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Differentiating Online Marketing and Online Advertising


How to Differentiate Online Marketing and Online Advertising

So many people fail to recognize the subtle, or if you’re an expert within the industry, the major differences between online marketing and online advertising. It is important to understand that they are both completely different and both, if used correctly in conjunction with each other, can provide a plethora of advantages for your business and can significantly aid growth. Now, if you typically class them as relatively the same thing, you may be wondering what the differences actually are. Well there are many differences, but also many similarities, so in layman’s terms, online marketing is the complete puzzle, it features many different promotional strategies, whereas advertising utilizes a few of the marketing strategies. So, in essence, online advertising is just an intricate part of online marketing.

Now, in accordance with the respected technology site, Techopedia, the reliable definition for each term still doesn’t differentiate them too much…

Online Marketing:

Online marketing is a set of powerful tools and methodologies used for promoting products and services through the internet. Online marketing includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the internet.

Online Advertising:

Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications. 

Now, like I said, those definitions still don’t provide a definitive difference that is easy to understand, but you can clearly recognise that the main difference isn’t so much what one has which the other don’t, but more that online marketing is a full package and online advertising is an aspect of that package. So, if you want to promote your business and grow it into a real empire that generates a crazy amount of sales, then you’d be wise to adopt a proven online marketing strategy and then subsequently use that strategy to create online advertisements. To make it more understandable, if you think of online marketing as a pizza cut up into different slices; those slices represent design, development, market research, PR, customer support, sales, pricing and… ADVERTISING! As you can appreciate, advertising is only one slice of the pizza, in order to have an effective strategy that will get your business booming you need to make sure each slice of the pizza performs optimally, and unites with each other to concoct one ultimate marketing strategy.

Online advertising can be deployed on the internet in many unique ways these days, but they all have one main goal; to promote your product or services in order to direct a large amount of traffic to your site, to ultimately try and generate sales. It is possible to try and advertise independently, but this can be very difficult if you don’t have a mass audience already, which is why it would be recommended to outsource this task to one of the several professional online advertising agencies out there. Alternatively, you could meet in the middle between a professional advertising agency and doing it independently, by utilizing a platform which has millions of users. This can be via the Facebook, Google or Amazon advertising systems, you get the idea. Overall, it is your choice how you go about it. The advertising can be performed in a plethora of different ways, and examples of online advertising comprise of banner ads, social networking ads, search engine results ads or email marketing.

There are many advantages to both, and whilst those advantages may differ, like we’ve already touched on, they are advantages which work in harmony towards one shared goal. Online marketing can potentially be very expensive, time consuming and may account for a large portion of your marketing budget if you solely go down that route. This is because it is more of a patient strategy that requires the assistance of an expert, if not multiple experts. But, online advertising if used as a portion of marketing can generally be quite financially-friendly.

All advertising tools will offer you many options nowadays to suit your budget and needs. Different types such as pay-per-click, pay-per-impressions, cost-per-action, cost-per-conversion or even just a pre-set fixed cost could be the various options on offer to you when you start to look into how you want to advertise your product or service. Typically, you would need to evaluate your budget, how long you want the advertising to continue for and how fast you want your ROI to be.

All in all, there are many advantages to both, but it is a complex task of stating advantages of one without mentioning the other, because the two intertwine so much and should work side by side to be most effective. But another thing to consider would be the difference in energy expenditure. What I mean by that is, online marketing can be a lot of taxing on time and would require a lot more work, as it is more than just advertising, it is an extensive concept that requires exceptional focus in order to make it a success. Whereas, online advertising can be relatively easy; just get an ad placed for your product or service and manage, review, or change how that advertising campaign is going.

To sum this article up; in spite of the title stating how to differentiate online marketing and online advertising, you could only do so if you treated each one as an ENTIRELY foreign concept, but in this case, that it is impossible to do so. Online advertising is a faction of online marketing and both strive to promote a product or service so that your business can grow. So, the difference between the two is…online marketing is the father and online advertising is its son, online marketing is the whole pie and online advertising is a piece of the pie, etcetera. However, the one to take away is, online marketing needs online advertising and vice versa.

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