Finding the Right Marketing/Advertising Mix
By: ANDY ELIASON

It's all about getting the word out. And in today's information-saturated world, there are literally countless ways to develop your marketing and advertising campaign. Unfortunately, that doesn't mean it's easier to get the word out. In fact, it has become all the more crucial that we use the proper means to deliver our messages to the public in a way that they will be open to and ready to consider what we offer as a valid product, service, or company.

Often, marketing and advertising are considered to be the same entity, but in fact they are two separate components of an overall strategy. These two components must work equally well independently and together for the strategy to have the necessary impact on the consumer.

Advertising refers to a paid announcement of some sort. It will usually display or convey a persuasive message from a clearly defined sponsor. Advertising is the obvious promotion of a given product or service to a given audience. It can stand alone as a means of putting the message in the minds of the consumers, but it can also be part of a more complete marketing strategy.

Marketing, then, refers to the systematic planning and control of various business activities with the intent to bring together buyers and sellers so they can easily complete their desired transaction. Marketing is more than just advertising, though advertising can, and often does, make up a large portion of the marketing campaign. But a strong marketing campaign should include much more. The right marketing/advertising mix could include everything from paid advertising to market research to PR to strong branding activities.

Generally speaking, this isn't a new concept. In fact, its one that most good marketing firms are able to put to effective use. The problem, however, seems to come when a company that is offering a product or service chooses to ignore the proper marketing/advertising mix. Why does this happen? Because certain marketing companies begin advertising certain methods... methods that are “guaranteed” to reward the customer with unbelievable (and generally unattainable) results.

Like any other industry, the marketing world is filled with procedures and practices that can help or hinder their clients very quickly. And when “the latest thing” works wonders for one company, countless others begin to jump up and down on the band wagon. Which is not to say that following a successful example is a bad thing, but as companies begin looking for quick fixes they begin getting involved in black hat SEO practices or worse.

Here's the thing to keep in mind: it is possible for a company to find some success without a proper marketing/advertising mix. It is possible to chuck a lot of money at a gimmick and imitate another company's success. But it is also very likely that you will only develop your image as “that one company that copied that other company”.

Because something works well once it does not follow that it will work every time. In the online marketing world, some companies have found incredible success with “paste your face in our video” gimmicks. Other company's who followed have only found that it's possible to waste a lot of money trying the same thing. Think of quick fix advertising like the Trojan Horse. It faked out a lot of people ONE TIME, and then the novelty is gone. No one is going to fall for the Trojan Rabbit or the Trojan Goat (unless it's a really super duper cool goat, right?).

A lasting, strong marketing campaign has to consist of so much more than a quick fix gimmick/widget/doohickey. There are a lot of things that need to be tossed into the bubbling cauldron of marking to produce a winning concoction. It all starts with research and analysis and then progresses from there. You have to know your market and then develop a plan accordingly. And a proper, individualized marketing/advertising mix is the only way to make sure that when you reach out to your market, you're right on target.

Andy Eliason is a writer at Main10, an Internet marketing and development firm. You can find out more about personalizing your marketing/advertising mix on the website.

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