This area involves several strategies, ranging from the creation of a brand to after-sales monitoring, increasingly using technology systems and data analysis.
Therefore, it is a mistake to think that Marketing is limited to generating demand. It goes beyond that, driving business growth and guiding its interaction with people.
In this post, we will discuss the email list uk of Marketing, its types, channels, strategies, tools, success stories, essential skills of a Marketing professional and much more. Keep reading.
What is Marketing?
Marketing is present in our daily lives much more than we realize. Whether we are walking down the street, searching on Google, watching or listening to the radio or browsing social networks, we are constantly exposed to Marketing actions.
One of the most renowned theorists in the field, the American Philip Kotler, defines Marketing as:
“Marketing is the science and art of exploring, creating and providing value to satisfy the needs of a target audience with profitability.”
In fact, it’s hard to summarize something so comprehensive in just a few words. That’s why the American Marketing Association (AMA) offers a more recent and detailed definition:
“Marketing is the activity, set of institutions and processes to create, communicate, deliver and offer exchanges with value for consumers, customers, partners and society in general.”
Do you see how this definition is broader? It reveals that Marketing goes far beyond simply selling products or services. It encompasses planning, research and market positioning, for example.
We can say that Marketing works as a balance between the customer's needs and the company's objectives. Good Marketing generates value for both: company and consumer.
It is also worth noting that the word “Marketing” comes from English, derived from “market” (mercado), which reinforces its relationship with various activities linked to the market, not just direct sales.
Timeline: The Evolution of Marketing
Although it is difficult to identify the first documented Marketing action in history, we know that the exchange of goods and services has existed since the dawn of civilization, as we mentioned on our sales page.
In fact, this idea also applies to Marketing. It was already part of society long before it was formally recognized, even if only intuitively. Many merchants, when defining, pricing and advertising their products (even through word of mouth), practiced Marketing actions without being aware of this.
An important milestone in the evolution of Marketing was the invention of the printing press by Gutenberg in 1450. This technology revolutionized communication and allowed for the mass distribution of information, making it easier to reach larger audiences. In fact, you are reading this text thanks to this innovation! Before that, advertisements and books would necessarily have been copied by hand, something that is hard to imagine today.
Some theorists point out that Marketing gained relevance during the Industrial Revolution, at the end of the 18th century. Mass production increased significantly, and with it came the growth of competition. In this competitive scenario, with several suppliers offering similar products and services, companies began to realize that, in order to stand out, it was necessary to do more than negotiate. The need arose to position, price and promote products strategically before making sales.
Thus, from that moment on, Marketing began to consolidate itself as an essential discipline for business success, following and shaping social and technological transformations over the centuries.
What are the objectives of Marketing?
Marketing goes far beyond simply selling products or services. It is responsible for creating and implementing strategies that meet the needs and desires of consumers, increasing the chances of success not only in sales, but also in creating a close connection between brand and customer.
Therefore, it is important to understand that Marketing objectives do not end with the conclusion of a sale. On the contrary, Marketing work also extends to after-sales, focusing on building long-term relationships. The goal is to ensure that the brand is always present in the customer's memory, encouraging repeat purchases and generating loyalty.
Customer loyalty is one of the main goals of Marketing, since there are consumers who already know the brand and its products tend to be more economical than they attract new buyers. According to Philip Kotler, considered the father of Marketing, “winning new customers costs five to seven times more than retaining existing ones.”
In addition, Marketing also seeks to increase the visibility of the brand and its products or services. This is done through various tactics, such as paid advertising, SEO, social media marketing, among others. The goal here is to reach more people, strengthen brand recognition and increase benefits.
Another crucial function of Marketing is to build and consolidate the brand’s identity. This involves everything from designing new products to creating advertising campaigns, both online and offline. Marketing helps define how the brand will be perceived by the public and differentiate itself from the competition.