August 30, 2017

I advertise. That’s marketing isn’t it?

The advent of advertising as we know it has only been with us since the early 40’s and 50’s, with the 60’s seeing it start to come to grips with what it was doing and the methods that could be used to influence or convert consumers through the use of mass media. It has been so effective (Advertising) that it has become the standardised form of communication with the consumer.

We are being sold the benefits of marketing, sorry advertising, by every ad agency, newspaper, magazine, TV-radio station and real estate agent around. The basic benefit promoted is that people will come and buy stuff after seeing your advert (Ref- Design, investment or waste of money). But is that marketing, or the servant of marketing?

Advertising is normally a one-way conversation where you never hear the answer. That is why it’s so hard to measure, the only time you hear the answer is when the till rings. But how do you know which part of the conversation was understood?

And here lies the fundamental difference between marketing and advertising… One definition of marketing is, the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. This is clearly not just an advert in the paper, but a far more expansive objective that requires planning, timing and a commitment to working with the consumer to build a sustainable relationship to the benefit of both parties.

Marketing has only one objective, understand and secure a relationship with the consumer in a sustainable manner. Advertising is only one of the methods used to secure that relationship. So you tell me, are you marketing or just selling stuff?