All companies – regardless of the industry – have one thing in common: they all want to meet specific business targets. Succeeding will not be possible without appropriate measures. At this point Marketing comes in handy. What is? What are its types? Which forms are the most effective? Now we will explain to you what marketing is all about.
Marketing is a concept that is defined in various ways:
- according to the American Marketing Association (AMA), it is any activity aimed at creating, communicating and delivering products which have value to the customer and partners;
- Philip Kotler and Kevin Lane Keller define marketing as activities aimed at identifying and satisfying human needs.
- There is also, among others, a managerial definition of marketing, according to which carrying out specific activities is aimed at increasing the sale of certain goods.
Types of Marketing
Marketing is a very broad concept, which is why it can be divided into several types. Some of them are the result of modern times – spread of the Internet.
Internet marketing (e-marketing) is one of the most popular types today. These are all activities that include the development of a strategy for introducing a product to the market and its promotion. This way, you can increase the company’s visibility on the web.
Personnel marketing covers enterpreniers’s activities aimed at building and maintaining the image of a friendly, attractive and responsible company for employees.
Sensory marketing is defined as activities that engage all the senses of potential customers. This way, certain associations and reactions can be evoked in them, contributing to increasing brand awareness.
One form of sensory marketing is scent marketing. It is about aromatizing rooms to create a pleasant atmosphere, e.g. at the point of sale or at the customer service point.
Sports marketing refers to activities aimed at promoting specific products, e.g. by sponsoring sports (sports teams, leagues, athletes, etc.).
Word of Mouth Marketing
This concept covers activities through which marketing information reaches a potential customer. The most common channel of communication is direct discussion.
WOM marketing is connected with the so-called Buzz marketing. It is a method of getting people to talk about the subject of the marketing campaign with other people.
Mobile marketing refers to activities that use many tools, e.g. SMS advertising, SMS, MMS surveys, etc.
The above mentioned forms of marketing are in fact the tip of the iceberg and hardly exhaust the subject. It should also be remembered that each of them has its own subtypes and it is difficult to find a specialist who would be comfortable with all the types. Therefore, a given form of marketing that we choose should be closely related to the group of recipients of our products or services.
Internet Marketing – “to Be or Not to Be” of Modern Companies
Although marketing has many names, Internet marketing is the foundation of its activities. It is one of the most dynamically developing branches of marketing – due to the fact that you can find many potential customers on the Internet.
The main goal of Internet Marketing is to increase the visibility of a company on the Internet. The activities focus on building and strengthening the brand-recipient relationship. It is a relation in which the role of a potential customer is much greater than in classic marketing. Here the customers are no longer just passive recipients of messages. They can have a dialogue with the brand and respond to specific marketing activities.
There are many techniques and tools that can be mentioned when it comes to Internet marketing. Here are the most popular:
- website positioning,
- Google Ads,
- mailing campaigns,
- content marketing,
- viral marketing,
- social video marketing,
- social media marketing,
- influencer marketing.
It is worth emphasizing that online marketing activities should be carried out on many levels. Only then will they increase the chance of achieving satisfactory results that will bring you closer to meeting your business targets.
Marketing is not only selling …
Although marketing is associated with sales activities, its role is much wider. It also includes, among others: communication and knowledge of the market, analysis of activities carried out, preparation and implementation of specific strategies.
Limiting to sales only will not bring long-term effects. Here, you need a carefully thought-out strategy that includes many different activities carried out with the use of various techniques and tools.