Marketing, huh? As easy as pie! For those who don’t understand marketing.
If you’re also confused about marketing being just advertising, you’re not alone. Many people share this misconception. Hopefully, this article gives you a clearer understanding of marketing.
So, what exactly is marketing?
“Marketing is a series of activities by organizations to create, communicate, deliver, and exchange products/services that have value for customers, partners, and society.” – According to the American Marketing Association.
After reading that, do you feel even more bewildered? It’s quite possible, especially if you’re not a professional marketer. Now, try reading our definition of marketing below:
“Marketing is to help products or services be welcomed and consumed in the market.”
The market is where products are consumed, where your customers are. Your market can be anywhere. But be careful, you need to actively and subjectively CHOOSE your market.
To make products welcomed and consumed, it requires going through several stages, depending on the type of product, the path to the market can be short or very long. You can sell products to another company (B2B model), sell through agents/distributors, sell directly to consumers through your company’s stores, or sell directly online.
A product can enter the market through all these channels. Regardless of how many intermediaries it goes through, one thing to remember is that customers won’t care, they’ll only know the product is yours. Therefore, managing distribution is crucial to maintaining a consistent and positive brand image.
Wait… Isn’t marketing the same as sales?
Marketing and sales both operate in the same distribution channel. However, they are fundamentally different activities that complement each other. The task of sales is to find distributors, retail stores. Once a store or distributor is evaluated for its location and financial capability, a distribution contract is signed.
Marketing then steps in to invest in the store’s image, ensuring it reflects the brand’s values. Marketing covers everything from signage to product displays in the store, training store staff to advise consumers on products, and more.
Finally, the marketing’s task is to bring consumers to the store. Sales, on the other hand, involve managing store accounts, inventory control, etc., to maximize revenue.
Wow, marketing seems to relate to every activity!
Yes, that’s right. Marketing can involve everything from purchasing raw materials to packaging products, from deciding product features to displaying products in stores, from pricing to promotional programs. And that’s why marketing is quite distinct from advertising. To put it plainly, advertising is just one of the many tasks marketing has to do to bring products to the market. Marketing determines how the product is, what value it brings to customers, and uses advertising to communicate these things to customers.
But marketing is actually quite simple.
In this digital age, you can do marketing much more easily than before. Information is abundant and readily available online, and you can compare things in the blink of an eye. Marketing tools from Facebook, YouTube, Google are increasingly user-friendly and easy to use. Many tools are even free. Are you ready to do marketing?
If you’re a business owner, the first thing to do is create a business plan, outlining the future direction of your business and the position you want to achieve. Look at industry leaders’ companies and thoroughly explore their websites. You can learn a lot from them just by reading their websites carefully.
Create a marketing plan to support your business plan. Start by defining the core values of your company. How will your company’s product be useful to customers and the community? This is crucial, as it forms the foundation of all marketing activities and the message you convey to customers.
Review all aspects related to your brand: name, image, colors, scent, sound, etc. Anything that impacts customers’ senses needs to be considered. Seek advice if you feel unsure about this step.
Depending on your financial capability, consider your marketing budget, time, and support team. You can even handle some tasks yourself. However, investing a small amount to hire an expert can be necessary as it helps you move forward faster and more accurately than figuring things out on your own.
Remember, you need to build a consistent and enduring brand from the start, and that requires carefully choosing and limiting changes in your message. Then, your business will progress, and you’ll achieve the results you’re hoping for! Good luck!
Written by the Metta Marketing team
Metta Marketing
Leading Brand Strategy Consultant
