Unfortunately, when a phrase like “This is Ivan Ivanovich, he does advertising for us!” is heard in Russian small businesses, it often turns out that the company actually does not have any full-fledged marketing.
How can this be, Ivan Ivanovich sets up contextual advertising , distributes ads on whatsapp number russia bulletin boards, and yesterday he also started doing SMM . It's fashionable and trendy now!
However, in reality, all this activity can be called nothing other than "dissemination of advertising messages through different channels." Giving scattered advertising without any system does not mean doing marketing.
Advertising is certainly the engine of trade. However, just as in a car the engine is only one of many components, so in marketing advertising is only one of many components.
Therefore, individual advertising campaigns can provide short-term profits, but they are not enough for your company to develop steadily and open more and more new branches throughout the country. Only advertising in the marketing system grows new market leaders.
Let's figure out why this is the case and what to do about it!
What is the difference between advertising and marketing
Let's take the definition of advertising and see if it matches what Ivan Ivanovich does:
Advertising is a one-way form of non-personal communication carried out on a paid basis with the purpose of attracting attention to the object of advertising.
Well, yes, that's right. Ivan Ivanovich posted an ad on the Internet. It is shown to people he doesn't know, that is, the communication is impersonal. The budget is spent, that is, the basis is paid. The task of the ads is to attract attention to the services of the company where Ivan Ivanovich works, so that clients remember the brand, call, order the product (this already depends on whether it is image advertising or product advertising ).
Now let's remember the definition of marketing and see if it describes Ivan Ivanovich's activities:
We can safely use this definition as a basis for further discussion, because its author is the “king of marketing” himself, the unsurpassed Philip Kotler.
