Fundamentals of Marketing

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Consumer — arguably the most important part of the 7 Cs and one marketing fundamental you must keep in mind at all times. Consumers are the reason your business exists. Without them, your business won’t be around for long. When defining your marketing goals, ensure they align with business objectives. For example, if your main business objective is to build brand awareness, your marketing goal might be to reach X-number of social media followers in the next six months.

It’s ca Whoever they are, always make sure that you build bridges and connect with them on a human level. In the 21 st century, customer-centricity is what wins hearts and minds; consumers don’t want to deal with faceless corporations, they want brands that they can communicate with and identify with. In the late 20th century, marketing thought leaders developed the concept of the “Marketing Mix,” a set of concepts and tools that help companies achieve their objectives within a market. At the core of this model are the four Ps: This P is likely the one you expected from the get-go: promotion entails any online or print advertisement, event, or discount your marketing team creates to increase awareness and interest in your product, and, ultimately, lead to more sales. During this stage, you'll likely see methods like public relations campaigns, advertisements, or social media promotions.

The number of open jobs in digital marketing and e-commerce continues to grow as businesses move more of their operations and sales online. Having an online presence allows businesses to widen their reach and gives customers greater access to products and services. In digital marketing and e-commerce jobs, you work at the intersection of many trends: the technology platforms that people use to connect, the products that people are interested in, and the ideas that make brands stand out.

Who is your customer? What are their challenges or pain points? Are they price sensitive? Do they shop online? Process is one of the marketing principles that helps to streamline and simplify your operations, which in turn has benefits for virtually every aspect of your business. You’ll find that optimized processes contribute to lower costs, more productivity, and a reliable customer experience that stays consistent for each customer. Speaking to others in the business will also help you understand the processes that happen throughout the business, which are likely to influence the processes you follow in your marketing strategy. Processes This helps create a culture where everyone in your company remains invested in the fundamentals of marketing. If they feel ownership over the brand, then they’ll have more reason to support it openly. You’ll cover what brand identity is, as well as the basics on visual and linguistic creative assets and how to manage them. Discover how to optimise marketing campaigns with the right marketing metricsIf you’re selling a premium product, your branding and marketing must reflect that. The same goes for if you have a lower price point. This doesn’t mean there’s not some crossover, but you need to take into consideration who can afford your product and where they spend their time. Though published in 2001, Jim Collins’ best-selling book on what makes companies great is still relevant today. The insights found in this book are drawn from 28 in-depth analyses of companies that either became great or succumbed to mediocrity. Think about all the different ways you can prove to your target audience that they should buy from you. Far from being a completely subjective term, value is a measurable index of success and can be viewed as an equation.

For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change. The main idea behind content marketing is creating content that helps inform your audience and solve their problems. This achieves a few important goals:Struggling to explain what goes into the service you sell? Speak to the people in the business who carry out said service.