PKSOFTECH™ Marketing refers to business activities associated with communicating, advertising, delivering, or selling products or services to customers. A company undertakes the activities to promote the sale of a product or service to the target audience.
Marketing involves getting consumers interested in the product offerings by conducting marketing research and gaining a better understanding of the customer’s interests, tastes, and preferences. In the process, the marketing personnel creates a marketing plan, which entails all the activities and channels that the company will use to draw the customer’s attention to the products or services offered.
A well-thought-out and focused marketing plan will help the company keep its marketing efforts centered on the target market and consistently bring in more sales. It should cover the entire process from product creation, distribution methods, sales, and advertising methods.
The history of modern marketing can be traced to the 1950s when companies used various marketing methods to draw the customers’ attention to a product. Before then, companies used print media to place ads that enticed consumers to buy their products and services. With the introduction of TV and the internet, companies became more creative in how they communicated product information to consumers. They conducted marketing campaigns across multiple platforms as advertisers competed to outdo other competing products in the market and get customers interested in their products. The marketing information should not only be promotional but also educational to convert more potential customers into successful leads.
Traditional marketing refers to any marketing channels that existed before the advent of the internet. Examples of traditional marketing channels include print, telephone books, direct mail, phone, radio, and TV.
The channels above charge a fee that corresponds to the size of the ad, and it helps reach the targeted audience. Traditional marketing is considered one of the oldest marketing methods, and it is important when an advertiser wants to reach the local audience.
Digital marketing is the opposite of traditional marketing, and it leverages the internet to reach the target audience. The main forms of digital marketing include search engine marketing, content marketing, social media marketing, email marketing, PPC advertising, search engine optimization (SEO), etc.
Digital marketing’s become popular in recent years due to the technological and social shifts that allow consumers to research and make purchases online. It tends to be more cost-effective than traditional marketing because businesses can manage the ads on their own; they do not need to publish ads on print media or place ads on TV.
Digital marketing enjoys an advantage over traditional marketing because businesses can control what and how their target audiences see their ads, and they can measure the results of their advertisements in real-time.
The relationship marketing strategy focuses on enhancing existing customer relationships to build customer loyalty and long-term engagement. The purpose of relationship building is to create stronger emotional connections between the customer and the brand as a way of maintaining formidable customer relationships. Without building relationships with existing customers, existing customers may look for alternative brands that offer better customer service.
Focusing on relationship marketing helps a business retain customers in the long-term and focus its efforts on creating new products or features that meet the arising needs of the consumer. Companies can leverage technology to offer specialized ads, deals, and better service to existing customers as an appreciation of their loyalty.
Brand marketing is a marketing strategy that promotes the company’s products or services in a way that makes the brand stand out. The strategy focuses on shaping the public perception of the brand name and creating an emotional appeal with the target audience through humor, creativity, and storytelling.
The goal of brand marketing is to generate discussion around a topic so that the brand name stands out uniquely from the discussion. For example, Apple Inc.’s strong brand equity can be attributed to its success in positioning itself as an innovative player in the technology industry. Apple products are associated with product quality, and the company uses creative communication to enhance sales for individual products and the overall brand name.
Paid search advertising involves bidding on keywords so that advertisements related to specific keywords are placed at the top of the search engine results page (SERP). With paid search, advertisers only pay when their advertisement is clicked, providing the alter-ego pay-per-click (PPC).To differentiate between paid and organic search, look for a small label next to the link which signifies that the result is an advertisement.paid search resultPaid search is targeted, efficient, measurable, simple, and cost-effective. What more could an advertiser ask for?
Social media advertising serves promotions via social media platforms. Advertising on social media gives you a quick ROI because everything on social is done in real-time. With UTM codes, you can track exactly where your sales are coming from when you tag your social media advertisements as such. Social media advertising allows for a little more freedom to release a brand's personality, as social media tends to be a more relaxed platform than a paid search advertisement or a television commercial.Related: Discover the importance of a marketing plan, how to make one, and take a look at a few examples.
Banners and pop-up advertisements make it obvious that they're trying to sell you something. Native advertising camouflages itself.By appearing as an almost-perfect match to the content that surrounds it, native advertisements come in the form of articles or videos on websites that are already hosting similar materials. Great native advertisements provide consumers with valuable information and make the advertising aspect secondary to the message being communicated. Since they match the natural flow of the page, native ads are non-disruptive and users won't feel like they're engaging with an ad.
In style and format, display advertisements are unmistakably selling you something. The obvious nature of display ads is a unique factor within the field of digital advertising, since ads are typically implemented subtly. Display advertisements can be designed to be animated or stagnant, and are typically found along the top or sides of web pages. Display ads aim for quick conversions and their potential reach is enormous because search engines can match an ad with millions of websites based on keyword and targeting preferences. They typically look something like this: