Are You Marketing or Advertising?

by Samir Balwani on February 2, 2010 · View Comments

Lately, I’ve been thinking about how social media has been a part of our overall marketing program. I started to realize that our definition of marketing and advertising is slowly evolving.

In my mind advertising was the driving force of a marketing campaign. The idea was to create something interesting and broadcast it with advertising.

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Advertising was more important than the actual campaign. If you spent enough money and as long as it was marginally interesting, you could be successful.

Nowadays, there’s seems to be a tip in the scales. Marketing is becoming more important and is being supported by advertising.

No longer can you just spend money to be successful. Your campaign needs to be interesting, exciting, and buzz worthy. Without being unique, the campaign doesn’t spread itself.

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I’d love to know what you think. Do you define marketing and advertising as I have? Do you think that marketing is becoming more important than advertising? Leave a comment with your thoughts.

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David Reich February 2, 2010 at 10:52 am

I agree, Samir. Consumers today are much less willing to be interrupted, so traditional advertising is taking a back seat to more innovative marketing strategies. If you want people’s attention, you need to capture it — by engaging with them, being interesting and sharing value. Basically, either help people out or make them laugh, or they probably won’t care what you have to say.

David Reich
SixEstate Communications
http://SixEstate.com

Samir Balwani February 9, 2010 at 1:30 pm

I think it comes down to exactly that. It’s the idea of interruption marketing versus marketing the works harmonious with what I do. Don’t disturb me, but sell to me – that’s the holy grail of marketing.

Kathleen Gage February 7, 2010 at 1:11 am

Great article. Advertising is an aspect of marketing. It is not marketing in and of itself.

There are many pieces to the marketing puzzle. With the onset of social networks, marketing has taken on a completely new flavor. It is more about relationship marketing than ever before.

Michaleen February 7, 2010 at 8:24 pm

Completely agree with your post. Marketing is key to communicating a brand … and in today’s world … social media is the key to marketing! http://bit.ly/bXzNKx

Samir Balwani February 9, 2010 at 1:30 pm

Thanks for the comment! I really like your idea of “Brand Loyalty” and the importance of:

“But what is the one outstanding benefit of engaging in social media that provides a long-term sustainable difference and ultimately leads you down the road of ongoing prosperity? In my opinion it is one thing—Brand Loyalty.”

Mandy March 9, 2010 at 3:10 pm

I completely agree! In my mind it is even farer : Advertising is only a tool of marketing.
Meaning it is possible to practice marketing without advertising, but the contrary is not applicable. To design an ad campaign it is mandatory to create it as part of a marketing strategy and plan: analysis, objectives, timing, budget, actions…

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