View­point

ArabAd - - CONTENTS - BY: GABY BECHARA CHAMAT CHIEF EX­EC­U­TIVE OF­FI­CER, VEN­TURE COMMUNICATIONS

At first glance, mar­ket­ing and ad­ver­tis­ing seem to be two dif­fer­ent terms to de­scribe the same thing -get­ting a prod­uct or ser­vice sold. De­spite the fact they both con­trib­ute to the same end ob­jec­tive, they are dis­tinct from each other and each has its own process. Un­der­stand­ing the dif­fer­ence be­tween mar­ket­ing and ad­ver­tis­ing will help you stream­line your cus­tomer ac­qui­si­tion strat­egy.

Mar­ket­ing refers to the process of pre­par­ing your prod­uct for the mar­ket­place. It in­volves un­der­stand­ing who your po­ten­tial cus­tomers are and what they want to get from your prod­uct or ser­vice. It is mar­ket­ing that de­fines your brand and at­tracts the mar­ket share you want. Ad­ver­tis­ing on the other hand is the process of mak­ing your prod­uct and ser­vice known to the mar­ket­place. It is es­sen­tially spread­ing the word about what your com­pany has to of­fer. While mar­ket­ing is the way in which you con­vince po­ten­tial buy­ers that you have the right prod­uct for them, ad­ver­tis­ing is how you com­mu­ni­cate to them the prod­uct or ser­vice per­son­al­ity and strength.

Mar­ket­ing is more than ad­ver­tis­ing. It in­volves en­gag­ing new mar­kets and adapt­ing new mar­ket­ing tech­niques fo­cus­ing on di­rect mar­ket­ing and many oth­ers to have it all ready for a proper ad­ver­tis­ing. Mar­ket­ing is plan­ning the pres­ence in the mar­ket and co­or­di­nat­ing in­ter­nally with the sales and the man­age­ment for max­i­mum pres­ence and suc­cess.

Ad­ver­tis­ing is a sin­gle com­po­nent of the mar­ket­ing process. It's the part that in­volves get­ting the word out con­cern­ing your busi­ness, prod­uct, or the ser­vices you are of­fer­ing. It in­volves the process of de­vel­op­ing strate­gies such as ad place­ment, fre­quency, etc. Ad­ver­tis­ing is the largest ex­pense of most mar­ket­ing plans, with pub­lic re­la­tions fol­low­ing in a close sec­ond and mar­ket re­search not fall­ing far be­hind. The best way to dis­tin­guish be­tween ad­ver­tis­ing and mar­ket­ing is to think of mar­ket­ing as a pie, in­side that pie you have slices of ad­ver­tis­ing, me­dia plan­ning, pub­lic re­la­tions, cus­tomer sup­port and sales strat­egy. All of th­ese el­e­ments must not only work in­de­pen­dently but they also must work to­gether to­wards the big­ger goal.

Mar­ket­ing on the other hand, is a process that takes time and can in­volve hours of re­search for a mar­ket­ing plan to be ef­fec­tive and strate­gi­cally fea­si­ble. The mar­ket­ing team of any brand should al­ways be from the client’s side with pro­found ex­pe­ri­ence in the same po­si­tion and industry to lead and co­or­di­nate with the ad­ver­tis­ing agency for ul­ti­mate com­mu­ni­ca­tion, max­i­mum suc­cess and per­for­mance. Many mar­ket­ing de­part­ments are, whether by choice or plan, in­su­lated from other busi­ness func­tions such as sales and cus­tomer sup­port. It's this sep­a­ra­tion that causes a dis­con­nect be­tween a com­pany's in­tended aim of the ac­tual fol­low through.

Syn­ergy rules all suc­cess­ful mar­ket­ing ef­forts - the ob­jec­tives for your ad­ver­tis­ing and mar­ket­ing ini­tia­tives should al­ways lead back to one sin­gu­lar mis­sion. A good mar­ket­ing plan will mir­ror a great com­mu­ni­ca­tion plan that will achieve max­i­mum suc­cess and achieve­ments.

The best way to dis­tin­guish be­tween ad­ver­tis­ing and mar­ket­ing is to think of mar­ket­ing as a pie.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.