Despite the evolution of technology and the communication channels that exist today. Marketing or digital marketing is still little or badly exploited by companies. Every entrepreneur or project manager, when opening a business, focuses almost exclusively on the product or service provided. And they only think about marketing when they see that the results obtained are not what they expected. Moreover, it is a big mistake to think that marketing will solve all business problems, such as improving conversion, or increasing sales, or brand visibility, among others, by a single day. Let see the importance of marketing.
In order for you to understand the importance of marketing for companies whether it is an SME or a large company. Why today it is almost impossible for companies to do without it? How to work in marketing? But before continuing with the subject, let’s define what marketing is.
What is Marketing?
We can define the process of marketing or digital marketing according to the economic and social mechanism by which individuals and groups have the role of satisfying their needs and desires by means of the creation and exchange of products and other entities of value for others. Marketing is about identifying and anticipating customer needs and meeting those needs in a profitable way of consumption, both for the business and for the consumer.” Today, the internet has become a vital part of online marketing.
Vital part of online marketing
When it comes to marketing, it can be understood that identifying customer needs and understanding how your product can reach you in the most effective way possible. But also, one can anticipate needs by studying customer behavior and how it might affect product demand in the future. Then satisfying the needs of customers must feel that the service provided by your company generates for them a benefit (satisfaction). And profitability, no one starts a business for charity. “Profit” is the primary goal and survival of every business.
But you should also know that there is management marketing, which consists of planning and implementing the development, pricing, promotion, and distribution of an idea, a product, or a service in view of a mutually satisfactory exchange for organizations and individuals alike. All this, with a single objective of transforming potential customers, prospects, into real customers for the company. But it depends on the quality of the marketing used. If the strategy is effective, it will encourage the consumer to buy.
There are different types of marketing today:
There are several types of marketing that all meet the same objectives: sell your product or service, build customer loyalty, identify new consumers or customers such as:
direct marketing
It is a type of public relations marketing that directly contacts the customer with different communication channels such as emails, telephone, social networks as well as all communication blogs. This method is perfect for customer relations and for effective marketing communication in determining the exact needs of customers with the product that corresponds to them.
operational marketing
It is the action of the 4 Ps (product, price, place and promotion), control and deed-back. But also it is the complementation of the marketing strategies which makes it possible to put into practice the objectives fixed beforehand during the phase of the strategic marketing, it fixes actions and means to reach the goals. It is therefore in this part of marketing that the creation and operation begins, and this by implementing different means such as posters, campaigns, blog marketing, blog communication, etc. It is also about the communication strategy
Marketing mix:
Is defined as the set of tools available to the company to achieve its objectives with the target market and includes all the decisions and marketing actions taken to ensure the success of a product, service, brand or brand on its market. . It is traditionally considered that the decisions and actions of the marketing mix are taken essentially in 4 main areas which are:
- product policy,
- pricing policy,
- communication policy
- distribution policy.
The marketing strategy
Some common marketing strategies create awareness of the product and give it a context that stimulates the desire to own it. Here are a few, including demonstrating scarcity:
- developing a “we” connection between consumers and the product,
- interacting with social media (such as media marketing, email marketing,
- determining the need for a product modify existing products or create new products,
- determine the best way to reach potential customers,
- create marketing campaigns and confirm customer relationships.
The role of marketing in business
Study the target audience
The study of the destination market of a product is an essential phase when one wants to embark on an entrepreneurial adventure. When this is not done, one can have unpleasant surprises. By honestly studying our target audience, we can understand their needs and motivations. It is on this basis that a company can claim to serve them better.
Search for an identity
Marketing drives the search for inspiration and creativity, these are two skills that have a lot to do with the success of a company. It is thanks to creativity that you will be able to position yourself in markets as saturated as real estate, mobile telephony or other sectors in which you operate. It is he who makes it possible to meet customers and understand them in order to adapt the message to be conveyed, this is the marketing approach.
Consumer needs
As we discussed in previous points, marketing not only encompasses consumer needs, but also helps create them. It really starts with understanding your potential consumers. It is true that marketing cannot create a need, but many marketing campaigns are based on creating awareness of a product, an image and the opportunity to own it. What is important is that this awareness to some extent creates the need.
importance of marketing in a business today
The key concepts of marketing include activities ranging from the creation of the product to its acquisition by the customer. Everything revolves around the product and the customer. This is why it is so important to understand the lifespan of a product. All this is obviously the subject of marketing in business.
Marketing practice also takes the initiative to “roll out” the new product or service to the market, preparing the necessary communications and targeting specific markets and customers.
Leaders measure success by calculating time to breakeven and units sold versus forecast. The celebration of marketing begins when the crossover point is reached, i.e. all design costs are consumed and the profit boundary is crossed.
But the marketing team’s involvement and influence doesn’t end there. Their responsibility then consists of nurturing the product, promoting it and communicating with customers. Serve as a brand ambassador in support of the sales team. Provide continuous field intelligence to enable adaptation to the initial design to extend the product lifecycle timeline.
Today, it is because of market competition that marketing is so importance of marketing for businesses.
- Improving the relationship,
- analyzing behavior,
- studying competitors,
- monitoring the brand,
- optimizing conversion,
- looking for trends,
- planning actions,
are some of the things that importance of marketing can do for the business.
Unfortunately, many businesses still view marketing in a very simplistic way and think that it boils down to:
- distributing flyers,
- advertising,
- creating a website,
- video
- sending emails. -mails.
It may sound like overkill, but seeing importance of marketing this way, in addition to wasting resources, over time can lead to business failure.
I am also not saying that marketing is a guarantee of success, but that it makes life easier for the company and reduces the risk of error. As mentioned earlier, it facilitates understanding of the market and the implementation of actions, increases sales and profitability and identifies trends for rapid adaptation.
If you are new to the market, think before doing market studies and also marketing studies to better understand the marketing approach and the facet of marketing and these strategies as well as these importance of marketing tools.
If you want to launch your business, first of all, define a importance of marketing plan, without forgetting to define a strategy and the marketing project is the right line to define the image of the brand. Before serving a customer and influencing, you must understand it. Marketing is for that. Remember that business success is defined by those who buy the product, not by those who make it.
It’s about marketing. digital that takes place only in the digital world of the internet. Indeed, it is the marketing used on social networks, for the creation of content, the optimization of the company’s website. Digital marketing makes it possible to target a large number of targets more quickly.
The process offers each customer a unique experience to better target them, thanks to the published content. But digital marketing also makes it possible to study the data of each customer in order to distinguish their needs and their desires.
relationship marketing
It is the most requested. This marketing is based on the relationship with customers and their loyalty. Which therefore translates into continuous communication with consumers and the maintenance of relations between the two parties. This is marketing and communication.
Interactive Marketing
Is based on the use of various technological and electronic means of communication and existing multichannel in order to push towards the most possible sales of products and service proposals. These different electronic means are messages, smartphones, computers, etc.
Strategic Marketing
It is the marketing environment analysis, market analysis:
- the SCP (segmentation, targeting, positioning of the company)
- the SWOT.
Moreover marketing a kind of marketing aimed towards the development of the means of sale and trade.
Product Marketing
It allows to sell products that are previously defined and prepared or even created. The aim is to make consumers want to use or buy the product concerned.
