What is marketing?
In scientific language, this is the activit blog writing of an entrepreneur to satisfy demand, that is, the needs of consumers. Need something simpler? This is your key to the buyer’s heart, which allows you to find a common language with him and establish successful cooperation.
Marketing is usually understood as advertising. But in reality, this concept is much broader. It includes all means that help increase sales, from the visual presentation of goods and services to service, complaint handling, and user support.
Marketing tools can be so diverse and specific that a university course of lectures would not be enough to describe them. They often include white and black PR, spreading rumors and creating intrigue, influencing opinion leaders, and even cooperation with government agencies.
Nevertheless, we will try to highlight the main forms of marketing, define their essence and give simple and clear examples.
Key Marketing Categories
Scientists say that marketing has existed for several thousand years. That is the age of the Egyptian papyrus advertising the services of a weaving workshop. However, the advent of the Internet has made this phenomenon more dynamic and effective. Now, no aspect of our life can do without advertising and other marketing tools.
Traditional Marketing
When the internet became popular enough, this category included everything that remained outside of it. Common examples are billboards on the street, brochures in mailboxes, and even personal recommendations of certain brands from friends.
However, it would be wrong to consider offline marketing obsolete. Research by Statista shows that even in 2020, it remained the most popular and effective. About 68% of Americans watched TV ads before the survey, 57% saw them on what’s new in clubhouse? social media, 47% on YouTube, and 45% on websites.
Even if you are starting v a purely digital business whose activities are inextricably linked to the Internet, you cannot exclude traditional marketing categories. After all, today Facebook uses billboards, and Microsoft holds successful offline presentations that gather tens of thousands of people.
Example
In 2014, the Japanese company Nissan signed a contract with famous perfumers who helped it find its “own scent.” It was used in car twd directory dealerships, at exhibitions, and even in light boxes in shopping centers. The scent evoked gentle, warm feelings that increased trust in the brand. According to the analysis, about 30% of people in the focus group changed their attitude toward Nissan cars from neutral to “extremely positive,” and another 15% from negative to “good.”