While the coronavirus pandemic has caused financial upset for many businesses, neglecting your marketing strategy isn’t an option. Investing in marketing has been shown to aid recovery; leveraging your marketing department benefits your business and will bring your customers back.
The ‘business of promoting and selling products and services’ – as defined by Dictionary.com – is the simplest definition of marketing. However, even for those who work in the industry, defining the true meaning of marketing is difficult. It overlaps with sales and marketing, and influences every stage of the business process. From product development to retail distribution, the marketing department is invaluable, as marketers know who customers are and what they want.
An effective marketing department will have an in-depth knowledge of how, when and where customers connect with a business. Surveys, focus groups and studies of online shopping trends all help a marketing team understand the consumers they’re targeting.
Marketing professionals such as Ajab Samrai – formerly of Saatchi & Saatchi – know the marketing department is vital to any business. Marketers are key to harnessing the purchasing power of consumers.
The marketing department plays an important role in generating leads and increasing sales. The messages it creates both educate and inform potential customers, while persuading them to become paying clients.
Nowadays, there are so many different marketing options available. From video marketing to traditional print, finding the right platform to connect with consumers is crucial. Keeping the target audience in mind and designing campaigns around them will help a business find the right points of contact and ensure their success.
E. Jerome McCarthy’s ‘4 Ps of Marketing’ is one of the industry’s longest standing theories. The ‘4 Ps’ - ‘Product, Price, Place and Promotion’ - are instrumental in understanding how the marketing department should engage with each stage of a business.
The marketing department should be present at each stage of the business process. Utilising its expertise will ensure a business’s recovery and success.
