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What Is Marketing? [Quick Guide]

Marketing is the practice of distributing awareness and consideration resources to future customers through the purchase of a product or service. Marketing satisfies the need for the company to build customers and build relationships that will bring the business sustainable growth. Marketing also transfers the value of a product or service to the market. Because marketing exceeds the value of the organization, even shareholders benefit from having effective marketing programs in building profitable customers for the business.


Marketing refers to business activities related to the purchase and sale of a product or service. It involves finding out what consumers want and deciding if it can be produced at the right price. The company then sells it.

According to, Marketing includes a large Business area, including:

  • How to communicate
  • Product
  • Design
  • Price
  • Market research
  • Consumer psychology
  • Performance measurement

The essence of marketing is to understand what customers need and how important they are. The long-term success of a company depends on learning what the needs of its customers are. It then finds ways to add value in a variety of ways.


Definition of Marketing

Marketing research is a process that connects the consumer, the customer and the community with the seller with information – information used to identify and describe marketing opportunities and problems; perform, refine, and evaluate marketing practices; monitor advertising performance; and to improve understanding of marketing as a process. Marketing research identifies the information needed to address these issues, develops a data collection system, manages and implements the data collection process, analyzes results, and links its findings and impacts. (Approved in 2017)

Marketing is defined by the American Marketing Association as “a work, institutional setup, and process of building, communicating, delivering, and exchanging donations with a significant number of customers, clients, partners, and the community at large.” If you read this description closely, you will see that there are four types of marketing activities, or components:

Creation. The process of working with suppliers and customers to create value propositions.

Communication. In general, those offerings, as well as learning from customers, are defined.

It’s liberating. Receiving those offers to the buyer in a way that sets the price.

It takes turns. The trading value of those contributions.

  • The traditional way of looking at marketing components uses four Ps:

Product. Goods and services (creating offers)

Encouragement. Communication.

Location. Making the product reach where the customer can buy (deliver).

Price. Cost per product (exchange).

Introduced in the early 1950s, the four Pss were called a marketing mix, which means that the marketing system is a combination of these four elements.

If the four Pss are like creating, communicating, delivering, and exchanging, you may be wondering why there has been a change. The answer is that they are not exactly the same.

Product, price, location, and promotion of names. As it is, these

Understanding the Marketing Mix and the 4 P’s of Marketing

In all its complexity, at its core, marketing is focused on four things: product, price, promotion and location. Plans and channels change, but these are ideas that everything else revolves around, and they are consistent principles.

Some models extend these basic principles to 7 P’s, or other variations. However, for your purposes, these four should be sufficient to develop an understanding of how marketing works.



This is what the company sells, whether that means good physical, or service (such as consultation, registration, or something else). From a marketing standpoint, the following will need to be determined:

  • How many different types of product or lines should be sold? For example, a car manufacturer can determine which car parts will be built (such as family cars, SUVs, crossovers, or trucks).
  • How should they be compiled or presented? To give another example, if a company made mats on the floor, should they be in the box? A bag? Other?
  • How will it benefit us? This may include warranties, billing and counterfeit handling.

Retailers may be involved in determining how products are designed and what features they can incorporate (here in CoSchedule, for example, retailers and product developers communicate extensively).


This “just how much it costs,” doesn’t it?

Yes, indeed. But there is more to it than that.

If marketing is about driving profitable action, then prices need to be set at a level that the market will support.

Here are some marketing materials for prices:

What is the market value for each unit of product? This requires market analysis and competitive research to determine what the fair price of a product is, given its production costs, and what people are willing to pay.

How should discounts be timed and applied? Should the product be sold at certain times of the year?

Is it reasonable to offer customers payment options? A car dealership can offer financial options, rather than expecting people to pay the full price in advance.


If a product launches but no one cares, are you there?

Yes, that’s right you can now become known as a Lord of the Rings. If a product is out there, you need to be encouraged to let people know you exist.

What channels will be used to promote the product? This includes online and offline channels.

Where will it be promoted? Online? Offline? In stores? At events?

What message needs to be delivered? Which copy and verbiage will tell the audience what the product is about, and encourage them to buy it?


The right product needs to be in the right place for people to find it and buy it.

Where is the product still being distributed? Online? Offline?
Will certain areas find the product? For example, if you sell cold weather clothing, you may not ship much in Florida and possibly Minnesota.

10 Key Areas of Modern Marketing to Understand

Spend a little time researching online marketing and you will find references in all the different marketing areas. Here are some suggestions on how to use it effectively.

Content Marketing

The enthusiasm for the content has been firmly entrenched for years, and for good reason: people want help and information beyond what they want to be sold to them and distracted.

The main idea of ​​content marketing is to create content that helps inform your audience and solve their problems. This achieves a number of important goals:

  • Building an audience.
  • Establishing authority.
  • Driving sales.

The “Content” section of content marketing extends to a wide variety of content. Basically, this means blogging and website content, but may include email, social media, video, ebooks, or any other type of digital content used for marketing.

It may also include printing, such as brochures or magazines.

Email marketing

When it comes to alternate driving, it’s hard to beat a return on investment with email marketing. Different studies have different figures, but it is generally accepted that it goes from about 3,800% to 4,200% ROI (meaning that for every dollar spent, it produces $ 38 to $ 42).

Public Sales

Natural access to popular social networks is declining on popular platforms like Twitter and Facebook, but social media marketing has never died out. It works in building brand awareness, community development, and getting your content and products in front of young people.

Online Video Marketing

Did you know that over 400 hours of video are uploaded to YouTube every minute? That’s incredible. So is the fact that it is the second largest search engine in the world (second only to Google, the owner of YouTube, and much larger than Bing and Yahoo combined).

It’s not the only video platform that advertisers don’t know about, either. Wistia is actually a world-class standard for embedded web video hosting, and Vimeo is a great place for creators.

Also, social video on Facebook (and to some extent, Twitter as well) is becoming increasingly important.

Individual advertising and payment

Have you ever seen those ads on search results? These are paid per click ads (PPC).

PPC advertising gives marketers a great opportunity to sell products directly to searchers. It is also good because it makes it possible to see exactly how much you are spending compared to the revenue generated by your advertising efforts.

Search Engine Performance

Fewer, if any, strategies or channels that deliver more traffic on average than search engine optimization.

Public relations

Even with full-time channels and new, great strategies, building old relationships is still important in active marketing. PR is all about managing ideas and relationships, making sure people think positively about your product.

Effective Marketing

Why mention your own products when honest people are going to promote you?

That’s the crux of impact marketing, which includes working with celebrities within a given niche or industry to put your products in front of their audience.

Developing a Marketing Strategy

Marketing can be boiled down to the following:

  • Who are you trying to reach?
  • What do you want them to do?
  • How will you encourage them to take that step?
  • How would you rate the influence of marketing in influencing that action?

This framework is easy to understand and difficult to understand in practice.

Success starts with a sound plan, however, and getting it right is important. Here are some important statistics that show its value:


So, why is the strategy important?

Think of advertising as a journey. Of course, you can just get in the car, you don’t know where to point. However, you may simply be wasting your time, burning gas, and not keeping it to yourself.

If you had a map and your journey, you would be ready to make the most of your time, and you have actually accomplished something.

That’s what the strategy gets. A sense of direction, so that you can use your time effectively, understand why you are doing your job, and increase the chances of achieving your goals.

Getting to Know Your Audience

First things first, companies are there to help customers.

Easy enough, isn’t it?

Of course, finding out exactly who those customers are and what problems need to be resolved is easier said than done.

Figuring Out What You Want Them to Do

Once you’ve figured out who to turn to, the next step is to figure out what to do to get them to sell.

For some companies, this is easy: convincing customers to hold the product you bought at the store. However, there may be actions you take before you reach that step (such as entering a mailing list or being a social media follower).

For others (for example, service providers), you may want to get leads (potential customers) to call a demo or consult before committing to a purchase.

Understanding the Marketing Funnel

When deciding what action you want your audience to take, it is helpful to understand how the advertising panel works.

Funnel helps to visualize where customers are at the time of purchase, from not knowing about the product (or having a problem), from researching various options, to actual purchases.

Here is a simple picture:


While there are various ways to display boundaries, they usually set the purchase criteria for customers in the following categories:

  • Top of Funnel (TOFU): The customer does not know about the product or company.
  • Middle of the Funnel (MOFU): Customer diligently researches products.
  • Bottom Line (BOFU): Customer ready to buy.

Deciding your strategies

Part of the strategy is to reduce what strategies you will use to achieve your goals. At first glance, this might seem to be a challenge. There are always more things to do, than you have time to do well.

So, where do you start?
According to a CoSchedule survey of 1,500+ marketers, here are their most popular content types:

Note that blogging, social media, and email marketing are around the top three. For many content marketing companies, those are the three most obvious places to start.


However, deciding which strategies will work best for you may be another matter. Maybe you do marketing, but not direct content marketing. Perhaps in an industry or role where marketing means doing things like protecting partnerships, hosting events, or doing “traditional” marketing (such as producing a print bond).

Consider following this procedure:

  • Know your audience. Who are you trying to reach?
  • Find out where those people are sharing. Where can you reach those people?
  • Think about what strategies and channels can reach those people, in those areas. What marketing activities can be used to reach the right people, in the right places, at the right time?

That’s an open question, but whatever the answer, that’s where you should start.

Execution crucifixion

Once the strategy is in place, it is time to implement it.

This requires:

  • Having the right skills. Once you know what to do, you need to know how to do it.
  • Having the right staff. Putting the right people in the right place is the key to success.
  • Having the right tools. An expert always uses the best solution to deal with a given task or problem.

What Are Some Common Marketing Skills?

The skills a salesman needs depend on the role he plays.

Other foundations that apply to many types of roles include:

  • Oral communication. Marketing is about communication. Being able to express your thoughts clearly is important.
  • Writing. You will be doing a lot of writing, whether it be content creation, or emails to participants.
  • Research. The more granular it is, the better it gets.
  • Statistics. Understanding how to identify data trends is important.

How Are Marketing Departments Generally Organized?

The way teams are organized depends on the size of the company, the industry, the budget, and many other factors.

Some companies have a single group, while others can traverse multiple marketing teams in multiple departments or business units.

How Are Marketing Tools Generally Built?

The tools that these teams use to do their job can vary depending on the strategies and staff.

Some of the common tools that doctors use include:

  • Project management tools: It is necessary to keep the teams organized and projects tracked.
  • Social media editing tools: Because manually editing posts on a scale is almost impossible.
  • Planning and marketing calendars: Used to set deadlines and map publishing dates.
  • Email Marketing Platforms: It is important to manage email lists and deliver newsletters.
  • Marketing management platforms: Tools like CoSchedule, include several toolbar categories listed above, while being integrated with other popular tools.
  • Mathematical tools: Used to measure performance.
  • SEO tools: Monitor keyword levels, do competitive research, track incoming backlinks, do keyword research, and more.
  • Automatic marketing tools: Used to make processes happen, such as email flow.
  • CRM (Customer Relationship Management) Software: Powerful platforms used to store customer data and maintain customer relationships.

Understanding Measurements and Statistics

If you can’t measure the impact of your marketing activities, then you may not be doing anything at all.

Each action must always be linked to a specific metrics, in order to achieve a specific goal.

Additional Learning Resources

One of the best things about marketing is that you never finish reading. And in an effort to support your learning, CoSchedule (and many other good companies) are committed to helping you improve your knowledge and skills.

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