There is a pretty interesting difference between marketing and advertising and if you are a business owner, you should understand the difference between the two.
When you think 'marketing', you should think 'strategy' and 'process'. In digital marketing, we utilize social media content planning as part of our marketing strategy. It is important to recognize that marketing and advertising, while similar, are not necessarily one and the same. Advertising is a tier of a marketing strategy.
So, What is Advertising?
Say that I am the owner of a shoe store, and I want to start implementing advertisements into my marketing strategy. As this shoe store owner, I plan to use a combination of digital marketing and print advertisement. I put ads in the weekly paper that potential customers can browse through to see our latest inventory, and on our social media pages I am sharing photographs of our newest products. These are examples of advertising, within your marketing strategy.
Think about your favorite business pages on Facebook. If they constantly pushed you to purchase their product, would you still follow them? Most likely, no. You would begin to get annoyed by the relentless sales pitch.
They post meaningful content, photographs, video and get their users engaged... that's their marketing strategy. When these pages are posting specifically to showcase a new product that they offer, they are using advertising as a tool within their strategy.
In order to see success, you should incorporate advertising into your marketing strategy, but do not fail to recognize that advertising is part of a bigger picture.
Take the time to analyze your own pages. Are you implementing a social marketing strategy?