Updated
Marketing covers everything a company does to understand its customers’ needs, offer the right products and persuade people to buy them. Marketing is much more than advertising: it starts with the product and does not end with the sale but with satisfied repeat customers.
The 4Ps of marketing
The foundation is the marketing mix: product, price, place and promotion. Advertising only works properly when all four fit together.
The main types of marketing
- Digital marketing: search engines, advertising, social media, email and websites.
- Content marketing: useful content that builds trust.
- Performance marketing: measurable campaigns aimed at results such as sales or leads.
- Email marketing and direct marketing.
- B2B and B2C marketing, depending on the customer.
Marketing strategy and marketing plan
A marketing strategy defines whom you target, with what promise and through which channels. The marketing plan turns it into specific activities, budgets and deadlines. Useful tools include a SWOT analysis, a competitor analysis and clear positioning.
How marketing has evolved
From selling whatever the factory produced, through mass advertising in newspapers, radio and TV, to data driven online marketing. Today AI assistants and AI search are changing how customers find products once again, see GEO.
We are happy to discuss what marketing could look like for your business in a marketing consultation.
Further reading: Marketing trends 2027.
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