People hold a variety of misconceptions about marketing. Most common is its confusion with selling and advertising. Selling and advertising are actually types of promotion which is only a component of marketing.
Marketing involves much more, including product/service development, place (location and distribution), and pricing.
It requires information about people, especially those interested in what you have to offer (your “market”), such as what they like, where they buy and how much they spend. Its role is to match the right product or service with the right market or audience.
Marketing, as you will see, is an art and a science. According to the American Marketing Association, marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
Simply stated it is creating and promoting a product (ideas, goods or services) that satisfies a customer’s need or desire and is available at a desirable price and place.
Modern marketing is a way of doing business, heavily based on the “marketing concept” which holds that; businesses and organizations should:
Advertising is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Almost every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games and the Internet. And that’s “our” turf, the internet.
Let's take as example Mexico's Baja peninsula. Located at the West-Coast of North America, south of he most populated state in the USA, California. (California, with the highest population density of the United States, contains more people than the 21 least populous states combined). This is as example chosen because we have above average saturation on campaigns and marketing experience for that area amongst several other "hotspots" we serve globally.
No matter if you a RE developer announcing a new development and initiate pre-sales, a tour operator offering scuba diving or a gastronomy professional operating also in the hotel and accommodation industry: all have one in common down at the remote Baja: Their potential clients are most likely not living in the neighborhood and can stop by to check the services on offer by your enterprise!
A targeted advertisement strategy via the internet is one of the option - if not the best - to promote services offered.
Marketing Strategies: - According to Wikipedia "A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
A marketing strategy should be centered around the key concept that customer satisfaction is the main goal."
Do you and your business developed a marketing strategy? Did your marketing adviser consider fundamentals as an marketing strategy that serves as the foundation of a marketing plan?
A marketing plan that contains a set of specific actions required to successfully implement a marketing strategy.
For example: "Use a product to attract consumers. Once your organization, via this attractive product, has established a relationship with consumers, your organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the attractive product or service.
Brand awareness is a direct product of the Marketing Strategy – by identifying the key target markets and having an understanding of the competitive environment it is possible to establish a picture of the level and types of “brand” advertising required to generate awareness of the brand for new customers and reinforce the message with existing consumers.
Planning the elements of the campaign designed to generate a specific response is more closely aligned with the sales budgets and requires analysis of the response and conversion rates you are achieving from various forms of advertising.
Using response and conversion rates as a starting point allows us to determine the expected result for a particular level of spend in a particular area and plan the marketing strategy accordingly.
This is correlated to the sales budget to help plan the necessary mix of advertising required to drive the response to deliver the sales result.