over time.

On the other hand, advertising is just one component of marketing. It's a strategic effort, usually paid for, to spread awareness of a product or service as a part of the more holistic goals outlined above. Put simply, it's not the only method used by marketers to sell a product.

Here's an example (keep reading, there's a quiz at the end of it) ...

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.

 

Incase you are marketing professional or interested in improving your marketing competencies & skills or gain insights on how you can improve your marketing for more impact in your business? Signup for our Online Marketing Masterclass coming up Saturday 25th, May 2019.

 

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.
You deserve the best. write us to recommend that Marketing Expert that will take you to the next level.

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.

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.
You deserve the best. write us to recommend that Marketing Expert that will take you to the next level.

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