What Is Marketing & Advertising?
Let’s face it, to the average business person, marketing equals advertising. Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it. Marketing, to many people, is simply selling at a larger scale.
But that’s not the full picture and many businesses go wrong by believing marketing is only advertising.
Marketing is the art and science of putting your potential and existing customers at the centre of your business. Why do that? When we think customer first a world of possibilities arise. Better still the more we understand our customers the more we can give them what they want, and get back what we want:
More sales, more often, from more people
Advertising is the outward facing implementation of a marketing strategy, it’s the bit most people recognise and what brands are famous for. Great advertising can transform a business in to a brand: it all starts with your potential customers.
The 3 M's of Marketing
Consider three parts:
Medium – which is the most effective media to reach and speak to your ideal customer?
Market – who is your ideal customer, who are your competitors, and what makes your product/service different?
Message – what is the compelling reason why a customer would choose your business over your competitors and how do you convince that customer to part with their money?
Avoid This Mistake
Most businesses start with the medium:
"I want to do ads on Facebook" "I want to run a social media campaign" "How do I use GoogleAds?" "Can I do a local radio campaign?"
Smart businesses (and all of the big brands) start with the Market and build their marketing plan from there.