Long-Term Marketing or Short-Term Advertising: Which is Better?

By May 20, 2022

4 mins read

The two major phrases of the Digital Marketing landscape: Marketing and Advertising are often over judged and misapprehended by the masses where many of them, unknowingly, use the terms interchangeably.

Well, the fact is, though they share the same goal of capturing user interest, make them aware of a brand or business, and urge the customers to take action, they follow different ways of doing so.

They are related, for sure and one is instrumental to the success of the other; nonetheless, they are not one.

“Advertising is an aspect of Marketing!
It’s a communication mode used by businesses to practice a marketing strategy.”

Marketing and Advertising: Distinguishable Facets

Marketing

• Is the process of making your products or services interesting and intriguing in front of potential customers
• Is an involved process and requires several different activities
• Gradually delivers results (within three or less months)
• Is scalable and long-term
• Includes a marketing mix to craft a sound marketing strategy (Product, Price, People, Place, Promotion, Process, Physical Evidence)

Advertising

• Is the act of alluring people and their attention via advertisements or paid announcements
• Requires to spend money to promote your brand
• Primary goal is to influence consumers’ buying behaviors through the promotion
• Advertisements need to be changed frequently and have a short-term focus
• Indexes 6 key principles during promotion and targeting namely, awareness, knowledge, preference, liking, conviction, and purchase.

“Long-Term Marketing is favorable to SEO Results, High Conversion Rates, Enhanced Customer Engagement and Retention, and Improved User Experience.”

Short-Term Advertising (PPC, Promotions) and Long-Term Marketing Strategies (SEO, Social Media)

To appeal to the audience, whether global or local, brands need to have proven long-term and short-term digital marketing strategies in hand.

Short-Term Advertising Strategies

Marketing that is short-term is also named as tactical or operational marketing that is favorable to yield unexpected results within a short time span. With a limited timeline in hand, it is usually applied to promote new products/services, sales, and promotion, or any upcoming event.

As already mentioned that this type of promotion has brevity in the time period, one needs to have a detailed action plan to achieve success in the implemented strategy.

#PPC (Pay Per Click) Advertising

This is one of the quickest ways to witness an upsurge in the traffic and sales of a website and two preferable options in this space are Facebook Lead Ads and Google Ads.

The display of adverts on Google usually aims to get users attracted and click on the ad link and are formed intelligently to appeal to the audience and fulfill their needs.

On click of the link, a user is redirected to your landing page (homepage or a service page) and if it seems compelling, one can better funnel those through the sales journey, applying the right marketing techniques.

While investing in PPC advertising guarantees to boost your traffic figures but requires you to have thorough keyword research on the target audience as you won’t want to leave any chance of letting your qualified leads turn away.

#Limited Time Promotions

This short-term campaign is executed to let customers know about the running offers on products or services and may include hits like referral discounts, incentives, gift vouchers on purchase, and more.

As discounts don’t last forever so this strategy is categorized for marketing items for a short span of time so as to make maximum profits in a minimum of a period. Introduce a time limit, strategize your content, run an ad campaign and let expected results rolling.

With the clock ticking, one can notice a tremendous amount of consumers and traffic in your analytics and reports and see how many conversions rolled in.

Long-Term Marketing Strategies

Long-term marketing involves a myriad of practices and activities and the strategies designed to target the audience are usually tailored to achieve long-lasting results, unlike short-term marketing that outputs temporary results.

#Social Media

Social media is all the rage today. No business can survive without having hands-on over social media channels. Even though social platforms have a purpose to attract, engage, and delight, they output results instantaneously, thus serving great pieces of short-term and long-term marketing.

Instagram, Facebook, Twitter serve brands in an exceptional way to build a customer base, nurture their fan following, expand their networks, and close a sale strategically.

Even though businesses get instant leads from social media, they need to realize how they can use social channels to turn maximum leads into happy customers which will help them reap rewards for a long time.

Entering the social media game to expand business reach and extract maximum beneficial gains is all about an arduous job at the start. Once you’ll realize the accelerating rate of growing followers, leads, and happy customers, you’ll not need to splurge big later on.

#Search Engine Optimization (SEO)

First things first, SEO work takes time to produce worthy results if done following the right strategies, adhering to the Google guidelines.

With the all-new emerging forms of marketing, SEO hasn’t taken a back seat and will never be ignored as search engine traffic is a potential source to gain qualified B2B leads. SEO is closely related to keywords, content, optimization of web pages, relevancy, etc.

Consistency in Search Engine Optimization and aspects dealing with it allows enhancing brand visibility and ultimately, enlarging the sales figures. But remember getting the SEO right isn’t a task to be done overnight, it takes ample time to make your marketing efforts work and render beyond expected results.

[Prefer Reading: “SEO Basics: Beginner’s Guide to SEO Success.”]

So What Can We Say At Last?

The digital world of today dictates much of what and how business is done and focuses majorly on how to make profits, concerning the customer needs. Businesses that realize the significance of marketing have both long-term and short-term marketing and advertising plans added to their Digital Marketing planner.

While long-term marketing integrates a wide array of strategies and marketing segments and reaches more people, short-term marketing is good at making the masses aware of your offerings.

An effective and ideal marketing campaign will amalgamate both; nevertheless, as per the business exposure and requirements, it may vary what type of business choose to opt which category.

If your brand is stuck in dilemma to make a worthy pick, don’t fret, allow experts at Codeglo to provide you feasible and workable Digital Marketing Solutions that would involve a bundle of marketing and advertising types best suited for your business growth and success.