Digital Communication


Digital Communication

What is the difference between marketing and advertising?


Advertising is the targeted distribution of messages through paid advertisements in different media to promote a product or service. Marketing encompasses a broader range of strategies and activities aimed at satisfying customer needs and wants and building lasting connections. Advertising is one of the various marketing activities.

What is marketing?

The term Marketing encompasses different areas, processes and activities which aim to promote and sell services and products. The marketing process begins with market research, which forms the basis for developing a marketing strategy. A marketing strategy is subject to four principles, the four Ps of marketing:

  • Product : the product or service offered must be designed to meet the needs and wishes of the target group.

  • Price : the price of the product or service must be set so as to be affordable for the target group while generating sufficient profit.

  • Placement : the place where the product or service is offered must be easily accessible and marketable for the target group.

  • Promotion : how to promote the product or service in order to attract the attention of the target group.

The objectives of marketing can be diverse and consist, for example, of increase turnover, increase brand awareness or build customer loyalty. Marketing is an essential component of the success of a business or brand and helps to understand and respond to customer needs and wants.

What is advertising?

Advertising is a important area of ​​marketing which aims to attract the attention of potential customers to a brand, product or service in order to encourage them to purchase or use it. Advertising is defined by the fact that it must be paidas is the case for radio and television advertising, posters on rented premises, advertising banners on the Internet or campaigns in social networks.

Advertising allows you to convey at a given moment a targeted message on a brand, product or service to a target group. Content may vary depending on target group, media and purpose. Advertising can in particular be informative, entertaining or emotional in order to attract attention and arouse the interest of the target group.

The differences between marketing and advertising

Marketing consists of different strategies and activities which are grouped under this term. Advertising is one such marketing activity and is part of a marketing strategy. She is a product of the marketing process, or the result that the outside world sees. This is why the terms advertising and marketing are often used, incorrectly, as synonyms.

While advertising is more of a short-term marketing activity, marketing is about understanding customers and developing a long-term strategy to increase their satisfaction and loyalty.

What are the different types of marketing?

There are many types of marketing. In principle, we can distinguish between traditional marketing vs. online marketing. Both forms can be combined in a marketing mix. In addition, the different marketing strategies are distinguished from each other by their objectives, target groups, strategies and the platforms or media used. Some of the most common types of marketing include:

  • Digital marketing includes all marketing activities carried out via digital channels and technologies, e.g. search engine marketing (SEM), newsletter marketing, Content Marketing or Social-Media-Marketing.
  • Content Marketing is a form of digital marketing which consists of creating and distributing quality informative content in order to attract a target group to a website, to retain them and to convince them of the interest of a company or brand .
  • Social media marketing is a variation of digital marketing that takes place on social media platforms. This type of marketing is mainly used by E-commerce companies.
  • Influencer Marketing also takes place in social networks. Influencers relevant to a brand or company are identified and integrated into the marketing and communication strategy.
  • Inbound marketing does not directly address potential customers, but draws their attention to a brand or company through value-added content. To do this, customers must already be looking for certain products.
  • Outbound marketing describes a marketing strategy in which a company sends advertising messages to its customers through various channels without the customers having expressed a purchasing interest.
  • Multichannel Marketing uses different channels, for example emails, social media, search engine marketing or print media, to reach a wider target group.
  • Omnichannel Marketing uses digital, analog and physical channels to interact with customers. Unlike multi-channel marketing, the different areas interpenetrate seamlessly.
  • Word-of-mouth marketing is the recommendation of products or services from customer to customer. This includes not only oral recommendations, but also recommendations via digital channels.
  • Viral marketing works, like Word of Mouth Marketing, according to the principle of word of mouth, which should make it possible to achieve a large reach as quickly as possible. The user does not perceive this marketing strategy as a classic advertisement, he shares it and thus contributes to its rapid diffusion.
  • Guerrilla Marketing relies on unconventional and inexpensive tactics, such as street art, viral campaigns, flash mobs or publicity stunts, and is often used by small businesses with a limited marketing budget.
  • Experiential Marketing aims to create unique and unforgettable experiences in the form of events and interactive actions for customers. The goals are a positive brand perception and a long-term connection with a brand or company.
  • Performance marketing is a data-driven marketing strategy and focuses on measurable reactions or transactions such as clicks, leads, sales or other conversions. The goal is to achieve a positive return on investment (ROI).
  • Affinity Marketing is aimed at a target group that shares a common interest. It’s about creating a link between a brand and its target group by appealing to common interests, values ​​or beliefs.
  • Gendered marketing assumes that men and women have different preferences, needs and behaviors when it comes to consumer goods. This is why in this marketing strategy, products, services or advertising campaigns are specifically tailored to a given gender.
  • Green Marketing is the promotion of products or services on the basis of their sustainability. The aim is to attract consumers who are concerned about the impact of their purchases on the environment.

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What are the different types of advertising?

There are many types of advertising. These can be divided into two categories: traditional advertising and digital advertising. In the case of the traditional version, it is an advertisement that is shown or broadcast in a specific place so that many people can see or hear it. These include, among others:

  • Radio advertising
  • TV advertising
  • Print advertising (posters, magazines and other printed media)
  • Facade advertising
  • Promotional gifts

Digital advertising, on the other hand, includes all forms of advertising delivered via digital channels. This includes, among other things:

  • Search engine advertisingalso called SEA, is a form of digital advertising which consists of placing ads in search engine results.
  • Banneralso called Display Marketingincludes all measures that use graphic online advertising means, for example banners, videos or animations.
  • Native advertising is an advertisement that appears both online and offline, in print media. These are announcements in the form of infomercialwhich cannot be distinguished from editorial content.
  • Pay-per-click advertising is a form of online advertising in which advertisers pay for each click on their ads. For example, PPC ads are displayed on search engines or social media platforms.

In addition to mass advertising, there are also advertising strategies that attempt to address customers in a more targeted and personal way. These measures of direct advertising may for example be the following: letters or emails, advertising tracking on websites using cookies, advertising calls, SMS marketing, product tests, home visits. One of the challenges is that those contacted must have given prior consent to the use of their data or the evaluation of their online activities.

How to plan an advertising and marketing campaign?

A successful advertising and marketing campaign requires careful planning. To do this, a few fundamental steps should be taken into account:

  1. Define goalswhich you want to achieve with your campaign, for example increasing brand awareness, increasing turnover or developing customer relationships.
  2. Define the target group and determine their needs and interests. This allows you to create content tailored to your target group.
  3. The marketing budget is fixedto be able to use it as efficiently as possible.
  4. Develop a marketing planin which all the activities necessary to achieve your goal are listed.
  5. Search for competitors : how does the competition advertise, what can you do better?
  6. Implementation of the marketing campaign. You need to constantly monitor relevant KPIs, so you can adapt your campaign if necessary.
  7. Measure results, optimize and repeat your campaign if necessary in order to obtain the best possible results.

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