What exactly is marketing?
The word marketing is used in many ways. The meanings of words like market research, advertisement, and promotion vary from person to person, so in the end, no word is a perfect fit.
What is Marketing?
In marketing, we often hear people say that they cant grasp the content and cant express it in a single word, or that they dont understand the content well.
However, change your perspective a bit. Marketing is actually a very familiar thing in everyday life (at least personally I think so).
At the end of this article, what is marketing? I will write the answer. Read it slowly until the end.
1. What is the definition of marketing? – Wikipedia
First, lets see the definition of the word.
According to Wikipedia , it is written as follows.
Marketing is the business process of creating relationships and satisfying customers. Customer focus, one of the leading components of business management.
・ ・ ・ Hmm, its a bit less specific.
Next, lets find out what kind of work actually consists of.
2. Marketing department ・Including sales
As I wrote in the beginning, the affiliates and tasks assigned to marketers vary by industry and company. In addition to community relations work, in advertising / promotion, general department …
If the number is small, the chairman is in charge, or no department is in charge first.
The job in charge is also advertising, community relations, product development, strategic planning, etc. Depending on the company / project, it includes many different contents.
That could be one of the reasons marketing is so confusing.
3. What are the opinions of marketing experts and organizations?
Philip Kotler, a business scholar in the United States and also known as the father of modern marketing and the god of marketing, describes marketing as follows:
Marketing is not a technology to eliminate products, but an activity to create real value for customers, and it is also a concept that helps improve the lives of customers.
The role of marketing is to turn peoples ever-changing needs into revenue opportunities.
What do the big marketing organizations say?
At American Marketing Association
Marketing is the act of creating, communicating, providing and exchanging services of value to customers, customers, partners, and society at large, a range of institutions and processes.
At Vietnam Marketing Association
Marketing is a comprehensive activity aimed at creating markets that companies and other organizations do through fair competition from a global perspective and achieving mutual understanding with customers.
And each is defined.
In this way, the definition of the word varies by scholar/institution, but what they have in common is that there is no general problem as it is not the act of direct selling, but the process of creating a state of sale. row.
It seems that the purpose is not to show the product and the content of the actual action, but the purpose of creating a sales status, so different activities such as market research, advertisement , and sales promotion is done.
Things with specific content vary by company/project. For example, in the case of BtoB, all the actions the company takes to create a state in which products and services are sold in a given instance of a given customer by all departments. department.
All the people involved are included in the marketing. And the same is true for BtoC. Thinking on the basis of purpose this way, marketing is a very broad concept.
4. Be specific
Lets think a little more specifically.
All activities performed by departments/persons directly involved in the project, salespersons and sales promoters/promoters are included in the marketing category. .
Furthermore, when considering sales promotion measures in isolation, marketing naturally includes not only planning, stakeholder arrangements, overall direction and practice, but also internal and external physical tools and means.
Therefore, direct and indirect contact from customers and users: ・ Departments and people responsible for receiving and responding to indirect enemies, and the departments and people who support them are also marketing at different levels. After all, it can be said that all company activities are marketing regardless of BtoB or BtoC and that companies aligning their directions is equal marketing.
Thinking about means and ends
1. Why do you want to hit the market?
Regarding marketing, there is a saying Sell at a loss, sell at a loss. Simply put, customers who come to buy a drill do not want to have a drill but want to have a hole, so not only the features and functions of the drill but also what kind of hole must be drilled. It is important to communicate it correctly (whether results can be obtained or not).
A drill is a tool for drilling holes and a tool for obtaining the result of a hole. For example, a drill with a strong rotational force can punch holes in a hard object, a lightweight drill has the advantage of being convenient to carry and easy to use even for children and women. Depending on the situation, you can create the hole the client is aiming for instead of drilling.
Whether you want to use it in serious work, what you want from a drill will change. Even in the drill section of a store, it may be easier for users to choose if you let them know such items instead of the drills performance and function.
2. Let’s break down the market by “need”
To understand the needs and goals one step further is to divide the market according to the needs efficiently. It is quite difficult to satisfy both the needs of I want to use comprehensively and the need of Easy to use for elementary school students with just one drill.
Instead, it is possible to create a situation that is tailored to each user and makes it easier for them to purchase by subdividing the market according to their needs and looking at offering products that are more relevant to their needs. in each individual scope.
For example, a full-fledged user may need enough endurance beyond spinning power, and battery life may also be important. On the other hand, for elementary school students, it is better to provide something lighter and easier to hold even with a small hand. Strong rotational force has been an obstacle for official users, which can lead to difficulty in use.
In this way, first, For whom (who is in need)? To clarify the point of Why (it can be said to be good)?. Dividing the market by need and considering individual needs narrowly lead to strong reasons for products and services to be purchased and chosen. (In this sense, policy making based solely on demographic information such as age and gender tends to be difficult to achieve.)
3. Choose the best marketing strategy
In recent years, in the marketing industry, especially in the online advertising industry, new methods are appearing every day. When I search the Internet, a lot of information is updated and I am wondering which one is really good. There may also be approaches such as sales emails from distributors and suppliers.
In that situation, how should we evaluate and act when considering best marketing practices and marketing fit for purpose? With almost all methods of expressing our company is the best, what should we choose based on? And conversely, how do I get my proposal selected as marketing best practices and marketing fit for purpose?
First, set specific goals
4. To choose the best, not the best
Whether you are marketing internally or using an external agency. When you make a proposal, the first thing to think about is what kind of result do you want to get?. Many different methods have appeared, but it is not a good marketing method unless you have a specific picture of the end goal as well. The best of other companies is not always the best of your company. Analyze and choose the best, not the best.
For example, when you want to increase the number of hits on a website, it is not just a matter of increasing the number of visits (of course, it is much better than not increasing), but what kind of demand and attributes. good idea for users to think concretely about the ideal state over time, to what extent, etc. Set specific goals that lead to specific decisions and enable specific actions.
First, a clear picture of the ideal state is the only criterion for determining whether the tools and means are optimal for your company. If it works, can the rumored sales and advertising methods reach the ideal state? Guess with. Lets start by setting your own goals. Everything is a way to achieve the goal.
Of course, goal setting isnt always obvious from the start, so you can use the temporary decide, lets start, if theres a problem correct the trajectory along the way. Lets once expand the image of the ideal goal and create a specific number.
After all, what is marketing?
1. Decide “your own definition”
By the way, I wrote at the beginning, What is marketing? We like to define marketing as a tool/means to achieve an end.
For example, if a company wants to increase query volume, they can use listing ads, video ads, SNS ads, SEO, website and landing pages, flyers. Both usage and actual events have the purpose I want to increase the number of requests, and are the tools and means of choice for that purpose. What should I use to achieve my goal? How should I use it? Think and practice. Isnt marketing what brings all the streams together?
For Purpose and Acting With Purpose
First, there is a correct understanding of the purpose and goals, the means and methods to achieve the goal are selected and put into practice.
A series of actions include/relate
This is the true essence of marketing.
Act with some purpose in daily life. Get on the third car of the train, pick up your daily set meal for lunch, try a visit to a convenience store… That might be an extreme argument, but I think it all both are marketing ideas.
1. Everything is marketing
In this way, all business activities and actions performed by a company are based on marketing.
- Selection for purpose is marketing
- Action with purpose is marketing
In the BtoB domain, clarify customer intent is the start of marketing, and its a shortcut to suggesting a customers optimal intent.