A retail businessman is pictured behind a glass window of his establishment. He is looking out the window and has a slight smile.
The primary goal of marketing is to create and deliver value for your target audience, whereas advertising is the medium through which your message is promoted. — Getty Images/FG Trade

Marketing and advertising share some similarities, but they have different goals and objectives. Marketing builds brand awareness and offers a perceived value, while advertising promotes a product or service. Learn how marketing and advertising work, how they differ, and how to use both strategies in your business.

[Read more: 7 Marketing Trends Every Small Business Needs to Know About in 2024]

What is advertising?

Advertising involves paying to promote a product or service to reach individuals who are the most likely to use it. Advertising focuses on acquiring customers and driving sales. Traditionally, businesses advertised on billboards, TV, and in mailers and magazines. Today, a lot of advertising occurs online through social media, websites, search engines, and emails.

An ad includes a message that's tailored to a specific target audience. Besides generating sales, advertising makes it possible for a business to differentiate itself from its competitors and gather valuable data about its audience.

[Read more: Why Brands Are Investing in Digital Out-of-Home Advertising to Drive Business]

Every business must develop a personalized strategy that integrates marketing and advertising to achieve its goals.

What is marketing?

Marketing refers to activities a company undertakes to attract its target audience to its products or services and deliver value to those consumers. Most companies do this by creating high-quality content that provides a compelling benefit to their audience.

Effective marketing entails deeply understanding your audience and what they're looking for. When you understand your consumers' wants and needs, you can demonstrate the value your product or service provides in the places where your audience spends most of their time. Some of the primary types of marketing include the following:

  • Social media marketing: Businesses market to their customers using social media channels like Facebook, Instagram, X (formerly Twitter), or LinkedIn.
  • Content marketing: Businesses create informative blog posts to rank higher in search engines and attract their ideal clients to their websites.
  • Video marketing: Video marketing involves creating and publishing informative videos for your target audience.
  • Email marketing: Businesses market to their target customers through weekly newsletters and promotional emails.

[Read more: What Are Marketing Personas?]

Differences between advertising and marketing

Although there are some similarities between advertising and marketing, they aren't the same thing. Both involve different goals, responsibilities, and techniques. Here are some of the main differences between the two:

  • Goals: The primary goal of marketing is to create and deliver value for the target audience. Businesses can bring in new sales and create long-term customers by providing value. Advertising strives to persuade consumers to take a specific action, mainly to buy a product or service.
  • Activities: Marketing involves a wide range of activities, including market research, product development, developing pricing systems, and tracking the return on investment (ROI). Advertising involves pitching ad strategies, creating ad copy, and tracking and monitoring the performance of campaigns.
  • Channels: Marketing and advertising use different methods to reach their respective goals. Marketing can employ a variety of efforts, like blog posts, social media posts, and search engine optimization (SEO), to attract more customers to the business and provide an incentive (e.g., information, a free trial, etc.) to the consumer. Advertising traditionally focuses on paid ads, like digital advertising, native ads, and print advertising, to persuade consumers to buy.
  • Success: Marketers measure success through key performance indicators like sales revenue, ROI, conversion rates, and brand awareness. Advertising measures success based on ROI, cost per acquisition, engagement metrics, and return on ad spend.

How to integrate advertising and marketing

Every business must develop a personalized strategy that integrates marketing and advertising to achieve its goals. For instance, advertising can't exist without a high-level marketing strategy that outlines critical elements like brand positioning and defines the target audience.

To formulate an effective, integrated strategy, assess your marketing and advertising goals. Are they aligned with your overarching business goals? Is your messaging and branding consistent across all of your marketing and advertising channels?

Create integrated campaigns that leverage multiple mediums. For example, campaigns can include a mix of social media advertising, email marketing, and content marketing supplemented with print, radio, or TV advertisements. Use data to measure the impact of these campaigns and total ROI.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

Applications are open for the CO—100! Now is your chance to join an exclusive group of outstanding small businesses. Share your story with us — apply today.

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.

Brought to you by
Dedicated to turning our advantage into yours.
Unmatched 5G network : Get work done where your business happens with the speed, bandwidth, and reliability your business needs.
Learn More
Published