دوشنبه, 01 آبان 1396 ساعت 06:40

تفاوت بازاریابی و تبلیغات چیست؟

تفاوت بازاریابی و تبلیغات چیست؟

 

افراد زیادی هستند که بازاریابی و تبلیغات را جدا از هم نمیدانند و از هر دو کلمه به یک منظور استفاده میکنند. با این که هر دو با اهمیت و اساسی هستند و تاثیر بالایی بر موفقیت تجارت شما دارند ولی مفاهیم متفاوتی از یکدیگر دارند. شناخت صحیح تفاوت بازاریابی و تبلیغات و بکارگیری صحیح هرکدام بر پیشرفت شما تاثیر گذار خواهد بود.
در ابتدا اجازه دهید تا هریک را بصورت مجزا تعریف کنیم و پس از آن به بررسی تفاوت تبلیغات و بازاریابی بپردازیم.

 

تبلیغات چیست؟

 

معرفی و نمایش خدمات یا محصولات شرکت شما به مشتریان کنونی و بالقوه؛ با پرداخت پول و از طریق شرکتها و فرصتهای جانبی مانند سایتهای اینترنتی و بیلبورد را تبلیغات می نامیم. (Advertising)

 

بازاریابی چیست؟

 

مجموعه فعالیت های شما برای آموزش و تشویق افراد به انتخاب خدمات یا محصولات شما در میان رقبا را بازاریابی می نامیم. بازاریابی در واقع شامل بخش هایی کوچکتر مانند نحوه تبلیغات، شناخت مشتریان، پشتیبانی خدمات و محصولات و جذب رضایت مشتریان برای تشویق به همکاری مجدد با شما می شود. مجموعه این فعالیت ها شما را در جذب مشتریان جدید و حفظ مشتریان قدیمی یاری خواهد کرد. (Marketing)

 


تبیلغات و بازاریابی بعنوان دو مفهوم مجزا ولی در تعامل

 

تبلیغات مهمتر است یا بازاریابی؟

 

پس از تعریف و شناخت هر یک از  این دو مفهوم، درک بهتری نسبت به تفاوت آنها خواهیم داشت، تبلیغات در عمل بعنوان بخشی از فرآیند بازاریابی عمل می کند و مستقل از آن نخواهد بود. وظیفه تبلیغات معرفی قسمت مشخصی از خدمات شما بوده و به معنی تعیین استراتژی های لازم برای نحوه، زمان و مکان معرفی محصولات است.
برای مثال تعیین نحوه تبلیغات شما در میان گزینه هایی مانند روزنامه ها، سایتهای اینترنتی، ایمیل مارکتینگ، تبلیغات محیطی، رادیو و تلویزیون برعهده بخش بازاریابی بوده و برنامه ریزی زمان نمایش و محل قرار گرفتن این تبلیغات را نیز شامل میشود. تبلیغات پرهزینه ترین بخش در بازاریابی است و به همین دلیل از اهمیت ویژه ای برخوردار است.
فرض کنید که بازاریابی یا همان مارکتینگ را بعنوان یک کیک در نظر بگیریم، در اینصورت این کیک از برشهایی تشکیل شده است که شامل موارد زیر است:

 

  • شناخت بازار
  • شناسایی مشتریان هدف
  • تعیین استراتژی فروش
  • خدمات پشتیبانی
  • ارتباطات کاری
  • قیمت گذاری محصولات و خدمات
  • تبلیغات
  • و …

 

تبلیغات نیز یک برش از این کیک بوده و نقش مهمی در موفقیت شما دارد، ولی برای دست یابی به بیشترین بازدهی هماهنگی کافی بین آن و سایر بخش های بازاریابی لازم است. فرآیند بازاریابی نیازمند صرف زمان و هزینه بوده و میزان بازدهی آن در بلند مدت قابل اندازه گیری است.

 

تفاوت بازاریابی سنتی با بازاریابی اینترنتی

 

بازاریابی سنتی معمولا بر روی روش های برونگرا (Outbound Marketing) و ایجاد وقفه در زندگی روزانه افراد متمرکز بوده و از کانال هایی مانند:

 

  • تبلیغات در رادیو و تلویزیون
  • بلیبورد تبلیغاتی
  • تبلیغات در مترو
  • تبلیغات در روزنامه، مجله و …

 

استفاده می کند. کارایی این روش ها به دلیل حجم بالای تبلیغات و بی حوصلگی مردم از این بمباران اطلاعاتی، روز به روز در حال کاهش است.

 

در مقابل بازاریابی اینترنتی قرار دارد که بیشتر مبتنی بر روش های درونگرا یا جاذبه ای (Inbound Marketing) بوده و از کانال هایی مانند:

 

  • سایت و وبلاگ
  • موتورهای جستجو (مانند گوگل)
  • شبکه های اجتماعی (مانند اینستاگرام، تلگرام، لینکدین و …)
  • تبلیغات بنری و کلیکی
  • ایمیل مارکتینگ
  • و …

 

 استفاده می کند. مزیت بزرگ روش های بازاریابی اینترنتی اندازه گیری میزان اثربخشی آن به طور دقیق است. در واقع به دلیل وجود ابزارهای آمارگیری پیشرفته ای مانند گوگل آنالیتیکز و نرم افزارهای اتوماسیون بازاریابی، می توان یک مشتری را از بدو ورود به سایت و پیمودن مراحل مختلف تا انجام خرید نهایی ردیابی کرده و بهترین کانال ها را برای جذب مشتری شناسایی و توسعه داد.

 

یکی از کلیدی ترین کانال های جذب بازدید کننده و ترافیک به سایت و افزایش فروش شرکت، بازاریابی از طریق موتورهای جستجو اینترنتی مانند گوگل است. به گونه ای که وقتی فردی کلمات کلیدی مرتبط با کسب و کار شما را در گوگل جستجو می کند، آدرس سایت شما در صدر نتایج ظاهر شود و با کلیک بر روی آن وارد سایت شما شده و با محصولات و خدماتتان آشنا شود.

برای این کار می بایست سایت خود را سئو یا برای موتورهای جستجو بهینه سازی کنید. سئو اصول و قواعدی دارد که آشنایی شما با آن برای رشد اینترنتی کسب و کارتان بسیار ضروری است.

کانون تبلیغاتی شطرنج

طراح، مشاور و مجری کلیه امور تبلیغات، چاپ و بسته بندی

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