What is Marketing?

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What is Marketing?

Marketing is a widely misunderstood concept. The term 'marketing' has been thrown around by various types of consultants who want to take a piece of the marketing budget. Marketing is a discipline that has been manipulated to mean things it is not. Marketing follows the four P's. This is marketing:

  • Product - Organising the product and service offering of a business
  • Price - Deciding on the pricing strategy of the products/services
  • Place - Assigning the distribution and delivery methods of the products
  • Promotion - Planning the promotion of the brand and product/service.

These desicions are based on thorough marketing research and the analysis of data into:
  • The market environment
  • Market segments
  • Competitors
  • The company, its history, resources and direction

Marketing is not simply:
  • Selling
  • Advertising
  • Branding

Instead, marketing organises, directs and controls these activities. The selling, advertising and branding strategies are dictated by the marketing plan.

The marketing plan is based on market analysis which is created from marketing research. Marketing research directs all of the activities under the marketing banner.

Tradtional Marketing

Traditional marketing or offline marketing is implemented with traditional advertising methods:

  • Television ads
  • Radio commercials
  • Print - newspapers, magazines, leaflets
  • Billboard & outdoor advertising

Traditional advertising is focused on reaching the masses with creative material.
Due to the large budgets involved in organising and implementing offline advertising, it is often out of reach of companies with small marketing budgets.

Traditional marketing is generally very expensive and less targeted in comparison to online marketing. It is very difficult to measure traditional advertising effectiveness accurately.

Online Marketing

With more people and more of your customers using the Internet, the importance of Internet marketing is clear. Prospective customers and other businesses looking for your products and services are searching online for your solution.

Internet marketing, or online marketing, is very cost effective. It can be as targeted or as broad as you wish. Marketing budgets are easily manageable and small budgets can be used more effectively than in traditional marketing and advertising methods.

In all methods of Internet marketing you will be promoting your website. Just as most traditional offline marketing now points customers to their website. Online marketing includes:

  • Search Engine Optimisation
  • Search Engine Advertising (Google AdWords)
  • Online Display Advertising or banner advertising (often using Flash animation)
  • Email Marketing
  • Full Web Traffic Analytics

Attractum™

We guide your marketing efforts by working through four key areas to reach a definitive mixed media marketing strategy:

  • Research - analysing your unique business environment, researching your online potential.
  • Business and Product/Service Development - identifying unique market segments and opportunities, developing a definitive online presence.
  • Branding - develop, promote, and manage your product/service and/or business identity; both online and offline.
  • Advertising - utilising and monitoring appropriate mixed media according to your marketing strategy's recommendations

Contactus today to dicuss your marketing needs


Services |  Mixed Media Marketing |  What is Marketing?

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