Many people are convinced that advertising and marketing are synonymous with each other but in reality there is nothing more wrong as these are two completely different concepts. So let’s try to understand how they differ.
First of all it must be said that advertising is a process that is part of marketing, but it is, so to speak, only the tip of the Iceberg under which there are a series of other marketing activities.
Marketing is a process that involves the design, creation, research and collection of data on how to make a product or service as close as possible to the target audience. This mainly means knowing the market in which you operate and doing research and analysis on it, creating what will influence the final purchase. I’m talking about language, type of presentation, experience of use by those who will buy it and ability to satisfy a specific need.
Marketing must therefore rediscover the mission, the vision, the values and everything that will serve to better communicate a given product / service to the “target” public, or, in other words to those who will have to buy or use it. The image of the product or service, as well as those of the company, its colors, its name, its logo, its slogan, the price, the distribution, its presentation, the experience of use, are all elements that are part of marketing.
Advertising is also part of it, it’s just a piece of the puzzle and is instead the process used to make a product known, or rather to let the relevant public know that that product or service exists. It is trivially a synthetic description, often based on evocative and suggestive elements of the product or service. Advertising is the creation of an information campaign, generally based on creative elements, in line with the desires and needs of the public that is “positioned” or disseminated on specific media.
This is why the advertising of certain products uses only certain media that are directly related to the type of audience you want to reach. A young audience, for example, can be more easily reached by social networks while a more mature one could instead be reached through magazines.
The advertising channels are varied and are always chosen according to the type of audience to which you intend to arrive and to introduce the product or service previously “packaged” by marketing. It follows that an advertising campaign as an end in itself, with the wrong message for the type of audience to which it points, will almost always have negative repercussions or because it will not be able to reach the pre-set goal, or because the message could create in the audience expectations later disregarded by the public when they decide to use that service / product that they have heard so much about.
Here is the reason why neither marketing nor do-it-yourself advertising generally yields good results, but more often than not they are a source of frustration on the part of those who have launched into an advertising campaign without going through previous marketing processes. and “preparation” of the product or service.
In the case of a Box, it is essential to think in terms of marketing and communication before launching “random” campaigns that most often turn out to be ineffective thanks to contents that are not very relevant to the target audience, or even without a precise target or a direct and calibrated message and definitely not creative. That’s the reason why social media campaigns, but also offline campaigns, often don’t work.