What do we mean by marketing? How about this for a definition?
The management process through which goods and services move from concept to the customer. It includes the co-ordination of four elements called the ‘4 x P’s’ of marketing:
- identification, selection and development of a product
- determination of its price
- selection of a distribution channel to reach the customer’s place
- development and implementation of a promotional strategy
It is based upon thinking about the business in terms of customer needs, and then satisfying those needs. It differs from selling (although some would argue that selling is actually a subset of the marketing process) in that selling is concerned with the actual transaction – getting people to pay for the products or services. It does not concern itself with the values behind the transaction.
And it’s very big business …
Big companies regularly spend hundreds of millions of pounds on marketing. Apple spends around $1 billion. Coca Cola – recognised by 94% of the world’s population – spends around $3 billion. But both of these are trumped by Samsung – with a staggering $14 billion spend!
But in the real world …
Few of us can afford to spend billions … or even millions … or advertise on TV. Most of us have tight marketing budgets, where a tangible and short term (months) return on investment is essential.
The good news, however, is that marketing has evolved to keep pace with emerging on-line technologies such that with careful planning excellent sales results can be achieved through techniques such as digital marketing.
So what is digital marketing?
We like this definition:
“the combination of push and pull Internet technologies to execute marketing campaigns”.
and here’s another:
“Digital Marketing is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.”
It’s not well-defined – and doesn’t need to be – but would include “classic” techniques such as search engine optimisation (SEO) and Pay Per Click, as well as email marketing and the use of messaging platforms (they are numerous), social media, RSS, and so on.
Web design, as a key component of your online presence – is important too. As we’ve often said, your site not only needs to get found but it needs to impress people when they find it … otherwise they’ll simply move away probably never to return.
Good news, and really good news
The good news is that you are reading this article, which means that you’re on the path of digital marketing discovery. The really good news is that you are a couple of clicks and/or a phone call away from making contact with experts in this field, who can guide you safely through all the many pitfalls, and work with you to develop a cost-effective strategy that will work for your business.
and you’ll be delighted how we can help you to maximise your potential.