What is marketing?
Marketing is integral for all businesses. Ultimately marketing is an inte
gral part of the communication process in which individuals and groups are informed of, made aware of, or persuaded about a topic or product. Within a company or organisation, marketing is described as the way of finding
customers and informing them about a product or service that appears on the market.
Marketing is often confused with the concept of advertising, but this is a mistake as
marketing is a much broader topic. Marketing is the complex process of creating the customer, identifying the clients' needs, keeping the customer, and satisfying the customer. Put simply, marketing is everything the
company does to find customers and keep them, while advertising is one
of the tools to show customers what is on offer. In the business world, with the customer as the focus of its
activities, it can be concluded that marketing is one of the premier
components of Business Management - the other being Operations (or
Production).
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Business Marketing - explore the opportunities
Marketing refers to the systematic planning, implementation and control of a mix of
business activities withing an organisation that when combined intend to bring in clients, is advantageous for the business and results in an exchange or transfer of products. Marketing projects often require a project leader, copywriter, designer, advertiser, business development manager, account manager, as well as an overall Marketing Manager. The way in which a product or company builds its brand is imperative to the success of the business, in terms of the way it is perceived, bought and believed in.
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Traditional Marketing
The goal of marketing for most businesses is to generate growth or at
least maintain their position in the market. Obtaining more customers who buy products or services,
whilst simultaneously keeping former customers happy is the other aim of marketing projects. In order to create this growth effectively
requires a plan, known as a marketing plan, in which knowledge and ideas interact
with the strategy and tactics. This marketing process continues constantly with the various parts
integrate with each other. By combining the information into a
marketing plan created a structure that is easy to follow.
There are four main elements of the marketing process:
- Obtain information and build an understanding of the market and its various components, eg through market surveys/research.
- Analyse data, devise a marketing plan based on the choice strategy.
- Decide on various marketing options, develop action plans, such as advertising campaigns.
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Follow up marketing efforts, analyse the results and build on this knowledge of the market, such as expanding customer list.
Whether you need to refresh your memory on the marketing techniques, or you need inspiration into how a marketing campaign can turn your business around, a training course in business marketing will be well worth investing in. Those that work in Marketing will benefit greatly from keeping up to date with the latest trends, technology and styles of marketing across the industry.
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Digital / Online / Internet Marketing
Internet marketing, also known as digital or online marketing, involves the use of the Internet to advertise a
product or service. In recent years web-based marketing has had a stronger hold on the way companies invest in marketing, and depending on the industry can be more effective. Successful internet marketing involves a having great
domain, an optimised page and various campaigns to drive traffic. Additionally in online business marketing, its imperative to have a solid web presence, which can be achieved and maintained in a number of ways including frequent information updates, blogging, forum posting, linking strategies and directed traffic. Following the exponential growth in online marketing, there are a large number of companies working with SEO (search engine optimisation), and there are a number of specialist organisations and individuals around that have the knowledge to make sure you get the most out of your online website. However, specialist knowledge comes at great cost, and there are alternative ways of acquiring such knowledge than hiring experts in. Taking a course in online marketing can for example provide you with the skills to build, maintain and expand your businesses marketing strategies online.
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