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What is marketing?

Marketing involves any attempt by a company to promote and ultimately entice customers to purchase its products or services. Through marketing campaigns, teams can strategically position its brand or offerings to distinguish them from competitors. To craft an effective marketing strategy, marketers must tailor their approach to their target audience in order to earn their prospects attention, business, and ultimately loyalty.

What are the basics of marketing?

  • Marketers require a creative and strategic vision that includes how they’ll portray and distribute their products to consumers.

While an excellent product attracts attention, it’s the meanings associated with the product that convert consumers into customers. That’s why marketers pay specific attention to semiotics, or the study of how an idea or object communicates meaning, and carefully craft product positioning that will win over consumers. Marketers can further pad their approach with pricing strategies that make their products more appealing and cost-effective for buyers. Once messaging and positioning has been solidified, teams then select channels that best meet the needs of their target audiences.

During the next stage of the marketing journey, teams select channels that best meet the needs of their target audiences. For example, if an audience spends most of its time online, social media serves as an excellent sharing platform. Regardless of the outreach methods, companies must have a plan for how to distribute their products to consumers. Finalizing these details enables businesses to deliver an experience that results in loyal customers.

What are the main purposes of marketing? 

  • Besides spreading awareness of a product, service or brand, effective marketing builds lasting connections with customers.

Marketing is all about building relationships with consumers. Marketers work to create trust by building an authentic brand through communication that is honest, consistent and clearly communicates not only the value of a company's products, but also the overall positioning of the company's identity in the marketplace. Identifying a target audience, communicating consistent messaging through the right channels and crafting a compelling value proposition that sparks interest and cultivates a loyal customer base are the guiding principles every marketer holds dear.

 What are the types of marketing?

  • With a host of methods and technologies, marketers can customize their strategies to meet the preferences of their target audiences.

As the industry has evolved, marketing strategies have expanded to account for new technologies and specialties. Marketing types typically have to do with the channel or format used. For example, social media and email marketing describe the type of channel marketers leverage to convey their message, whereas video and content marketing refers to specific content formats that compliment an overarching strategy. 

It is crucial to choose the right marketing types and channels to express the brand’s intended messaging in the most efficient manner. For example, formats like email campaigns, text messages, social influencers and YouTube advertising are all effective methods of showcasing and sharing a product’s use cases of a directly with a consumer, while cause marketing is an excellent way of developing positive associations with a brand through charity or by drawing attention to a societal issue. With various channels at their disposal, marketers can mix and match to deliver a personalized strategy for their companies and potential customers.


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