¿ What is today the Marketing?
Have you ever thought about that?
If your company is old in the market, it is surely living a new moment in terms of disclosure and customer attraction strategy.
Now, if you are a novice, you were born in the digital age , in which Marketing concepts are totally different from what was practiced years ago.
Whatever your case, understanding the history of Marketing is important. It is even essential to master the relationship between Marketing and sales .
At the end of the day, as that classic phrase says, “whom we do not see, we do not remember.”
Are we going to know everything about Marketing, build or qualify the strategy?
So stay with me.
Concept: What is Marketing?
Marketing, translated from English to Spanish, means marketing.
But the term alone probably won’t help you understand it much. Truth?
So, we can define the concept as a set of proposed actions with the aim of guaranteeing visibility to a company, a brand, product or service.
But marketing is not limited to execution, it requires a lot of planning.
Everything begins with the study of the market (and yes, it could be a better translation of the concept), since Marketing necessarily goes through the phase of defining the target audience.
Define it, identify your needs and provide solutions.
In this way, Marketing acts both in the dissemination and in the construction of a positive image or in the reinforcement of authority – which, as you remember, can be a company, brand, product or service.
There, precisely, lies its strong link with sales.
The identification of potential clients, the access to them, the characterization of the conquest and the maintenance of the link, are basically the stages of the so-called sales funnel.
All these aspects depend on Marketing.
And of course, alone, without a good offer and attention that brings the customer closer, Marketing hardly becomes sales.
But there is no doubt that Marketing participates in this process.
We then have the first of the reasons that justify the need to invest in Marketing.
¿ Why invest in marketing?
You must have your own vision on the importance of Marketing, but we can add some topics to that point of view.
Look at some of the powerful reasons to invest in Marketing.
- Ensure that the disclosure reaches your target audience
- It allows you to converse with your people and build empathy
- Show potential clients and your concern for their pain
- Helps build a strong brand with a positive image
- Strengthens authority and conveys relevance and authority
- Ensures the coherence of internal and external discourses
- Minimally, it puts you on an equal footing with your competition
- Generate leads and drive the customer safely into the sales funnel
- Contribute to define the correct direction of actions
- Optimize your investments in customer outreach and attraction
- You have a perceived value differently than in traditional advertising
By the way, about the last reason on the list, there is room for an additional explanation.
Marketing and Advertising are concepts that are sometimes confused, but it is very important to understand the differences between them, as we will see in the next topic.
The difference between Marketing and Advertising
There are two truths about this question:
- The hodgepodge between the terms is common.
- It is not difficult to understand the difference between them.
Investment in Marketing is made up of various actions. Some demand financial expenses. Others are time-consuming.
Among these actions, Marketing uses advertising for mass dissemination that is, covering a greater number of people.
As its name indicates, advertising is responsible for making the Marketing strategy public.
The strategy is part of the study and focus of the market, which we talked about before.
In general, advertising always has an offer and its conversion seeks the sale, much more directly than in Marketing itself.
When an ad is broadcast on television, radio, newspaper, magazine, and social media or on Google sponsored links, for example, we are talking about a publicity act.
When studying the matter, it is very likely that you read or hear that Marketing is the “father of advertising.”
This is due to its broader nature.
In summary, advertising is also an action of Marketing and, as you will see immediately, this is positioned as one of its four fundamental pillars.
The 4Ps of Marketing
The 4Ps of Marketing bring together a concept that defines the four pillars of marketing strategy.
They are: product, price, place and promotion – it is in the latter that advertising is located, as we have just mentioned.
His proposal aims to guide the Marketing strategist towards more accurate actions, with greater chances of success.
The concept was developed by Phillip Kotler, an American professor considered the great Marketing expert, the most important specialist on the subject.
The 4Ps are also known as Marketing Mix or Marketing Composite.
By understanding the characteristics of each of its components, it is easier to determine the sequence of actions, their objectives and the impacts on the strategy.
What do you have to offer?
This central question helps define what will be presented to the public and how it will be done.
The first P can indicate a product, a service or the company itself and its brands.
The secret here is to highlight its characteristics, the strengths that must be highlighted and the possible weaknesses that must be corrected.
Now that you have a product, you need to price it.
What is its real value?
It is good to remember that the value is different from the price, but it helps its formation.
In other words, value is the solution that your product offers to the customer.
In other words, it’s what you deliver. Knowing the value will help you define the price you will charge.
Do not leave out the cost of production/execution, possible discounts and your profit margin.
The price should not be so high that customers do not run away, but not so low that you leave you without a profit.
Where will you market your product? Or where does your company operate?
This is the moment in which you must determine your perimeter of action, as it will be decisive to start the segmentation of your target audience.
In these days of digital business, it can be difficult to define a square that is not broad.
Still, it is recommended that you use that P to determine your availability, considering the ways it is accessed and the time it occurs.
Now, we are talking about the disclosure itself.
Here enter the particularities about advertising actions.
It will be necessary to answer what will be done to inform the public and convince them to make a conversion, which, in general, is intended to materialize the sale.
Types of Marketing
You already understood what Marketing is and you have just discovered its four fundamental pillars.
So, are you ready to start developing your strategy?
As you will see shortly, there are different types of Marketing and each of them requires different approaches.
In practice, your definition of product, price, place and promotion must be adapted to the particular demands, which vary according to each strategy.
Can we understand better by pointing out the strategies one by one?
As its name implies, Direct Marketing is applied without intermediaries.
The client already knows what you offer him and your actions are directed to him by common means.
This is the traditional marketing, whose return is usually more effective, because its results are easily measurable.
For it to work, Direct Marketing depends on a precise characterization of your target audience and the definition of people, which corresponds to the ideal customer profile.
Remember that only in this way, you will be able to reach the client with the right tone of voice, in the channels that he usually accesses and with the speech that suits him.
In other words, it is necessary to know who your client is, or potential client. And know it well.
When you don’t make it clear to the public that you are selling something, you are doing Indirect Marketing.
Have you ever heard of a subliminal message?
It is something behind the main message and that activates our subconscious.
I am not exaggerating when making this comparison, since the indirect approach to Marketing does not recommend any action, it does not suggest a purchase, a click, a download, in short.
But you can serve as an incentive in doing so.
What it does is reinforce the image of a brand, its authority and relevance.
It is a strategy that aims to remember something (keep it in mind) in the long term.
Thus, when the consumer is faced with a future purchase need, the message left at some point will be alive in his memory.
Then your brand will come to mind automatically.
The power of a more subtle communication cannot be ignored.
We could summarize by saying that Digital Marketing is internet marketing.
But that may limit the actions on what you see while browsing your favorite pages.
Only, despite depending on the internet, Digital Marketing is also applied through applications, for example.
Digital Marketing uses the digital media in its strategy
Many times, without realizing it, you consume Marketing on different platforms, anywhere, at all times.
And that characteristic makes Digital Marketing a powerful strategy.
How to do Marketing today without taking advantage of videos, photos and texts on social networks?
That just to give you an example.
Marketing acquires another dimension in the digital medium, but that makes it a real challenge.
Increasingly, it is necessary to study your audience to offer them a personalized message that stimulates bonding and involvement.
It is not easy, but there is no other way.
In short, all forms of Marketing will be digital.
Now we are going to talk about one of the best Indirect Marketing strategies.
Content Marketing is the art of telling stories and involving the user by offering useful and relevant information.
Although it is long-term that generates more effective results, these tend to be long-lasting. And what’s even better: they cost little or nothing.
Its main model is in blogs, in which a brand or company offers content of interest to your people, offering useful advice that adds value to the user.
In practice, the strategy is fostering the relationship, strengthening ties and reinforcing your authority on the matter.
Then a referral will come, and consequently more people will join your customer base.
Nor is there always something tangible to divulge.
Sometimes the “product” of the sale is ourselves, our skills and competencies.
In these cases, the challenge is the same: mold a positive image, build authority, and demonstrate relevance… but not of a company or a product, but of a person.
As you can see and the name itself refers to, Personal Marketing works with the individual and enhances their strengths.
To stand out in the market and be recognized as a reference, it is very important to invest in your individual image.
This is clearer when a business is focused on a person who wants to position himself as a specialist.
One of the functions of Marketing, as we already mentioned, is to increase the links with your audience.
You cannot focus solely on a purely and exclusively commercial relationship.
You want to sell, but you can’t push prospects for a product or service you want to sell.
Increasingly, the focus must be on the customer.
He must see the advantages, see the acquisition as a benefit, as an investment and not as a cost.
Here is the challenge, in Relationship Marketing may be the solution.
Within this strategy, all actions are aimed at creating and maintaining a good relationship with your audience.
And it is like being constantly attentive to what the client wants, their pain and needs.
So when he manifests them (or even before that), you will stand by his side, reinforcing the commitment to be the provider of the solutions he needs.
Very different from the classic, old-fashioned stance of a salesperson, right?
What type of Marketing is the best for me?
After knowing the different types of Marketing, maybe there is some doubt left.
With so many options, how do you choose which way to go and where to start?
First of all, understand that Marketing variables are not exclusive.
In other words, you do not need to choose and dedicate yourself to only one.
One can even be part of the other.
Do you want me to give you an example?
What is Content Marketing, if not a type of Indirect Marketing?
And don’t you think it’s also a great way to practice Relationship Marketing?
Something else: if you adopt that approach of adding value, fostering the link and not talking directly about sales through Internet publications, you are doing Digital Marketing. True?
Look, in just one example, we present different ways to adapt your Marketing action.
Now, to define which strategy is more appropriate, there is no other way than to know your target audience, define the people and dedicate yourself to a good and complete marketing plan.
Let’s get to work!
¿ Who invented Marketing?
Difficult to answer that question.
Marketing is such a broad concept that in ancient civilizations it was already put into practice.
That does not mean that in the time of barter, with the most varied exchange currencies, Marketing was as it is today.
There was an evolution that is clear. The truth, more than one.
The most recent goes by the name of Digital Marketing, but in several other periods of history, people and companies made a difference by convincing others of the value of what they offered.
The truth is that early on they realized that to achieve a goal, it was necessary to stimulate a kind of conviction.
As the very concept of Marketing refers to, it is directly related to the identification and satisfaction of needs, both human and social.
That is a demand that did not arise now.
Although there is no consensus among scholars regarding the origin of Marketing, the beginning of the last century is pointed out as a moment that marked the model with which we are accustomed.
It was from then on that, with the advancement of the strategy, Marketing also aroused interest as a phenomenon worth studying.
In the 1940s, for example, after the Second World War, many people had to discover what Marketing is.
It was a dark time, of crisis and retraction in consumption.
Companies needed a good strategy to sell more. And it was in those years that the most famous Marketing studies were produced.
Since then, Marketing has been a solution.
In this article we explain what Marketing is and its different approaches.
Whatever your goal, Marketing stopped being a luxury a long time ago and became a necessity.
Disseminating your brand and what you offer, reinforcing your authority and demonstrating relevance, are actions that today are not valid as a competitive differential, but as a condition of survival of a business.
With that reality in mind, you now have the information you need to start building a powerful and efficient strategy.
Do not be left behind and guarantee your space in the market.
Be attractive, interesting, and modern.
Learn to converse with your client.
That is doing Marketing.