As you're learning how to reach more customers, these terms will come up often. Let's explore what each term means to better help you plan your outreach strategy.
Marketing
Marketing is present in all aspects of managing your business. It includes branding and advertising but is much larger than both. Marketing includes anything you do to promote your business and/or sell your products. Marketing professionals use market research and other tools to analyze what the customer wants.
You might think of marketing as your social media strategy or your TV campaign, and it does include strategies for Internet, print, video and social. But marketing work also includes tasks like customer relations and support. Your teams in product development, sales and distribution are all performing marketing in some fashion. Anyone who helps the company gain more customers is in marketing.
The four Ps of marketing illustrate how marketing is present in all stages of the business:
· Product:
A good or service that meets the customer’s need
· Price:
The amount the customer expects to pay
· Promotion:
How the customer learns about the product or service
· Place:
How the product gets into the customer's hands
Branding
When you think of a brand, you may think of the symbols that ranchers use to mark their cattle. Brand derives from the Norse word “brandr,” which means “to burn.” While branding includes a trademark or a logo, it means much more than that to your company.
Branding has evolved to include the entire personality of your company. What words come to mind when your customers think of your company – fun, professional, wacky, austere? Whatever reaction your customers have to you company – whether you intend them to or not – is your brand.
Branding distinguishes you from the competition. With branding, you'll give them a feeling about your company that they don't have about another company. As your brand becomes consistent, it will be easier for your customers to recognize your company using only fonts and colors.
Elements of your brand may include:
·Mission statement and values
·Logo and other visual assets
·Website
·Brand guidelines
Advertising
Advertising is one piece of the marketing strategy. Advertising is a strategic effort often built around a campaign for a product or service. Advertising reflects the brand and brand guidelines and falls under marketing, but it is not the only marketing tool.
Your company's advertising strategy depends on your product(s), audience and budget. Before you spend money on advertising, you'll need a firm understanding of your audience and a well-defined brand.
Common advertising channels include:
·Online, including your website, paid ads on websites, paid search results, email and social media
·TV and radio
·Direct mail fliers
·Newspaper
·Vehicle wraps, like your company vehicle or on public transit
Knowing the differences between these terms will help you know what your business needs and what to ask for when creating strategies for gaining new customers.
Whether it's marketing, branding or advertising you're looking for, Spin Creative is here to help. Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
