I have to agree with Seth Godin who said here that ‘advertising and marketing are no longer the same thing’.
But I would add that you can’t have one without the other.
I’m not really smart enough to know if they ever were the same thing, but I’m pretty sure they are not now.
Marketing is the story of your business and should begin long before you select one (or many) advertising channels.
And it should continue long after you have been advertising.
Your marketing is the story of your brand and how it relates to the story of your prospects and customers.
It is through your marketing that you are able to convince others to do business with you.
How do you do that – other than exceptional service and products that create word-of-mouth excitement and ‘the network effect’?
With advertising, of course.
Using whatever channel works best for YOU.
Your advertising should work to get people to raise their hand and say ‘YES, I’m interested in learning more about your story and how it can help me’.
And your marketing works to get them in your door and keep them there.
It’s also important to note that marketing and advertising are a part of each other.
Your marketing plan is certainly a key part of your advertising choices – who are we wanting to attract, how will we do that, etc.
And your advertising is an equally big part of your marketing plan – where, how often, etc.
But just because you are doing one doesn’t mean you are doing the other.