Post by account_disabled on Mar 10, 2024 22:35:33 GMT -5
More and more often I see people praising a stunning creative idea and exclaiming “what great marketing! Marketing geniuses!”. It doesn't just happen with large campaigns, but also with small creatives for (very rapid) use and consumption by internet users. The fact is that in most cases those who are astonished are the professionals, those who should have assimilated, by now, the fundamental distinction between advertising and marketing. There was a time when it could be argued that marketing was advertising. Around the 1950s/60s in the United States, in full economic boom, people had the financial resources to buy and companies produced consumer goods at a rapid pace.
Supply exceeded demand and therefore the company imperative was to make its products visible, more India Mobile Number Data than those of the competition. Fortunately, consumers trusted radio, TV and newspapers, which, among other things, were on the hunt for "financiers" to support their elephantine structures. It was that phase of marketing defined as "sales orientation", the golden era of advertising, that of Mad Men. Entrepreneurs blindly entrusted their marketing dollars to these advertisers who seemed to know a lot. In 2020, assimilating advertising to marketing no longer makes sense for at least two reasons. The first is that marketing is becoming, through accumulation, increasingly broad in terms of objectives and functions.
It governs the company's presence in the world made of atoms, but also in the constantly expanding digital one, and in the intersections between the two. Furthermore, marketers are asked to make a concrete contribution to sales, with measurable lead generation and conversion actions, not just communication for mere awareness purposes . In this context, advertising is only one marketing lever, in many cases not even the most important one. Indeed, often the ingenious "copy" is praised by experts, but goes unnoticed before the eyes of the public to whom it was addressed. The second reason is that marketing no longer has to do only with the construction of a product and brand idea, of a promise, but also and above all with the actions aimed at realizing it. Advertising is one of the tools suitable for building the promise, for reaching a wide audience, but it cannot help in the implementation phase.
Supply exceeded demand and therefore the company imperative was to make its products visible, more India Mobile Number Data than those of the competition. Fortunately, consumers trusted radio, TV and newspapers, which, among other things, were on the hunt for "financiers" to support their elephantine structures. It was that phase of marketing defined as "sales orientation", the golden era of advertising, that of Mad Men. Entrepreneurs blindly entrusted their marketing dollars to these advertisers who seemed to know a lot. In 2020, assimilating advertising to marketing no longer makes sense for at least two reasons. The first is that marketing is becoming, through accumulation, increasingly broad in terms of objectives and functions.
It governs the company's presence in the world made of atoms, but also in the constantly expanding digital one, and in the intersections between the two. Furthermore, marketers are asked to make a concrete contribution to sales, with measurable lead generation and conversion actions, not just communication for mere awareness purposes . In this context, advertising is only one marketing lever, in many cases not even the most important one. Indeed, often the ingenious "copy" is praised by experts, but goes unnoticed before the eyes of the public to whom it was addressed. The second reason is that marketing no longer has to do only with the construction of a product and brand idea, of a promise, but also and above all with the actions aimed at realizing it. Advertising is one of the tools suitable for building the promise, for reaching a wide audience, but it cannot help in the implementation phase.