Marketing in advertising
Why is marketing important in advertising?
It is essential in advertising because it helps companies identify, understand, and satisfy the needs and desires of their target audience. Through marketing, companies can develop effective strategies to promote their products or services, differentiate themselves from the competition, and build strong relationships with customers. In addition, marketing enables companies to effectively communicate the value of their offering, leading to greater visibility, brand recognition, and ultimately, business growth and success.
Marketing and advertising are closely interrelated, with marketing providing the strategic framework and direction, while advertising is one of the tactics used to implement those strategies and reach consumers.
The best marketing campaigns are those that capture the public's attention, generate interest in the product or service, and convert that interest into action, in the sense that consumers want to make the purchase or at least are drawn to it.
It has played an important role in persuading consumers that its products and services are constantly changing, emphasizing status, innovation, and modernity.
Marketing has a significant impact on advertising, as it provides the strategic and conceptual basis for advertising campaigns.
Marketing unleashes its potential by promoting products or services through concise advertisements that captivate the target audience you want to reach.
Marketing involves market research, target audience analysis, product development, pricing, distribution, and promotion. These activities directly influence how advertising campaigns are designed and executed.
In addition, it guides the creation of advertising messages that resonate with the audience, effectively communicating the benefits and value of products or services. Marketing strategies also help determine the most appropriate communication channels to reach the target audience efficiently.
Marketing success stories in advertising campaigns:
- Burger King launched a "Pride Whopper" campaign for the LGBTQ+ community, which made reference to the community without offending them. When customers ordered the "Pride Whopper," the wrapper had a rainbow on it, and if you ordered the regular Whopper, when customers compared them, they did so to see the differences. However, they realized that the two burgers were the same. The idea behind this was to make people realize that we are all equal and that there is no need to discriminate against anyone.
- Movistar launched a campaign against grooming, with the aim of raising awareness and preventing children and teenagers from accepting requests from strangers on social media, and preventing them from becoming victims of abuse. When it was released, it went viral on social media. The advert showed two people connecting on social media, with the boy inviting the girl to meet in person. She agreed, but what she didn't know was that he wasn't someone her age, he was an older man who used a fake profile photo to gain the trust of his victims so that they would become victims of abuse.
- Mercado Libre, "Never stop searching," sought to strengthen ties with its users and boost interest among young people in order to be perceived differently. Similarly, it sought to foster the entrepreneurial spirit among consumers and showcase Mercado Libre as a facilitator of projects, enabling young entrepreneurs to achieve their goals.
With globalization, it is easier for the message to reach more people, where the public will give it greater dissemination. Technically, we see marketing every day. Sometimes we do it unconsciously, but it is always present. There are advertising campaigns that make history, managing to remain engraved in the minds of consumers or people.
This does not mean that other advertising media are less important. They are there for a reason, because not everyone has social media accounts, and some people are more interested in television, radio, billboard, MUPIS, etc. advertisements.
Marketing techniques are often persuasive in order to reach a diverse audience and mobilize them on important issues.
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Marketing campaigns.