What Is Marketing? Definition, Purpose & Strategies

June 22, 2023

What Is Marketing?

Marketing is communicating to clients and potential customers a solution to their problems. It's about showing the value of your product or services to the right clients. Approaches to marketing include direct mail, content marketing, and social media marketing. But to be profitable, develop a strategy. Focus on what customers want and need and provide them with the best answer.

Other Definitions In Marketing 

What Is Marketing Automation? Marketing automation is the mechanization of managing strategies and campaigns over several channels without needing a person to handle the process manually, for example, email marketing, lead scoring, or analyzing data. As a result, marketing automation can help save time and provide more relevant content to a target audience.

What Is Marketing In Business? Marketing in business is an approach that connects a possible customer with a product or service based on the consumer's needs. For example, a social media marketing agency running paid ad campaigns on platforms like Facebook or TikTok.

What Is Marketing Mix? Marketing mix refers to the four Ps in marketing: product, price, placement, and promotion. Businesses use the marketing mix to distinguish themselves from the competition and influence consumers to buy their products or services.

What Is Marketing Management? Marketing management is the methods, tools, and studies used to promote a business. Marketing management will be unique for every company based on its industry, products, or services.

What Is The Main Purpose Of Marketing?

The main purpose of marketing is to attract attention. The end goal is to generate a buzz and create interest in your product or service. Shoppers have a ton of options so start by building trust with your target market. Edelman says 81% of consumers need to trust a brand to consider buying from it.

Develop a brand and get people curious about what you offer. Then, focus on the best way to capture their attention. What can you do to influence their purchasing decision? For example, give customers a low-risk option. Or a reason to take action on your offer right now. But because of your marketing process, you can drive profitable customer actions. Then your business will increase sales and revenue.

What Are The 4 Ps Of Marketing?

The four Ps of marketing refers to product, price, place, and promotion. Also known as the marketing mix, the four Ps effectively share a broad message and reach a bigger audience. The concept is to be more than product-focused. Instead, become consumer-centric and leverage each P strategically:

1. Product

The product is what a business sells. Know as much as possible about your product. For example, Who needs it? What problem can it solve? Why is it better than the competitors? Define the benefits and its life and sales cycle. Then develop a strategy to introduce your product to the consumer. 

2. Price

Price is how much people will pay for your product. The price depends on its perceived value. Of course, the cost of materials and market value (how much is the competition selling it for?) factor into the price tag. But there are a few ways to increase the perceived value like:

  • Branding & customer service
  • Design a mission statement
  • Demonstrate your support around social responsibility & sustainability
  • Get social proof like testimonials & reviews and showcase them on your website and social media channels. LocaliQ says that online reviews influence 93% of people.
  • Trigger an emotional response or invoke impulse buys
  • Create scarcity
  • Offer free trials or samples

The higher the perceived value, the more your product is worth. So, first, know what your customer wants. Then develop a strategy that meets those needs.

3. Place

The place refers to where and how you sell your product or service. Consider things like, Will you operate a brick-and-mortar or sell goods online? According to Statista, ecommerce sales are projected to surpass $6.5 trillion during 2023. Of course, both models can coexist and depend on the nature of a business's product or service. 

4. Promotion

Promotion is how and where you reach your target market. A business can use an online marketing strategy to promote products. So use platforms and tactics like Instagram Reels, TikTok ads, or website content. 

Other options include PPC advertising, direct mail, or email marketing. A marketing department needs to learn as much as it can about your ideal customer. Then promote the right content in the right place to get a ton of eyeballs on your offer. 

What Are The Types Of Marketing?

Types of marketing are any process that promotes your product or service to the right people. There are two main types of marketing, traditional marketing and digital marketing. But a few favored styles include content marketing, SEO, social media, and print marketing. Focus on personalization and be better than the competition. Anticipate the wants of your target audience. In 2024, the most common types of marketing include:

1. Digital Marketing

Digital marketing promotes products and services online. The goal of marketing is to target a specific audience and build relationships. According to Statista, there are currently 5.16 billion internet users. As a result, digital marketing is an online business model and one of the best ways to generate leads. For example, use lead generation in digital marketing, like landing pages, paid media, or rank and rent websites and reach the right people.

HubSpot says that 20% of businesses measure the success of digital marketing activity by the number of leads generated. So a digital marketing manager needs to create engaging and valuable content that answers a user's question or offers the best response to the search intent. Lead with value and give prospects a seamless experience. Then provide various points of contact and the best customer journey possible Use strategies like SEO, social media, video, emails, and influencer marketing or a blend of several. 

2. SEO

SEO, search engine optimization, refers to techniques that get your website to the top of the SERPs, like relevant content, keywords, backlinks, and an optimized GBP. Bright Edge reports that 53.3% of all website traffic comes from organic searches. SEO is a way to get in front of people actively searching for your offer. Therefore, the higher your site ranks, the more people find it.

3. Content Marketing

Content marketing, and copywriting, are strategies that focus on creating frequent and quality content. Anything that keeps your business top of mind and drives traffic to your offer. For example, curated and relevant website or blog articles, videos, and social media posts. Demand Metric says that content marketing generates over 3x as many leads as outbound marketing and costs 62% less.

Publish content your users want to read and focus on search intent. The goal is to drive more people to your site. As a result, you'll see an increase in brand awareness and demonstrate your expertise in your target niche. But this is one of the main reasons an agency often hires someone who has learned how to become a copywriter. Then they pay them to create compelling text for campaigns. 

4. Social Media Marketing

Social media marketing is a type of digital marketing that leverages social media platforms like Facebook, Instagram, and TikTok. Statistica suggests that in 2024 there will be 4.89 billion social media users worldwide. SMM aims to increase engagement and generate sales. According to SproutSocial, 71% of live stream viewers have purchased something on social media. 

In addition, it's a cost-effective way to build brand awareness and broaden your reach. Social media marketing is a chance to access real-time data. Learn more about your ideal customer's wants and needs. Then decide on a strategy to provide the best solution to their problems.

5. Video Marketing

Video marketing is the use of video instead of text to promote products or services. Data suggests that online video makes up 82.5% of web traffic and it's currently the most popular type of content on the internet. As a result, video marketing can increase engagement and expand people's understanding of your product or service.

According to Statista, 3.1 billion people consume videos on the internet daily. Publish videos on multiple channels like YouTube, social media, and websites. Then you can increase your online exposure and rank higher in the SERPs. In addition, personalizing videos and sharing an authentic message can build brand loyalty. So you get more recurring visits to your offer. 

6. Email Marketing

Email marketing is an online strategy. The idea is to use a direct marketing concept to promote a business's product or services. According to Litmus research, email marketing generates $36 for every $1 spent to achieve an ROI of 3600%.

In addition, email marketing can create brand awareness, nurture leads, and increase conversions. Statista reports that there are 4.37 billion daily email users globally as of 2023. And this number is set to reach 4.6 billion by 2025. 

7. Influencer Marketing

Influencer marketing refers to a business that collaborates with a social media user with a ton of followers in your specified niche market. But influencer marketing is a cost-effective way to establish credibility with your ideal customer.

According to Convince & Convert, the average business generates $6.50 for every dollar spent on influencer marketing. Influencer marketing is a perfect way to boost brand awareness. But it can also build trust and attract high-quality leads. Data suggests that 61% of consumers trust an influencer's recommendations.

8. Print Marketing

Print marketing refers to a marketing communication approach that uses traditional channels like direct mail, newspapers, billboards, and business cards where a target audience will consume your content. It's a chance to engage with a potential customer and share a marketing message. 

Data suggests that print marketing has a 70%-80% higher recall rate than digital advertising. But combining print and digital is the best strategy to increase your reach and connect with a new audience of potential buyers. In fact, Top Media Advertising says combining print and digital ads makes online campaigns 400% more effective.

Which Marketing Strategy Is Most Effective?

The most effective marketing strategy is based on an individual business's value proposition, product, or service. What do they offer? Who is their target market? There's no one universal approach. But for a marketing plan to work, be where your people hang out. For example, if they enjoy videos, publish content on channels like YouTube or Instagram reels.

If they prefer written content, start a blog. The key is to develop an omnichannel approach and track the performance of each one. HubSpot suggests that marketing teams that document their strategy are over 300% more likely to succeed than those that don't. So use the right channels and publish valuable content that drives traffic to your offer.

Why Is Marketing So Important?

Marketing is important because it's a way to increase sales, earn more income, stay relevant, and build relationships. Customers want connections. Digital Marketing Institute says consumers have become more interested in a brand's value and ethos. 

Now they want companies to foster relationships. Marketing is one of the best ways to share your product or service, develop a brand and secure a loyal customer base. Other reasons why marketing is essential include the following:

  • Cultivate customer engagement
  • Develop relationships with new customers
  • Grow your reach
  • Remain competitive
  • Increase the demand for your product or service

Marketing is a chance to stand out in a crowded landscape. But you need to become memorable to outplay the competition. So create content that aligns with the values of your business. Then be authentic and offer people the best answer. Or consider upping your talents and offering high ticket digital marketing services. You make more money for less work. But you will increase your value proposition.

How To Start Marketing

1. Perform market research & choose your ideal target market

Learn as you can about the way your customers think. What are their buying patterns? Where do they spend time online? Then check out the competition and stay one step ahead of market trends. 

2. Decide on your unique selling proposition (USP)

A USP makes your brand distinct from the competition, so people buy from your business, not the other guys. For example, What makes your business different? The key is to focus on why your product or service is the best solution. 

3. Create a brand

From your logo to the packaging, branding is everything. So design a brand that's easy to recall and highlights your business's core beliefs and values.

4. Pick your marketing channels & determine your goals

A business needs to be everywhere. Be active on the right social media platforms, create an optimized website, and share curated content. Then decide on things like, Will you use paid ads or traditional marketing tactics? Or will you adopt a mixture of everything? 

5. Cultivate loyal customers & retain new buyers

Provide the best customer journey possible and overdeliver. Adopt personalization tactics and make your customers feel heard and appreciated. Be a face behind the brand that actively listens and meets the consumer's needs.

What Are The Benefits & Limitations Of Marketing?

The benefits and limitations of marketing include poor returns on investment, changes in the industry, and unforeseen advertising costs. But marketing does allow you to learn more about your target customer and track real-time data. Other benefits and limitations of marketing include:

Marketing Benefits

A benefit of a marketing campaign is that it's a way to promote your business to a target audience so you connect with the right people at the right time.

Another benefit of marketing is that it can help you better understand a buyer's needs to increase customer satisfaction.

Inbound marketing is a cost-effective way to build your brand and nurture communication through the stages of the buying process.

Marketing Limitations

A limitation of marketing is that not all campaigns will be successful. Even with market research, changes to trends can derail your efforts resulting in a low marketing ROI.

Another marketing limitation is that correctly gauging the related costs of a marketing effort can be challenging.

There are often unforeseen issues when creating a strategy, and a lack of data or limited marketing research can be problematic.

5 Tips For Developing A Profitable Marketing Approach In 2024

1. Marketing professionals need to test new strategies 

A marketing team needs to be innovative and ready to explore new mediums and test new systems. So add a purpose to the value proposition, like how the benefits of your product connect to a buyer's problem. Or what makes it valuable and why it's the best solution to their problem. Then develop new targeting solutions. For example, leverage the rank and rent business model. Here the idea is to offer one service in one location. 

But the business model is hyper-targeted and captures the highest quality leads online. Be ready to test alternatives. The goal is to stay relevant. Be willing to create highly personalized content and ad creatives that focus on relationship marketing. Then use marketing automation tools like Marketo, Constant Contact, or HubSpot to streamline processes, track data, and get real-time consumer and marketing analytics.

2. Take advantage of marketing approaches that are only going to be available for a short time

Get more attention, grow your business, and get a market share by leveraging techniques that work right now, like short-form vertical videos on TikTok, Instagram reels, and YouTube shorts. Or use text-based content on LinkedIn, Twitter, and captions for Instagram carousel posts. Studies show that YouTube shorts are growing by 135% and have over 1.5 billion users.

3. Be consumer-centric

Businesses need to know as much as they can about their customers. So stay in the trenches and stay in touch with people. Become common sense oriented and give customers what they want.

For example, what pains do they have? What questions are they asking? What type of content do they consume? Go where your people are and use their language. Don't publish fluff. Instead, provide the best response to their questions.

4. Focus on the benefits and less on the features

Benefits are emotionally driven, and emotion is a more powerful driver than logic. Emotion is the money-maker. It's what makes people take action. The goal is to get people to feel in their gut things like:

  • This product will make my life easier
  • It will increase my status
  • I need this product because it will save me time, solve a problem, etc.

When you focus on the benefits and less on the features, you drive moreconversions. Lead with emotion and follow up with logic. Then add social proof like reviews, testimonials, guarantees, risk reversals, etc.

Focus on a B2C marketing approach to get a person to take action. Be ready to test and retest to see what works and where you're marketing efforts are falling short. But if you're not getting the results you want. Then you're not doing enough.

5.  Leverage the rule of 7

The rule of seven states that before a person takes action, they need seven touchpoints or engagements with your brand before they buy. Invesp says 80% of sales need at least five follow-up calls. The key is in the follow-up. Don't give up too early. Instead, have a retargeting system and get in front of your ideal target market where they're present and active.

Having a social media strategy is the secret sauce. But be selective about your social media platforms. Then consistently show up with value, content, and offers. Become a storyteller. But marketers need to stay consistent. Be clear about your message and how you present your brand.

What Is Marketing Vs. Sales?

Marketing is the approach used to build brand awareness and attract customers. It's an integral part of the lead generation and revenue process. Sales focus on converting leads to paying customers, and it's how you turn viewership into profits. Gary Vee says that a business needs to know how to market. But if they don't, they need to be the best salesperson.

What Is Marketing Vs. Advertising?

Marketing is how a business determines the needs of its ideal customer. Then they can develop a strategy to tell the right people about their brand, product, or service. Advertising is an aspect of marketing that focuses on paid promotions.

The goal of advertising is to connect with the right people and inform them about what you offer. Data suggests that in 2023 the average American is exposed to 4,000-10,000 ads per day. So for an advertising campaign to be successful, you need a unique angle, copy, or video creatives with a WOW factor. Something easy to recall that will get people to take action.

What is Local Lead Generation Vs. Marketing?

Local lead generation is an online business model that uses local SEO hacks to get websites to the top of Google search engines. Data reports that Google receives 8.5 billion searches per day and over 99,000 searches every second. Lead generation is a chance to get in front of a ton of people actively searching for your product or service.

The concept is easy. Build and rank generic websites in the right location that offer the right service. Then, get your site to the top of the SERPs. Research says that users click Google's first result 39.6% of the time. But at the top, you get organic traffic. And once your site produces leads, it's a way to make money investing in digital real estate.

You own the website, the tracking number, and the leads. So you're like a digital landlord that 'rents' websites and sells your leads for profit margins between 85%-90%. Local lead generation is a learned skill. But that means there's a higher barrier to entry. As a result, it's less competitive than other marketing tactics. Learn the process, and you can scale fast. Then you own a passive income and valuable digital real estate. 

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