4. Marketing

What is that?

Marketing

Marketing

Marketing is a very broad activity, but we believe we can simplify this process and explain how to use marketing to your advantage. The term Marketing refers to the activities a company develops to relate to and approach its target audience, typically with the goal of building better relationships with customers, promoting products and/or services, and thus increasing sales and adding value to the company or brand. To run a marketing campaign, we first need to define our target audience.

Will our campaign be B2B or B2C? B2B stands for Business to Business, meaning a campaign aimed at businesses. B2C, on the other hand, stands for Business to Consumer, and the target audience will be the end customer. Whether it's a product or a service, marketing involves a mix of factors that pre-define the analysis; the original mix is known as the Four P’s – Product, Price, Promotion, and Place. Additionally, we can analyse three more P's: People, Process, and Physical Evidence. Each of these factors gives an idea of how to direct specific marketing efforts for each product or service in order to add value to the brand.

In conclusion, in today's world, where certain sectors and companies survive only with their digital presence, there must be consensus among all and it must make sense to use each one so that the overall campaign makes sense. Our advice is: think carefully about your marketing strategy, what you are doing, and what you can improve. If you haven’t yet started using marketing tools, it’s never too late to begin!

In addition to the Marketing Mix, marketing is divided into several segments, and for us, the most relevant are:

Marketing Research

Marketing Research connects the consumer, the company, and people to the market through information. This means that, through the insights obtained, market opportunities and trends are identified, allowing brands to establish themselves more quickly.

Institutional Marketing

In general, all companies aim to promote their brand, making it stronger in the market and in the minds of their target audience. To achieve this, each company must create a set of marketing actions that serve the purpose of building a solid image and brand recognition.

Integrated Marketing

The goal is to create an omnichannel strategy that includes all the necessary communication to reach the customer and thus generate profit through products and services. If the P’s of the Marketing Mix are balanced, it will be much easier to achieve this goal.

Continuation of the Concepts...

Internal Marketing

This segment of marketing refers to the internal strategy of a company directed towards its stakeholders. It is perhaps one of the most important marketing strategies and is essential for a solid company because every employee tells its story.

Keyword Marketing

Keyword marketing involves using the most searched keywords or specific phrases that consumers use when looking for a particular product or service. This makes the search easier when terms related to that service or product are searched on search engines.

Outbound Marketing / Traditional Marketing

Outbound marketing represents the traditional marketing we are familiar with. Essentially, these are the more traditional actions and strategies, such as TV or radio ads, website banners, or even posters, billboards, and advertising posters that work in the short term.

Inbound Marketing / Permission Marketing

With this style of marketing, instead of the company reaching out to customers, companies wait for customers to give permission to be contacted. In other words, this method depends on the consumer having a desire or need to be contacted by the company.

Content Marketing

Content marketing is of great importance for the growth of organic traffic, meaning growth in the digital space, whether on social media, through the website, or ads on online platforms. This style doesn’t focus on the product or service, but rather on providing value to customers. The goal is to create positive connections through content in the minds of the target audience—creating a memorable link so that when the customer needs the product or service, they remember your specific company.