All Advertising Is Marketing, But Not All Marketing Is Advertising

All Advertising Is Marketing, But Not All Marketing Is Advertising
SHARE
THIS



We have reached an all new era of doing business now, and in today’s turbulent marketplace, it’s important that our marketing strategy is including all disciplines of marketing, not just mass media advertising, argues copywriter Christopher Merlotti in this opinion piece.

Gone are the days of forcing messaging down a consumer’s throat with expensive above-the-line efforts; marketers need to start to adopt what I call ’empathetic marketing’ to with over their all important and well educated customers.

All advertising is marketing, but not all marketing is advertising. If you and your organisation see it as the same, then now is the time to rethink your marketing efforts. Basically, it means that you’re opening up a box of crayons (“marketing”), and trying to create a colourful masterpiece with only one colour (“advertising”), then wondering why the canvas is lacklustre and not attracting interested buyers.

The other day, one of my housemates said to me, “as a marketer, your industry is dying because I just ignore all advertising now, and I don’t think I’m alone”. This is quite an interesting statement as he was highlighting the very misconception between marketing and advertising.

Marketing is an all-encompassing, essential practise, which includes elements such as organisational strategy, customer research, trend investigation, public relations, social media promotion, product design, pricing techniques, promotional campaign activities, distribution management, demographic analysis, positioning, competitor research, innovation, concept design, bundling, content creation, copywriting, and so on.  All of these efforts need to be working together to build a successful organisation.

It’s understandable where all of this confusion has emerged about what marketing actually is. Advertising is really the only highly overt form of marketing which everyone actively notices. It’s called ‘above-the-line’ and is the promoting of brand awareness to a large target audience via mass media, such as television, print and radio. My house mate was half right: the traditional mass advertising trend is starting to become ineffective, because consumers are so utterly bombarded now that they are learning to automatically filter out messages of no interest to them.

The practise of marketing is very different these days, with organisations shifting away from just advertising, and towards what I call Empathetic Marketing: developing a strategy that focuses on catering to the human person. Advertising is all about forcing messages onto potential customers, but other methods of marketing are now far more effective and consumer friendly. Organisational blogging is a way to reach people with general content that engages them in a less intrusive way. PR activities draw people in, encourage their feedback by joining in on the conversation, thus creating highly coveted word-of-mouth. Podcasting is usually free and enjoyable for people to listen to at their convenience, and if scripted well, will gain a following of consumers that actively download each episode and end up as an advocate. Social media connects consumers to each other and offers advice and opens forums, thus easing the barriers to purchase.

Today’s consumers expect more than noisy, forceful messages. They want to be catered to, appreciated, wooed and persuaded. They distrust forceful messaging, and look to other, more trustworthy sources that essentially are other angles of marketing. This doesn’t mean that you can use marketing to manipulate them in more subtle ways, as that’s not true. Today, people are highly educated and informed, and are extremely judgemental about these channels, so effective marketing requires high quality efforts. Poor campaigns and uninspired campaigns will surely fail.

Today’s marketing channels are new, innovative, fluid and highly digital, and so marketing efforts must reflect this, offering the consumer engagement, information, and interactive advice. The key to successful marketing is to value your customers; engage with them, offer them advice, respond, invest your time in them and customise your offering to them, so that their experience is ultimately unique and rewarding. This is not simply recommended, it is essential as your target audience now expect it. There are too many competitors out there waiting for your organisation to ‘drop the ball’.

Marketing is no longer about forcing advertising down a customer’s throat; it’s about getting to know your customer and being interested in what they really want, their preferences and opening communication in order to build relationships. Think carefully about them and how your product or service will benefit them and then actively engage with them to demonstrate your empathetic marketing.

Please login with linkedin to comment

YouTube

Latest News

Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July
  • Marketing

Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July

In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July. This bold initiative went live at midnight June 30 and ran throughout July. Wingman Beer’s general manager Will Chambers explained: “We have noticed a dramatic spike in […]

AAP Sale Formalised, Confirms Name To Be Retained
  • Media

AAP Sale Formalised, Confirms Name To Be Retained

The sale of Australian Associated Press (AAP) to a consortium of impact investors and philanthropists has been formally completed, ending 85 years of ownership by Australia’s major publishing groups. The national news agency will continue to provide a trusted breaking news service with a team of journalists and photographers, most of whom have joined the […]

Aussie Success Story Afterpay Unveils New Brand Identity
  • Marketing

Aussie Success Story Afterpay Unveils New Brand Identity

Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”
  • Media

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”

How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]

by B&T Magazine

B&T Magazine
Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
  • Advertising
  • Media

Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media

The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]

by B&T Magazine

B&T Magazine
I’m Not Loving ‘Karens’, For What They Highlight About Our Society
  • Opinion

I’m Not Loving ‘Karens’, For What They Highlight About Our Society

In this guest post, the CEO of PR/comms agency Extollo, Katy Denis, examines the social phenomenon of our time – the entitled ‘Karens’ amongst us & why they can be such a danger… Until last week, I had no idea who or what a “Karen” is. Thanks to (and I use that term very lightly, […]

Opinion

by B&T Magazine

B&T Magazine
The Mint Partners Wins Pernod Ricard, Cemoy & Little National
  • Advertising

The Mint Partners Wins Pernod Ricard, Cemoy & Little National

Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]

opr Adds DocuSign To Client Roster
  • Media

opr Adds DocuSign To Client Roster

Sure, it might not be a Coke or a Qantas, but opr think this win significant enough to send well-meaning press release.

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham
  • Media

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham

A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]

Would TikTok Be Missed?
  • Opinion

Would TikTok Be Missed?

Columnist poses the question - would TikTok be missed? B&T says not as much as vanilla Paddle-Pops or Best Of Red Faces.

Opinion

by B&T Magazine

B&T Magazine