Monday, September 26, 2011

Google's 13th Birthday today, hip-hip haray! What would we do with out Google?

Monday, September 5, 2011

What's the difference between marketing and advertising? Surprisingly, there are many business owners who can not quickly identify a contrast between the two terms and many who think they are "marketing" when they are really "advertising". Let's start by looking at the definitions as provided by Wikipedia.

Advertising: "a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is drive consumer behavior with respect to a commercial offering... "

Marketing: "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is an integrated process through which companies build strong customer relationships and create value for their customers..."

More simply put, advertising is something you do when you are trying to get a customer or prospect to take some form of action right now. An example would be placing an advertisement in a newspaper in efforts to get a customer to call and buy your product right now. Your results may happen immediately and your advertisement has a limited life-span. It is doubtful that this week's ad will gain you any business 4 months from now unless you run it (and pay for it) continuously.

Marketing, on the other hand, is an activity where you build rapport, credibility, and relationships with customers by providing them with something valuable. Although you might receive business immediately from your marketing efforts, it usually does not work that way. Marketing requires thought, planning, work, and consistency over an extended period of time. The goal with a marketing plan is to capture a customer for life who not only uses your product or service, but who also recognizes you as an expert in your niche and considers you to be a valuable resource. Unlike traditional advertising, when done correctly, marketing strategies that you use today can benefit you months and years from now because you have taken the time to build a relationship.
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