Marketing – definition and types of activities. It is present in the consciousness of almost every person. Although its meaning is strictly defined, one may get the impression that the definitional scope of this word is much broader than just the context of selling goods and services. In today’s world, undoubtedly focused on consumerism, it is worth knowing what marketing is. The definition, indication of types and their characteristics will certainly facilitate understanding the essence of marketing communication.
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What is marketing? Common understanding
In the common sense, marketing is associated with all efforts that reach consumers through all possible communication channels. Their goal is to encourage them to use the rich people database service offered by a given company or buy a product. It is often said that marketing is about arousing desires. Then satisfying them, and not just responding to the interest of a determined and needs-conscious consumer. As in every area of life, in marketing, the common understanding of certain phenomena is largely true. However, in order to provide a complete and as precise a picture of this issue as possible, it is worth moving away from its common understanding in favor of a detailed description. So, what is marketing? To learn about the specifics of the field and find out what types of marketing there are, it is worth reading on!
Marketing – Definition and Types of Activities? Characteristics
Marketing can be defined as all activities undertaken by both industry specialists and people not associated with trade. The aim is to promote a product or service in such a way that it becomes attractive to the consumer receiving marketing messages. Effective marketing communication increases the chance that a potential customer will notice the possibility of satisfying their needs. Using a service or buying a product, and thus has a real impact on the profits achieved by a given company. Such a perception of marketing provides a proper, although incomplete, picture of a field closely related to trade.
Due to the fact that almost all marketing processes have moved to the Internet over the last few years, the above-mentioned definition should be expanded. Marketing communication does not only include efforts made to so-called drive sales. Generating profits, building a positive image of a brand that wants to satisfy various needs of its customers, not only those related to consumption.
Marketing – a definition that includes more than just sales
Currently, marketing communication is very often focused on building awareness, e.g. in the field of ecological values or advantages resulting from choosing high-quality products. Thanks to this, it is not limited to creating a given need or making it easier for the consumer to notice the fact that it exists. Satisfaction in the form of selling goods or services, but it offers a specific added value. Customers have a sense of free education and the belief that using the company’s offer results from their awareness of their own needs, the possibilities of satisfying them by the company that provided this knowledge. This seems justified, because effective marketing strategies are those that imply profits. This is only possible when the consumer identifies their values with those declared by the company presenting its offer to them.
Types of marketing activities
Marketing communication includes a variety of techniques. The goal is to reach the customer with a product or service offer in such a way that they perceive it as attractive and want to use it. Messages that reach consumers through various channels must therefore be as personalized as possible with such a mass message. Below we list those that enjoy unflagging popularity.
- Advertisements , including those broadcast on television, radio, : applications, websites. Social media, and those placed in the press – depending on the target group the company wants to reach.
- Mailing – mass-sent messages in the form of optimize your website for local searches that contain content compliant with GDPR. Depending on the consents obtained, an offer or a request for consent to its sending.
- Telemarketing – a method of reaching a consumer, consisting of telephone conversations. The aim is to familiarize the caller with the offer and encourage them to take advantage of it.
- Leaflets and billboards , associated with traditional but still popularly used methods of marketing communication.
- Events , the purpose of which is to share knowledge about the company’s activities. The values with which a given company identifies, popularizing knowledge about topics related to the industry represented by the company, as well as providing consumers with entertainment that will provide positive associations with the brand.
What is the marketing mix?
Marketing – definition and types of mix activities. It owes its name to the close connection of four elements that are key in the process of building any marketing strategy. Marketing mix is also refer to as 4P marketing. The names of marketing tools create a set of four aspects that are key in planning and implementing any marketing activities. Therefore, in order to explain what marketing mix is, it is necessary to indicate the components of this concept. These include:
- product – the product around which marketing communication is focus. The term product means both the goods sold and the service provided,
- price – the price of the offer product or service that is promote in a given marketing campaign
- Places – location and distribution channels
- promotion – all activities aimed at promoting a product in such a way as to generate or increase demand for it, to which sales will respond, translating into real profits for the company.
Marketing 4.0 – Definition and Examples
It is a direct consequence of technological progress, due to which . It therefore consists in enriching marketing kcrj communication with mass, and at the same time as much as possible personalized messages, Generated automatically, e.g. by broadly understood artificial intelligence , supported by modern and technologically advanced systems. They allow for faster and larger-scale marketing activities, while reducing costs. Reduction of time and human work. You can read more on this topic in our other article, devoted to . We encourage you to read it.