Digital marketing versus digital advertising
Key takeaways:
Marketing and advertising are often used interchangeably, but they are not the same thing.
All comprehensive marketing strategies should include advertising.
Marketing and advertising are two terms that are often confused and used interchangeably. However, they are two mostly different things. Let’s examine what digital marketing and digital advertising are and how they work together.
Digital marketing definition
According to the American Marketing Institute (AMA), ‘Marketing 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 large.” To take it a step further, digital marketing consists of marketing tactics using the internet and mobile devices.
Examples of digital marketing:
PPC (pay-per-click)
Email
Content
Social media
Affiliate
Digital advertising definition
According to Adjust, “The definition of advertising is an industry used to call the attention of the public to something, typically a product or service.” Oftentimes, these take the form of paid ads across multiple online platforms.
Examples of digital advertising:
Social media ads
Display ads
Native ads
YouTube ads
Commercials on streaming services
What’s the difference between digital marketing and digital advertising?
Digital advertising is a subset of digital marketing. A digital marketing strategy is a full-funnel approach that typically starts by identifying your overall goal and target audience, grabs the attention of that audience with a digital advertisement, nurtures the audience until they become paying customers, then supports them after a sale.
In order to execute a great digital marketing strategy, all of the foundational elements must be established such as branding, market research, competitive analysis, and customer support. An advertiser can take that information and create an eye-catching and compelling ad to drive awareness and interest.
What is local digital marketing?
Now that we know marketing is a full-funnel strategy, let’s examine what that might look like from a local perspective.
Local digital marketing is an online marketing strategy that takes place and targets people within a geographic area. All SMBs with a brick and mortar location or a community presence should have a local digital marketing strategy in place to recruit and retain customers. Working with local influencers is a great way to reach more people who live near your business’ location.
