Have you ever tried to find out what the goal
of marketing is? What are the challenges for marketing professionals? Even what
is marketing and what does success depend on?
We never try to gather knowledge about what we
want to explore for our business and strategy. Before planning any marketing
action we have to set up our goals and functions for what we will do.
The main goal of marketing is to increase
profits by satisfying customers. Improving the management structure of the
organization should also be noticed. Also, other departments of the company are
trying: sales, staff, supply, and others.
At the same time, marketing has three goals of
Motivate the target audience to
order a product. Logistics is responsible for the supply of goods. The sales
department is responsible for concluding transactions with buyers;
Conquering market niches, bringing
products or services to new markets;
The combination of a commercial
offer, product, packaging, design, price, delivery, and payment terms demand
work in the organization
To achieve these goals, marketers and their
assistants from other departments solve many problems.
They determine the company’s
market niche, its plans, and its target audience. Because it is impossible for
all people to work together effectively.
Identify issues relevant to the
Decide what kind of pain a
particular product or service will relieve people.
They analyze people’s requests
from the selected target audience. Search: What are the advantages of the
products they are interested in first, the prices seem reasonable.
They study competitors ’trading
offers and prices in a specific niche: products, their costs, additional
services, discounts, promotions, and special offers.
Evaluate the change in demand.
Choose channels to communicate
with the target audience.
They organize events to increase
demand, sales volume, and company awareness. These include launching advertisements
on the internet, placing presentations, distributing leaflets, etc.
Analyze the effectiveness of
Functions In Business
Problem-solving methods are called functions.
Marketing functions are divided into seven groups.
Analytical work includes data collection,
organization, and processing, conclusion formulation, estimation, and strategy
for further action. Marketers analyze niche, competitors, target audience needs
and behavior, internal activities of the organization, and corporate
The synthetic-strategic group includes
extensive market research. To do this, help is urgently needed:
Colleagues in other departments;
The communication function provides contact
with potential buyers, collecting information about them.
The goal of marketing products is to provide
the audience with information about pain, dissatisfied desires, and
preferences. The sales function helps to answer this question: how, when, and
in what quantity to deliver the product so that people are motivated to buy.
The marketing management function is divided
into two parts. On the one hand, it is departmental management and control over
the work of its own staff. Management functions include the transfer of
information to company management about the recent market, consumer and
technological trends, changes in the work of competitors. Marketing strategies
and techniques should complement each other, leading to the achievement of the
You cannot be tempted by short-term success.
Every innovation and every advertising campaign will certainly provide
long-term benefits. Marketing strategies need to be clearly based on the
results of research.
Advertising campaigns must adapt to constantly
changing requests, competitors' actions, new laws, and more. If the market
conditions are most favorable to be profitable, then a trade offer has to be
Of Marketing For Business Development
According to the “privacy” of the proposal,
marketing is divided into direct marketing and content marketing. In the first
case, your component is an open call to order a service or to purchase a
product, which you have added to the list of benefits. The person immediately
sees the seller.
When content marketing is applied, the target
audience does not see the call to purchase. But information for thought, a
neutral description of the product and its application. People decide for
themselves whether the proposed option will save them from problems. Users will
initially perceive the company as an expert, not a seller.
According to the scale of activity, marketing
is mass, segmented and centralized. In the first case, no product optimization
is required by the target audience. The exception is price. Mass marketing
focuses on providing the most advertising. It will come in handy for well-known
Adjusts offers to target different marketing
audience segments. But its main goal is to promote the brand in all market
segments. Centralized marketing takes products and services strictly to target
According to the impact on consumer demand,
marketing is divided into conversion, stimulus, developmental, re-marketing,
synchronous marketing, support, demarketing, and protest.
Conversion marketing is used when potential
customers know but do not like any product or service. Motivation marketing
works with people who don't yet know about you. Promotional marketing brings
out the hidden hopes and aspirations of the people.
Remarketing works with people who have already
become customers, reviving dead demand. Synchronous marketing stabilizes demand
fluctuations if they are associated with the season, time, etc.
Supportive marketing maintains an achieved
balance of supply and demand. D marketing reduces demand. Such strategies will
help if the company is not ready to offer products and services to everyone.
Countervailing marketing reduces the demand for alcohol and tobacco. The state
is engaged in such marketing.
Tools In The Organization
They are divided into three groups: objects,
ways to increase consumer demand, and means of promotion. Items include a range
of products and services, as well as their prices.
Ways to increase consumer demand are:
Memorable product design,
Presenting and selling products
during exhibitions or fairs;
Discounts, bonuses, gifts,
promotions, special offers;
Other means of attracting buyers'
Promotional channels are divided into offline
and online. Ex does better with former brandings, such as creating company
images. The goal is to increase awareness and audience loyalty. Offline
Radio and television advertising;
Advertising in newspapers and
Leaflet distribution, etc.
Online channels are needed if the target
audience is inclined to search for your products or services online. Online
Contextual advertising - displaying ads on
Bing and Google SERP pages;
SEO - Site optimization for search robot
requirements. As a result, pages at the top of search results for given requests;
SMM - Promotion on social networks;
Targeted Advertising - A combination of offers
in the target audience segment. Only people in this group will see the ad;
Banner advertising - placement of banners on
the websites of partner companies, i.e. advertising images;
Teaser advertising - Placing interesting and
shocking messages on partners ’assets;
Influencer Marketing- Spotting space through
social media influencers with different elements.
Viral advertising - Launch a brilliant post or
video that grabs the attention of the target audience. If the element arouses
an active reaction, the man himself will begin to share it;
Content marketing - It is a promotion based on
the dissemination of useful information: expert articles, customer reviews,
useful tips, etc .;
Promotion on aggregator sites- Put
announcements and information about the company on the page of such assets;
Sending push messages- pop-up notifications;
Email marketing - sending messages through
For the long-term success of promoting your
company, use online and offline channels in an integrated manner.
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