If you enjoy researching and learning about everything related to the field of marketing, here you will find out what marketing is , its characteristics and benefits.
Learn a little more about marketing as a commercial alternative.
What is Marketing?
They are the mechanisms and actions that a company establishes to study the needs or circumstances of a consumer universe in a specific area, and once detected, the applicability strategies are established to cover that need or circumstance through its product or service.
Terms associated with marketing: marketing, which comes from the English word market: “ Market”.
There are also two modalities, such as marketing or marketing, which are within the management and application in this area.
When did it arise?
Marketing begins through the dynamics of giving and receiving established as exchange or barter in past civilizations, which determined the first notion of the concept of marketing itself.
The decisive and significant event for the transformation of this system; It was in the industrial revolution and the consequences that were generated, such as capitalism and mass production, that the appropriate scenarios for what we call marketing began to be propitiated.
The first formal research on marketing was carried out by Lewis Wild in 1914, a member of the American Economic Association. Thus, this term dates from the time of the First World War, contrary to what they think when relating it only to the XNUMXst century.
Years later, in 1936, the Journal of Marketing emerged, a type of journal for people related to marketing, published by the American Marketing Association (AMA), which is still in force today.
It was in 1960, this association that first defined marketing as
“ the performance of business activities that direct the flow of goods and services from the producer to the consumer or user .”
In 1936, Jerome McCarthy's concept of the 4Ps of Marketing emerged.
After the appearance of television in 1967, one of the forerunners of marketing, Philip Kotler, appears with his book Marketing Administration.
In 1985, after the first personal computer appeared, the AMA redefined marketing as "the process of planning and executing the conception, pricing, communication, and distribution of ideas , products, and services to generate exchanges that satisfy individuals and organizational objectives."
How was marketing done in the beginning?
During the industrial revolution, innovations were decisive for the start and rise of marketing; This is how the printing press would fundamentally affect the massive publication of information and allow people to learn about topics that went beyond what was heard from other people.
The implementation of a mass production of articles gave people access to information that, at first considered a luxury, became more affordable through market diversification.
At the end of the century, the magic of technology was born that would change and transform the world from a cybernetic point of view.
The interaction and management of information led people to change their consumption habits and customs, and therefore the marketing pattern and methodology traditionally managed by companies.
The alternative of mass dissemination such as the press, radio and television, prompted the study and analysis of demographic characteristics of the public, a traditionally used marketing mechanism.
The telephone was born in the XNUMXs, this innovation determined the birth of the technological marketing alternative such as "telemarketing", a model in force to this day, accepted by many people and rejected by others.
Various forms and ways of invigorating marketing have been handled for decades, despite the appearance of the Internet, which determined a before and after in the innovative world of marketing.
What incidences and scope did marketing have?
It can be deduced that the factors in the marketing area are directed more to the impulse and promotion of products and services, this being understood as the goal or scope given the fact that the target consumer visualizes that the product or service that is offers is your best option.
Today, people have few sources of information that give them the opportunity to establish a criterion on the quality of the product offered, whether or not it is of good or poor quality.
Marketing Basics
The foundations make up the convergence of a group of criteria and concepts that define, in their context, what marketing is and the arguments on which the essence itself is based. These foundations were accumulated over time at different times, given the changes that have been generated in consumer behavior over the years, which have been subjected to studies and analysis, obtaining results that remain current today and form important part in the basis of strengthening the concept of marketing as such.
Forerunners of marketing
Below we will mention the main precursors of marketing; and how they have evolved over time, having great importance and relevance in business development and the field of marketing.
Philip Kotler
North American born in 1931, considered, among others, one of the fathers of worldwide marketing. He conceptualizes Marketing as:
“…the articulated administrative and social process, through which the consumer obtains what they want and need through the generation of desire, supply and demand, and the exchange of value products.”
Seth Godin will say too
A pioneer in creating digital marketing companies, Yoyodyne, later acquired by Yahoo! in 1998. This being one of the largest groups in the world in digital technology. He determined marketing as the mechanism that has the ability to attract the public and catch their attention.
martin fishbein
Precursor of the theory of multiple attributes; how perceptions influence people's determination and decision. He stated that "people's purchasing decisions are affected by the forces of influence acting on them."
Jerome McCarthy
Founder of the ¨Marketing Mix¨ or marketing mix, he added one of the most applied foundations for understanding marketing: the 4p's. He established that the relationship between product, price, promotion and point of sale are the fundamental variables and/or factors for a company to apply its marketing strategy.
What are the marketing objectives?
Over time, marketing has been influenced by multiple criteria and transformations in human culture with a direct impact of technology. Necessary questions raised But where does marketing lead? What is your purpose within a company?
There are various objectives that marketing manages. To facilitate understanding, they can be divided into general and specific.
General objectives
- Strengthen the growth of its structure; In the structural scheme of a company there are opportunities and threats for its stability and growth, there are circumstances that must be faced and resolved through marketing in order to obtain optimal development, applying appropriate strategies.
- Determine alternatives for the development of solutions: this is important in the sense that the company integrates its audience, the problems and needs that it must prioritize.
- Bring profit to the company: in other words, bring a return on the investment made in marketing actions.
- Guarantee the activity and dynamism in the market, with the intention that the brand is always present, not remain anonymous.
Specific objectives
- Process of capturing and creating a loyalty line for new customers, translating this to the call of people to renew the staff, since maintaining the current one is more expensive.
- The distribution and/or service of the product must have an optimal distribution, consonants, that are in accordance with the geographical area, in which the distribution of the product has to be handled; in order to obtain an effective and efficient distribution.
- Competitive prices; It will depend on the strategy with which the product is presented or handled., This application will determine the consumer's attitude towards the presentation of the product.
- Exceed customer expectations, applying strategies that determine identification with the product and the media as they contacted or learned about it.
types of marketing
Over the years, various forms and types of marketing have been handled, each one having its impact in its time, generating changes and transformations in consumer behavior, forcing business owners to apply important market strategies. , given the dynamic changes in the global economy.
Offline Marketing
The actions that were executed before the appearance of the Internet are located in this modality.
Online Marketing
Online marketing includes all applications that are developed over the Internet such as web pages, email, social networks, instant messaging.
The impact that the Internet has generated, consumers perceive how companies consolidate their efforts in attracting public attention.
Direct Marketing
It is aimed at a consolidated group of people who can be part of a group or a company database, through a message sent via email, text message, etc.
Indirect Marketing
All messages are handled here, which are transmitted to people without a clear commercial intention.
Niche Marketing
This type of marketing is referred to a specific group of target consumers, who, validating their profile characteristics and similar and specific interests, develop specific marketing strategies to solve their problems.
Segment Marketing
In this case, the segments encompass a number of people with less specific characteristics, but nevertheless have a similar profile or interest.
Mass Marketing
This marketing modality seeks to reach a significant number of possible people, without distinguishing which niche or market segment it belongs to.
neuromarketing
This marketing modality aims to understand how the person's psyche reacts to factors and/or stimuli that determine and influence the consumer's choice and purchase decision.
Manage and/or understand the behavior of the consumer, monitoring the phases of conduct, articulated to the attitude, with regard to follow-up, monitoring and decision-making, in the selection process and final purchase.
social marketing
This type of marketing is part of the daily incidence in the economy and in the social and daily environment of the consumer. It takes into consideration, variations of the common life of a community and its social environment.
guerrilla marketing
They normally affect production strategies, where they generally have an impact on consumer dynamics, stimulating their creativity with lower costs.
Generally, consumers have their family economic structure, and manage a microeconomy, where they develop skills and consumption strategies, and obtain in the process of purchasing products and/or goods and services, that is, the best cost-benefit as a satisfactory result for the family.
influencer marketing
In this type of market, the influence of social networks and communicators (influencer) who are in charge of the accumulation of followers have a great impact, which within the applied strategy, influence is managed through communication tactics for taking of consumer decisions regarding a product or service.
Referral or Indication Marketing
This marketing modality is used by companies, establishing a line of business recommendation, using a line of reference and recommendation between clients, which will influence in one way another in the consumer's purchase decision with their recommendation.
Marketing and advertising
Some people tend to confuse marketing and advertising. While it's true they share the same scope and objective—effective sales—they employ different methods, strategies, and mechanisms in both form and substance. Comparing marketing and advertising yields the following results.
Advertising is one of the tentacles that marketing has with the aim of applying techniques and strategies for a company to successfully achieve the desired sales.
Marketing includes various activities to present and offer a specific product or service to a specific consumer, such as:
- The presentation and knowledge of their profiles and characteristics,
- Be clear that what is offered meets the demands of the consumer and will cover their needs in a satisfactory manner.
On the other hand, advertising aims to promote the product or service to the consumer, who shows great interest, and thus increase sales.
How did marketing go digital?
The digital marketing alternative transformed the way of doing business. Consumer behavior regarding the handling of product information was decisively changed. Consumers have the option of google or social networks to research the features and profiles of any product or service that interests them.
Consequently, since the invention of the Internet, marketing received a great impact and consequently a transformation, changing the company-client relationship. Given this transcendental change, the strategies are aimed at capturing and establishing greater trust in the client. At this point, there are important aspects that you should consider.
There are various strategies in digital marketing and the latest trends. This type of marketing has achieved excellent levels of participation from advertisers. If you wish to delve deeper into this topic, we invite you to read the following links titled Online Marketing Strategies and Digital Marketing Trends.
La rise of content marketing
Content marketing is an alternative to interact with the consumer, from the statement of the consumer's problem or need to the presentation of the business and the problems that the product or service solves.
Content marketing contains a message of additional value so that the consumer decides to make a satisfactory purchase.
How to create your own brand?
There are countless brands in the market, but the business world is ambitious and therefore the people who live in it. That is why a large number of them take the initiative to venture into the creation of their own brands; this implies a series of commitments, both personal and creative; In this article, we will indicate in a summarized and precise way some important points that must be considered to start the creation of your own brand, from the perspective of the company and the client.
These points are part of a universe, but they are considered the most important, since according to our criteria they determine the main directions when defining a precise and objective image of our brand. The choice is what determines our personality, so it must be understood that it is very personal and there is a very intimate connection and, consequently, they are key decisions and require concentration and a great sense of belonging.
Keys to create your own brand
To create our own brand, it is important to follow some keys used by experts. Below we will refer to some of them.
Who are we targeting?
Although it is true that the sense of creation literally has our personal and characteristic stamp, since we capture in it our feelings, emotions, without flavors; we must objectively consider that the last word and the basis for the success of our creation rests with the consuming public.
Important point that should not be forgotten at any time, since it will determine who we offer our product to. In short, it will be the consuming public who will decide if it is in accordance with their style. So it is necessary that you look around you, specify your competition and identify their position, or what you want your target audience to be, consequently dedicate yourself to investigating their needs and what arouses their interest.
We must ask ourselves these questions: who is interested in your products? What differentiates your product from others? What kind of people does this difference positively affect? and based on determining their answers, establish and/or apply the respective strategy.
How to communicate What will my message be?
The message must be determined and have the scope, according to the interests of the target audience, handling a language that is appropriate and that adapts to the requirement, and "be online" of our consumers.
Search “your emotion” to connect with your audience
Within the marketing strategies, there is the management of the psyche, the direct or indirect linking of emotions at the time of making a decision by the consuming public. It is determined that messages linked to emotions manage to overcome any doubt or uncertainty, so the goal is to build emotional connections with our target audience and our brand.
The scope of this connection lies in the fact that it intrinsically creates the commitment of loyalty and trust with the target audience, so that, if there is any circumstance in the market, it remains committed to the brand, given the pre-established connection. between the company and the target audience.
If you consider yourself a marketing professional, I invite you to learn more about this area: Marketing actions to improve your strategy
Analyze how you want to be perceived: Positioning
An important part of what will create our brand image is derived from positioning: communication model, sales policy, personal attention, how the product/service should be presented, among others. It is necessary that the real positioning of the company is known internally from its outside.
Design a name that expresses everything you are
The brand name is one of the most important elements. You have to be very strategic when choosing the name and not get carried away by your own whims, since it will be the element that will make us stand out from the competition; It is extremely important to properly define the name that can best represent our objectives, positioning, target audience, among others.
The graphic construction
The graphic image of the brand is the final art, the initiation of the process. The graphic image will allow it to be saved in the memory of the target audience so that it can be recognized visually.
At the time of graphically determining a brand, it is necessary and essential to design it taking into account a previous analysis (message, target audience, positioning...).
Who is our target audience?
Important aspect, that you cannot neglect, since it is the basis that will determine who we will offer our product to, we express emotions, we show our colors, feelings; in short, it will be the public that will determine the line of connection with our style.
Then you visualize your environment, your competition, and identify what or who you want your target audience to be; Consequently, investigate, find out what their needs are and what they really want.
How to communicate What will my message be?
Before creating, we have to think about the base, determining the message that we want to convey, given that in addition to being important, it must be sustainable over time.
The information contained in the message must be defined and determined according to the interests of the target audience, using a consistent language that adapts to the line of communication and understanding of the consumer.
What are sales?
At this point, it's important to understand what marketing and sales are . These are activities designed to encourage customers to make a purchase. The concept of sales is quite broad; essentially, it's a negotiation where one party offers goods and/or services, while the other pays to obtain them according to their needs and interests.
To make a sale it is necessary to finalize the negotiation. Sales occur both in companies, which must sell their products and/or services, and between people.
Applying this concept to the professional sphere, the sales department is fundamental to a company's growth. Sales are essential for activating the company's operating system; without them, there is no revenue and, consequently, no growth.
sales process
In the sales process, a model of rules, actions and activities is managed, managed by all the actors of the commercial area and that contains the following characteristics:
- Educational: capable of instructing the parties, with the possibility of being used by anyone in the area.
- Measurable: It has the capacity to grow uniformly, supporting the increase in demand.
- Foreseeable: it has indicators for reviewing the results; and includes expectations of results to be met in the period.
Sales Funnel
The sales funnel is the representation of the phases of the process through which a potential client goes, from the beginning of the commercial relationship with the company to the materialization of the sale.
How to sell over the phone
Companies and their sales teams have been affected in recent years by changes and technological transformations such as the Internet.
Telephone sales techniques have not shown the effectiveness expected by companies.
Consumer behavior has been changing and has also been affected by these changes and technological transformations, consequently there has been a more demanding attitude regarding the recognition and quality of the product.
Given this incidence, the modality has had a considerable drop, given that the consumer is no longer interested in wasting time on the phone, offering a product where he could not verify or meet its demands and needs.
How to sell online
The actual consumer in this type of sale is identified as a "prosumer." He handles a high rate of online information. It is the prosumer, its fundamental characteristic is the direct search and the particularity that goes directly to the brand or product. The prosumer generates information linked to their behavior in the search process.
However, it performs a data verification to have knowledge of the operation of the product or the quality of the service, consequently this will optionally give you the possibility of establishing who offers the best option, the current consumer verifies multiple short and precise investigations in the search of objectives which are of his interest, for that reason his attention to such searches is short, without wasting time in it.
To offer internet sales products, you must have a good website, which is under your domain, as this would guarantee the quality of your service.
Once you have the domain of the website, it is essential to have conversion points on the site, such as product and price pages, so that the consumer can have the freedom or ease of consulting other alternatives.
Moving to the previous stage, it is essential that the client takes possession of your site.
One of the recommendations that are generally handled is the use of Inbound Marketing strategies so that through this the user is located in your company.
It is necessary that you do a solid job in SEO so that in this way your site is located in Google, Social Networks to increase the recognition of your brand, create Landing Pages to capture future customers.
Terms that are linked and articulated in the actions and strategies of the company, these actions must be in line, a single objective, a single gear, but this is not always the case.
With the consumer becoming more informed with the internet, marketing begins to sell and make contact before the consumer and sellers, before business relationships. Establishing the first contact strategies between the parties.
This scenario has put the marketing teams in a position of responsibility and commitment, in the generation of company income. With this strategic symbiosis, which in its beginnings did not mesh properly, generating conflicts, today, it is considered the determining factor in the satisfactory results of companies.
benefits that perfectly mesh linearly in the two areas are:
- Have aligned and joint goals.
- Measure the best impact of marketing actions on sales.
- Have a lighter roll.
It is decisive that these two figures work precisely in the process to obtain a satisfactory result within the organizational structure.
