The answer is simple, one makes you money and the other costs you money, which type of marketing does your company do?
A marketing cost can be defined as any expenditure involving marketing dollars whose value is consumed the moment it’s paid for. Whether you’re purchasing an ad, paying for a Google click, or attending a trade show, any value generated by that expenditure begins and ends when the money is spent. True, there may be some residual value. For example, you may help your brand awareness if it’s an ad or leads at a trade show. However, the benefits end there.