This difference is also reflected in the roles. Between those who define themselves as advertisers and those who define themselves as marketers. Let’s explore the two concepts.
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ToggleThe marketing agency
Marketing in simple terms is the strategic thinking behind the marketing of your product or service. It involves analyzing the competition, the classic “4 P’s” studied in business and marketing schools:
- Products (Product)
- Prices (Price)
- Distribution (Place)
- Communication (Promotion)
Although over time the “P’s” have increased considerably over time.
The analysis of the competition, the definition of consumers (the target) including their age groups, their interests, their geographic location (all data more easily accessible thanks to the levers of web marketing), the media plan defining the most appropriate media according to the target and the product to sell, such as television, radio, and of course the digital(social networks, Google, email, influencers or online press) depending on the audience we want to reach, are part of the means of marketers.
A marketing agency talks about targeting, a web marketing agency talks about audience.
The advertising agency
Advertising is an element of marketing. The advertising agency is the application of marketing thinking in images.
This is where the magic of copywriters, graphic designers and art directors comes into play, to highlight the concept of “a picture is worth a thousand words”.
Marketing identifies thousands of words, so that creatives can translate them into 1 image. The advertising part of an advertising agency goes into action transposing all the values and promises of a company or product into images and a few selected, even chiseled, words.
Unfortunately, creation is not for everyone. Beyond the patience needed to learn the digital tools of the creative professions, it requires a developed eye for aesthetics, an artistic sensibility and we will never say it enough, but a very large general and advertising culture.
A general culture has been developed so as not to use iconography that is not appropriate to the subject and an advertising culture so as not to reuse an advertising concept that we have seen countless times.
This is one of the ways in which advertising agencies distinguish themselves: to ensure that, through image, they differentiate themselves from the competition.
Digital marketing agencies
Online businesses may seem to be an exception in this whole story, but nothing could be further from the truth.
Thinking about brand positioning or pricing policy is not part of their mandate, nor is reconsidering the advertising message to be delivered. They are message delivery strategists.
They find the right broadcast channels, test in real time, two messages at the same time to find out which one performs better. They target their campaigns based on customer acquisition cost or ROI or other KPIs.
Digital marketing is a set of web tools for marketing. If your positioning is not clear, your message is not understandable or does not arouse any interest or emotion, it will not be web tools like Google or Facebook that will transcend your message.
Advertising or marketing agency?
To explain the difference between a marketing agency and an advertising agency, it can be recalled that marketing is the strategy and advertising is the creation, visuals and messages, and that everything is integrated into a 360 strategy, including web marketing, thus ensuring consistency in the development of your communication strategy.
Madtech Agency: Agency 360
From Inprofit we bet and work under a concept of unification, Madtech, a concept that has been with us for years and that little has been talked about yet.
Want to know more about MadTech?
Working all strategies simultaneously under the same 360 prism gives us the ability to approach projects in a cross-cutting manner. Madtech goes a step beyond the well-known “Martech“. It merges Marketing, Advertising and a third leg, Technology (something essential for the world we live in).
If all this has sounded interesting to you, do not hesitate to contact us, discover a world of possibilities in our 360 Agency.