Understanding Marketing and Its Purpose in Business

If you work for any marketing role, it can be a little bit difficult to define what marketing is. Marketing overlaps sales, and entails a lot of things. It refers to any actions a company or business takes with the aim of attracting an audience to its products and services, through high quality messages. Marketing aims at delivering a standalone value for prospects and consumers through content, with a long term goal of demonstrating product value, strengthening loyalty of a brand and ultimately increasing sales. The purpose of marketing is to research and analyze your consumers all the time, engage with focus groups, send out surveys and seek answers to underlying questions.

Purpose of Marketing

Marketing is the process of getting people interested in your company’s products and services. This happens through research, analysis and understanding your ideal customer interests. Marketing pertains all aspects of a business, including product development, distribution methods, sales as well as advertising. The fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, you work to ensure the message you send out there is useful, helpful and educative to your target audience with the aim of converting consumers into leads.


Types of Marketing

When it comes to marketing, there are different types. It is upon the marketer to determine the method that would be most appropriate. All these types of marketing are relevant, and you make a choice based on the method you thing would work best for your target market. Internet marketing refers to campaigns that take place online. The very idea of having a presence on the internet for business reasons is what we call internet marketing. Search engine optimisation is another type. It entails the process of optimising content on a website so that it appears on search engine results. It is used by marketers with the aim of attracting people who perform searches on the internet looking for particular products and services. We also have blog marketing, where you write exciting pieces of content and publish on your blog with the aim of converting readers to buyers.

Marketing and Advertising

Marketing is closely related to advertising, and the two are used interchangeably. Marketing entails product development, market research, product distribution, sales strategy, public relations not excluding customer support. In all stages of business selling journey, marketing is very important. It can happen on various channels and platforms such as social media, and can be very powerful strategy in determining business growth. On the other hand, advertising is just one component of marketing. It is a strategic effort, usually in a paid form, with the aim of spreading awareness of a product or service, as part of a more holistic marketing plan.

Marketing as much been advanced from what we call the 4 Ps of marketing, which entail Product, Price, Place and Promotion. For marketing to take place, you need to have a product you want to promote. You just put a price on your product. There must be a medium or place where the marketing happens and you must come up with promotional strategies to make your marketing effective.

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