{"id":139298,"date":"2022-03-07T01:00:13","date_gmt":"2022-03-07T06:00:13","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=139298"},"modified":"2023-02-06T08:35:26","modified_gmt":"2023-02-06T13:35:26","slug":"marketing-vs-advertising","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-vs-advertising\/","title":{"rendered":"Marketing vs. Advertising: What\u2019s the Difference? (10 Examples)"},"content":{"rendered":"\n<div class=\"intro-txt\">For many people, marketing is synonymous with advertising. Even some marketers use both words interchangeably. But the truth is advertising is only a small part of marketing.<\/div>\n\n\n\n<p>Want to make sense of it all and learn from various examples along the way? You\u2019re in the right place. In this article, you\u2019ll go through the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-what-is-marketing\">What marketing is<\/a><\/li>\n<li><a href=\"#2-what-is-advertising\">What advertising is<\/a><\/li>\n<li><a href=\"#3-difference-between-marketing-and-advertising\">Difference between marketing and advertising<\/a><\/li>\n<li><a href=\"#4-five-examples-of-marketing\">Five examples of marketing<\/a><\/li>\n<li><a href=\"#5-five-examples-of-advertising\">Five examples of advertising<\/a><\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s dive into&nbsp;it.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is marketing?\" data-section=\"1-what-is-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.hpgy4e602nkp\">What is marketing?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>According to the <a href=\"https:\/\/www.ama.org\/the-definition-of-marketing-what-is-marketing\/\">American Marketing Association<\/a>, \u201cmarketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at&nbsp;large.\u201d<\/p>\n\n\n\n<p>I kicked this off with an academic definition for a good reason. (We\u2019re getting back to human speech now\u2014don\u2019t worry.)<\/p>\n\n\n\n<p>Did you notice any mention of promotion or advertising in the definition above? Me neither. From the definition, we can deduce that advertising takes place. But the point is that marketing is so much more than&nbsp;that.<\/p>\n\n\n\n<p>So let me put together a more digestible definition of marketing:<\/p>\n\n\n\n<p>Marketing is a process that starts with <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a>&nbsp;needed to <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">develop a marketing strategy<\/a>,&nbsp;which guides all <a href=\"https:\/\/ahrefs.com\/blog\/marketing-tactics\/\">communication that includes promotions and advertising<\/a>.<\/p>\n\n\n\n<p>So\u2026<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is advertising?\" data-section=\"2-what-is-advertising\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.1beqw82vnfs1\">What is advertising?<\/h2>\n\n\n\n\n\n<\/div><\/div>\n<p>Advertising is paying for exposure to&nbsp;your&nbsp;brand. It\u2019s a form of paid promotion. Advertising enables organizations to communicate a message to a target audience at a certain time.<\/p>\n\n\n\n<p>Unlike marketing, advertising isn\u2019t such a vague term for many. We can clearly say, \u201cThis is advertising!\u201d when pointing to the following image:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/1-awt-ad.png\" alt=\"AWT ad\"><\/figure>\n<\/div>\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is the difference between marketing and advertising?\" data-section=\"3-difference-between-marketing-and-advertising\">\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.7bvnaqr9o79\">What is the difference between marketing and advertising?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Advertising is a product of marketing. It\u2019s what the outer world often sees. That\u2019s why many people use the terms interchangeably. But there\u2019s so much more to marketing than just advertising.<\/p>\n\n\n\n<p>In other words, all advertising is marketing, but only a small portion of <a href=\"https:\/\/ahrefs.com\/blog\/marketing-activities\/\">marketing activities<\/a>&nbsp;is advertising. It\u2019s best to wrap this up with an&nbsp;image:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/2-advertising-part-of-marketing.png\" alt=\"Piechart showing advertising is just a small fraction of marketing \"><\/figure>\n<\/div>\n\n\n<p>It should be all clear now. Let\u2019s move on to the examples.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Five examples of marketing\" data-section=\"4-five-examples-of-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.28clykkxaxo8\">Five examples of marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>We need to kick this off with some terminology. If you ask a random person to tell you an example of marketing, they\u2019ll most likely mention a type of marketing, a marketing channel, or a specific marketing campaign. So what do all these&nbsp;mean?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/marketing-campaign\/\">Marketing campaign<\/a>&nbsp;is a series of organized, strategized efforts used to achieve a marketing goal. It\u2019s a one-off activity that starts and ends. It can be rinsed and repeated, though. Think Coca Cola truck campaigns.<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">Marketing channel<\/a>&nbsp;is a set of tools and platforms used to communicate with your audience. Think email or social media.<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/types-of-marketing\/\">Marketing type<\/a>&nbsp;is anything that can be categorized\u2014marketing channels, tactics, or techniques. For example, digital marketing joins all online marketing channels together. Then we also have B2B marketing that covers all channels and activities that can be used to acquire a business as a customer.<\/li>\n<\/ul>\n\n\n\n<p>Now that we\u2019ve covered the above, we\u2019re going to dive into examples of marketing channels and marketing types, with one exception at the end. Let\u2019s do&nbsp;it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.jvdjo8hzr8xk\">1. Inbound marketing<\/h3>\n\n\n\n<p>Inbound marketing is when you pull your audience in with relevant and useful content. It\u2019s best explained in the following image that <a href=\"https:\/\/ahrefs.com\/blog\/inbound-vs-outbound-marketing\/\">compares inbound marketing to outbound marketing<\/a>.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-inbound-outbound-marketing.png\" alt=\"Picture on top is lady welcoming man. Second picture below is lady with megaphone screaming &quot;buy&quot; at man\n\"><\/figure>\n<\/div>\n\n\n<p>Its biggest strength is contextuality. Take this very article, for example.<\/p>\n\n\n\n<p>If you Googled the difference between marketing and advertising, clicked on this article, and are reading the article now, then this set of actions is an example of inbound marketing. (It solves your problem at the right&nbsp;time.)<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/inbound-marketing\/\">What Is Inbound Marketing? A Beginner\u2019s Guide<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.psgs96yjyfmd\">2. Content marketing<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content marketing<\/a>&nbsp;is the process of creating and distributing content to attract and retain customers. The content can be in the form of blog posts, podcasts, videos, infographics, ebooks, etc.<\/p>\n\n\n\n<p>Yes, inbound marketing can be understood as a part of content marketing (if you\u2019re wondering about that now). This is the main reason why content marketing is our most important marketing channel. It\u2019s simple and effective:<\/p>\n\n\n\n<p>We create in-depth <a href=\"https:\/\/ahrefs.com\/blog\/\">blog articles<\/a>&nbsp;(like this one) and <a href=\"https:\/\/www.youtube.com\/channel\/UCWquNQV8Y0_defMKnGKrFOQ\">YouTube videos<\/a>&nbsp;that teach potential and existing customers how to solve problems and grow website traffic using our tools. We rely primarily on <a href=\"https:\/\/ahrefs.com\/seo\">search engine optimization (SEO)<\/a>&nbsp;to drive qualified traffic to our blog, which is currently getting ~330,000 organic visits per&nbsp;month:<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/4-ahrefs-overview.png\" alt=\"Site Explorer overview of Ahrefs blog\" width=\"1600\" height=\"692\"><p class=\"wp-caption-text\">Data from <strong>Overview<\/strong>&nbsp;report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/p><\/div>\n\n\n\n<p>This and much more is a part of our <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\">content marketing strategy<\/a>. It\u2019s hard to find any downsides here other than it takes a lot of time and effort.<\/p>\n\n\n\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content Marketing: A Comprehensive Guide<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.a7xyus2u5cs1\">3. Word-of-mouth marketing<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/\">Word-of-mouth marketing<\/a>&nbsp;is the process of influencing and encouraging natural discussions about a product, service, or company. If done right, it can become one of your most powerful marketing channels. It certainly is for&nbsp;us.<\/p>\n\n\n\n<p>Why? <a href=\"https:\/\/www.nielsen.com\/us\/en\/press-releases\/2015\/recommendations-from-friends-remain-most-credible-form-of-advertising\/\">Research from Nielsen shows<\/a>&nbsp;that 83% of people trust recommendations from their friends and family. It\u2019s simply the most trustworthy and authentic marketing channel that you can\u2019t beat, no matter how great your marketing communication is.<\/p>\n\n\n\n<p>I can list countless examples of people recommending our product or content to others. But the best proof is more than 14,000 new customers in 2020 told us they were referred to <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a>&nbsp;by their friends:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-word-of-mouth-referrals.jpg\" alt=\"Person said in registration form they learned about Ahrefs through friends \"><\/figure>\n<\/div>\n\n\n<p>The downside is the lack of control you have over this channel. There are tried and tested tactics to incentivize word-of-mouth, but it\u2019s still one of the most difficult marketing channels to influence.<\/p>\n\n\n\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/\">Word-of-Mouth Marketing: A Simple Tried &amp; Tested Guide<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.5n5drifgvfz5\">4. Affiliate marketing<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">Affiliate marketing<\/a>&nbsp;is the act of promoting another company\u2019s product or service for a commission on generated sales. Commissions are typically a percentage of the sale price but can occasionally be a fixed amount.<\/p>\n\n\n\n<p>As a company, you can create what\u2019s called an <a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing-programs\/\">affiliate program<\/a>. You come up with a payout structure for your affiliate partners; then, you should implement a system for partnership sign-ups and the tracking of referrals and sales. It should motivate people to recommend your products to their friends, acquaintances, and audience.<\/p>\n\n\n\n<p>Some of the biggest and most valuable websites greatly rely on <a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing-income\/\">affiliate income<\/a>. Here\u2019s an example of a coffee grinder recommendation full of affiliate links from Wirecutter, which is owned by The New York&nbsp;Times:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/6-affiliate-links-example.jpg\" alt=\"Picture of coffee grinder. Brief write-up next to picture. Below write-up are three links leading to various sites where consumers can purchase the grinder \"><\/figure>\n<\/div>\n\n\n<p>Developing an affiliate program is a great way to get exposure for your products early on. But make sure you think it through. Adjusting commissions or discontinuing the program can easily backfire later.<\/p>\n\n\n\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">Affiliate Marketing for Beginners: What It Is + How to Succeed<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.rdi0shg7wkf4\">5. Conducting a competitive analysis<\/h3>\n\n\n\n<p>It\u2019s only fair to mention an example of a marketing activity unrelated to promotion. <a href=\"\/blog\/competitive-analysis-guide\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/competitor-analysis\/\">Competitive analysis<\/a>&nbsp;is the process of identifying and researching your competitors to get the information you need to gain a competitive advantage. It should be an essential part of market research.<\/p>\n\n\n\n<p>Here\u2019s what conducting a competitive analysis may look&nbsp;like:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Find your competitors<\/li>\n<li>Get background information<\/li>\n<li>Analyze competitors\u2019 products and services<\/li>\n<li>Familiarize with their targeting and positioning<\/li>\n<li>Discover competitors\u2019 distribution channels<\/li>\n<li>Dive into communication strategies<\/li>\n<li>Do some ghost shopping<\/li>\n<li>Conduct a SWOT analysis<\/li>\n<\/ol>\n\n\n\n<p>There\u2019s much to do and information to get. Even the first step of finding your competitors isn\u2019t that straightforward. For example, your competitors for a certain marketing channel may not be your business competitors.<\/p>\n\n\n\n<p>Here, we can see the biggest organic search competitors for Rolex aren\u2019t watch manufacturer websites:<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/7-competing-domains.png\" alt=\"Competing Domains report results \" width=\"1600\" height=\"899\"><p class=\"wp-caption-text\">Data and insights from <strong>Competing Domains<\/strong>&nbsp;report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/p><\/div>\n\n\n\n<p>All of this is still a small part of <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">the whole market research process<\/a>. Do you see how complex marketing is&nbsp;now?<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/blog\/competitive-analysis-guide\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/competitor-analysis\/\">How to Conduct a Competitive Analysis (Template Included)<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/competitor-analysis-tools\/\">5 Competitor Analysis Tools You Should Be&nbsp;Using<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Five examples of advertising\" data-section=\"5-five-examples-of-advertising\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.t98jff7ujmtp\">Five examples of advertising<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Similar to the logic applied before, all examples here are technically advertising channels. There are a lot of them. So we\u2019ll go across the spectrum, covering examples of both new and traditional advertising.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.ipdmx46l7eg5\">1. Pay-per-click advertising<\/h3>\n\n\n\n<p>One of the two most prominent examples of <a href=\"https:\/\/ahrefs.com\/blog\/online-advertising\/\">online advertising<\/a>&nbsp;here. In pay-per-click (PPC) advertising, advertisers pay a fee each time someone clicks on an&nbsp;ad.<\/p>\n\n\n\n<p>We encounter these ads all the time. The most common are search ads:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/8-search-ads-example.jpg\" alt=\"Google SERP for search term &quot;wordpress hosting&quot; \"><\/figure>\n<\/div>\n\n\n<p>There are four main reasons why PPC advertising is a major traffic driver for many companies:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>You can drive traffic to your website instantly <\/strong>\u2013 It\u2019s possible to <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">learn the basics of PPC marketing<\/a>&nbsp;and start running your first ads in one day. You can\u2019t say that about building email lists or <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">creating content that drives constant organic traffic<\/a>.<\/li>\n<li><strong>You can target potential customers really well <\/strong>\u2013 PPC platforms provide so many targeting options that allow you to target people who are likely to buy from you. Everyone will choose what best fits their <a href=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\">marketing objectives<\/a>.<\/li>\n<li><strong>You can measure it easily <\/strong>\u2013 Most platforms like Google Ads provide a tracking pixel\u2014a piece of code that connects the ad click with what the user does on your website and keeps you in the loop about things like ad engagement and&nbsp;costs.<\/li>\n<li><strong>You can easily scale it <\/strong>\u2013 If you want to drive more clicks from your PPC campaigns, you can just pump more money into them. Scaling up other channels generally requires much more&nbsp;work.<\/li>\n<\/ol>\n\n\n\n<p>The downside is the clicks can be expensive, depending on the niche that you\u2019re in. For example, these are the CPCs in USD of our most expensive keywords for Google Search ads in the U.S.:<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/9-cpc-examples.png\" alt=\"List of keywords and corresponding CPC \" width=\"1600\" height=\"680\"><p class=\"wp-caption-text\">Data from <strong>Paid Keywords<\/strong>&nbsp;report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/p><\/div>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">PPC Marketing: Beginner\u2019s Guide to Pay-Per-Click Ads<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/online-advertising\/\">All You Need to Know About Online Advertising (Done Simply)<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.joeb2xa5hph0\">2. Display advertising<\/h3>\n\n\n\n<p>Now, let\u2019s look at the other most common online advertising channel. Display ads appear on websites that provide their space to advertising networks, and the ads look like&nbsp;this:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/10-display-ad-example.jpg\" alt=\"Display ad of menswear on delish's webpage \"><\/figure>\n<\/div>\n\n\n<p>These are basically online versions of billboards or LED screen ads. The main difference is that with a display ad, you\u2019re just one click away from visiting an advertiser\u2019s website. The ads can be technically considered as PPC ads but are most often bought on the basis of cost-per-thousand (CPM) impressions instead.<\/p>\n\n\n\n<p>Display ads are great for <a href=\"https:\/\/ahrefs.com\/blog\/increase-brand-awareness\/\">increasing brand awareness<\/a> and consideration among your target audience. They can also work to drive conversions when you target visitors of your website who showed interest in your products (retargeting).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.fg4mbung9ujt\">3. TV advertising<\/h3>\n\n\n\n<p>TV ads don\u2019t need any introduction. They\u2019re one of the traditional forms of advertising. Despite many people and marketers thinking that \u201cTV is dead\u201d nowadays, it\u2019s quite the opposite and remains one of the biggest advertising channels:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/11-tv-ads-top-medium.jpg\" alt=\"Several bar graphs, each representing a channel and showing how many people saw ads through said channel. Longest bar graph represents &quot;TV&quot; \"><\/figure>\n<\/div>\n\n\n<p>TV is arguably the most important channel for many big brands that engage in mass market targeting for their brand awareness campaigns. A great example of a TV ad that people watch (even voluntarily) is Heinz\u2019s collaboration with Ed Sheeran, who\u2019s a huge fan of the ketchup brand:<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-keoaqm6rpbg\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-keoaqm6rpbg\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/keOaQm6RpBg?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/keOaQm6RpBg?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.sks33q6npzfi\">4. Out-of-home advertising<\/h3>\n\n\n\n<p>Out-of-home (OOH) advertising entails all ads that you encounter in the streets, shopping malls, airports, etc. It\u2019s another example of traditional advertising channels that especially big brands use to build brand awareness.<\/p>\n\n\n\n<p>As with TV ads, the creative plays a huge role. Here\u2019s an example of creatives turning what would\u2019ve been your standard boring billboard into a viral campaign:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/12-ooh-example.jpg\" alt=\"Billboard of an empty Dynamite Chilli jar with a missing lid. In real life, a car sits in front of the billboard with a large yellow lid stuck in its hood\"><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h.4p5vfcym0rwn\">5. Sponsorships<\/h3>\n\n\n\n<p>Let\u2019s wrap this up with one of the more subtle forms of advertising: sponsorships. You can sponsor industry events:<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">The delegate bags are ready for tomorrow (loving the design <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a>!) Are *you* ready? You\u2019ll need your badge, lateral flow test confirmation email\/text and enough time to get through registration <a href=\"https:\/\/twitter.com\/hashtag\/brightonSEO?src=hash&amp;ref_src=twsrc%5Etfw\">#brightonSEO<\/a> <a href=\"https:\/\/t.co\/Vq9L5h6yC2\">pic.twitter.com\/Vq9L5h6yC2<\/a><\/p>\u2014 brightonSEO (@brightonseo) <a href=\"https:\/\/twitter.com\/brightonseo\/status\/1435663644981927936?ref_src=twsrc%5Etfw\">September 8,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p>Maybe support various creators and influencers who have a following that intersects with your target audience:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/13-email-sponsorship.jpg\" alt=\"Ahrefs-sponsored content in an influencer's email\"><\/figure>\n<\/div>\n\n\n<p>Or even sponsor a whole community:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139296\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/14-community-sponsorship.jpg\" alt=\"Ahrefs-sponsored content on The Marketing Meetup's group page\" width=\"537\" height=\"1054\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/14-community-sponsorship.jpg 537w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/14-community-sponsorship-217x425.jpg 217w\" sizes=\"auto, (max-width: 537px) 100vw, 537px\"><\/p>\n\n\n\n\n\n\n\n<p>See why I wrote that it\u2019s \u201cone of the more subtle forms of advertising\u201d now? Sponsorships have become one of our biggest advertising spends.<\/p>\n\n\n\n<p>They help us increase brand awareness in the SEO and marketing industries, improve our <a href=\"https:\/\/ahrefs.com\/blog\/pr-tactics-examples\/\">public relations<\/a>&nbsp;as we support many members of our community, and give us an opportunity to engage with the market personally when it comes to events we\u2019re attending.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.3yg0xjjkx7fa\">Final thoughts<\/h2>\n\n\n\n<p>There\u2019s quite a bit of marketing terminology that\u2019s either nonsense or often used in the wrong way. To be honest, you can just call all advertising \u201cmarketing,\u201d and you\u2019ll be technically correct. But that\u2019s not the point&nbsp;here.<\/p>\n\n\n\n<p>So, what&nbsp;is?<\/p>\n\n\n\n<p>Well, you now know that advertising is just a small part of everything that marketing entails. Don\u2019t get fooled by what it looks like on the outside. Being able to look at the bigger picture is a skill that many marketers lack these&nbsp;days.<\/p>\n\n\n\n<p>Got any questions? Ping me <a href=\"https:\/\/twitter.com\/michalpecanek\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Want to make sense of it all and learn from various examples along the way? You\u2019re in the right place. In this article, you\u2019ll go through the following: What marketing is What advertising is Difference between marketing and advertising Five<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":139300,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[375],"class_list":["post-139298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing vs. Advertising: What&#039;s the Difference? 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