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What is Marketing?

Marketing is a very comprehensive activity, but we believe we can simplify this process and explain how you should use marketing to your advantage.


The term Marketing refers to the activities that a company develops to relate and get closer to the target audience, usually with the aim of creating better relationships with customers, promoting products and/or services and thus increasing sales and adding value to your company or brand.


To carry out a marketing campaign, we first have to select the target audience. Will our campaign be B2B or B2C?

B2B means Business to Business, that is, it is a campaign aimed at companies. B2C, on the other hand, stands for Business to Consumer, that is, the target audience will be the final personal customer.

Regardless of being a product or service, marketing involves a mix of factors that predefine analysis; the original mix is known as the four P's - the product, the price, the promotion and the placement (or location). Additionally, we can analyze four more P's : people, processes, positioning and performance. Each of these factors gives a perspective on how to do specific marketing for each product or service.



In addition to the Marketing- Mix, Marketing is divided into several types and for us, the following are the most important:


  • Marketing Research

Marketing Research or Study links the consumer, the company and the population to the market through information. This means that, through the information collected, opportunities and problems are identified so that actions and solutions can be monitored.


  • Institutional Marketing

In general, all companies have the desire to publicize their brand, to make it stronger in the market and in the minds of the target audience. For this objective, it is necessary that each company creates a set of marketing actions that fulfil this objective.


Each company must adopt its own marketing strategy, based on its opportunities, objectives and techniques or tools that it is willing to use. Basically, it is the construction of a set of various types of marketing, from this list for example.


  • Integrated Marketing

The objective is to create a strategy that includes all types of communication necessary to reach the customer and thus, bring profit through products and services. If the Marketing Mix P's are in balance, it will be much easier to achieve this goal.


  • Internal marketing

This marketing refers to the company's internal strategy aimed at its employees - it is the lifestyle they have, the communication made between everyone, and the rules and habits of the workplace, for example, that qualify the company's internal marketing.



  • Performance Marketing

More important than having a fantastic and incredible strategy is that we can monitor it for analysis and improvement, so marketing will continue to improve at every stage. Through metrics analysis, it is possible to measure varied returns, such as views, likes or followers, financial returns and even social repercussions, among many others.


  • Relational Marketing

Relational marketing aims to create and maintain relationships with the customer who is most favoured by the company and with customers who are not as valuable to the company.  For this, in general, relational marketing uses direct contact or contact termination tools.


  • Holistic Marketing

If we relate the last four types of marketing - internal, integrated, performance and relational - we have holistic marketing, which is nothing more than an almost perfect marketing style. It is a strategy with the objective of creating and giving the consumer a unique experience so that they choose our company instead of going to the competition.

Holistic marketing when adopted makes several sectors of the company work as one and as one, reach the target customer together, making the company a big machine.


  • Keyword Marketing

Keyword Marketing is the use of keywords or specific phrases, most searched for by consumers when looking for a particular product or service. Thus, the search is made easier when terms related to that service or product are searched for in search engines.


  • Outbound Marketing / Traditional Marketing

Outbound marketing represents the traditional marketing that we are used to. Basically, it is the more traditional actions and strategies such as television or radio ads, banners on websites, or even advertising on billboards, muppies and posters that work in the short term.


  • Inbound Marketing / Permission Marketing

With this style of marketing, instead of the company making the contact with the customers, the companies expect the customers to come to them. That is, this method depends on the consumer having the desire or need to buy a product or service and doing the research process for what he needs.


  • Content Marketing

Content marketing is of great importance for the growth of organic traffic, that is, for the growth in digital, whether in social media, through the website or advertisements on online platforms.

This style does not argue for the product or service, in this case, it informs and offers value to the customer about the product, service and about the company. The goal is to create positive links, through content in the minds of the target audience, to the company - making a memorable connection so that when the customer needs the product or service, they remember your specific company.



In conclusion, in the current times, in which certain sectors and businesses survive only with a digital presence, there must be a consensus among all and the use of each one makes sense so that the campaign, in general, makes sense, our advice is: Think hard about your marketing strategy, what you are doing and what you can improve. If you haven't used marketing yet, it's never too late to start!