In our very media-driven culture, marketing is often confused with advertising. Many companies think they don’t do much marketing because they don’t publish any ads or have many glossy brochures sitting on their shelves.
An honest CEO of a small company asked me what the difference was between the two. For some reason, unrelated to him, a military example came to my mind. I explained that a CEO does marketing like a General plans for the war, decides what battles to take, which troups to send to these battles, where he would attack the ennemy and when he would claim victory or retreat, maybe even what artillery he would use. The kind of ammunitions the soldiers would use, and the frequency of the shots, that is advertising.
In more literal words, marketing is any plan and decision that defines how the company is going to operate based on its understanding of the market, from the markets where the company is going to play, the customers it’s going to serve, why and how, the depth or width of product range it will offer, the way it will communicate to the customers, etc..Advertising is the tactical part (even when it is strategically planned): what we say at a given time, to create a purchase decision by the customer down the line.
The CEO whom I was talking to had made a very important marketing decision without calling it such. He had focused all his efforts to a certain group of customers, turning down others. By doing so, he created such a reputation and an ability to serve them better that he used very little advertising to grow. ©2009, Gerard Migeon Inc., Signal, www.signalarity.com
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The content you have provided is pretty interesting and useful and I will surely take note of the point you have made in the blog.
ReplyDeleteWhile I was browsing the Internet for ways to boost my website exposure, I read about how effective offline media is for getting additional exposure. Since online media advertising has become so competitive, I thought I will complement the online marketing efforts of my products with offline media advertising like newspaper and magazine advertising. This can be the best way to get a wider coverage for a website and draw additional traffic. I think it is a great marketing strategy to use both online and offline advertising to get more customers.
I thought this information might be useful for anyone looking for solutions to get me-ore traffic to their website.
Good points. Off line media is not dead and that's why you see some giant websites like Godaddy or Monster.com advertising on TV. It takes work to break through the clutter and make sure you have a clear positioning and targeted communication.
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