Five Reasons Why Marketing and Advertising Are No Longer The Same

Merriam-Webster defines these two words as:

Advertising:  the action of calling something to the attention of the public especially by paid announcements.

Marketing: the process or technique of promoting, selling, and distributing a product or service.

Pretty similar right? I’d like to offer a new definition of marketing:

“Marketing: The process of positioning a product or service for a specific, under-served, market segment from inception to delivery.”–Griffin Jones

Here’s how these two synonyms grew further and further apart:20130121-160306.jpg

1). After the industrial revolution, products were made for the masses. Products were marketed to nearly everyone so advertising was just a continuation of marketing in the form of promotion.

2). A select few products made it into the minds of the masses and advertising was used to reinforce their marketing success.

3). New products largely failed to disrupt the purchasing-advertising cycle, but many were happy to take the #2 and #3 spots in their respective categories. They usually didn’t market correctly, but giant budgets and growing markets made it possible to advertise themselves as a secondary or tertiary choice in some one else’s market.

4). Categories divided like the splitting of an atom, and stage 1 was repeated again and again at usually much more micro levels. More choice always erodes NOT improves, the effectiveness of advertising.

5). Products and categories became so enforced and so saturated that now, virtually the only way to be truly successful is to invent new categories for neglected markets.

Now advertising is damage control. Therefore it is still necessary, but marketing your business correctly to begin with will prove much easier and cost effective. I will give examples in other posts. What examples can you think of?


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