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What Is Marketing and How Does It Work

Marketing is crucial to the success of a product or service. It ensures your audience is understood and that their pain points are being addressed. But what exactly is marketing and how does it work?

Today we’re going to look at the basics of marketing: what it is, its purpose, some different types, and how it can work for you.

What is marketing?

Marketing is essentially any action a business takes to entice an audience to the business’s product or service through quality messaging. It aims to provide standalone value for consumers and prospects through content, with its long term goals being:

●      Demonstrating product value

●      Solidifying brand loyalty

●      Increasing sales

Marketing is a necessary component at every step of your product’s process, from development to retail distribution. This is because marketers have the strongest grasp on your customer’s needs and wants. Understanding your target audience’s pain points is crucial to the success of your product or service, and marketers are the ones whose job it is to understand these elements.

The purpose of marketing

Marketing is the act of making people interested in your business’s product or service. You do this by conducting market research and building an understanding of your target audience’s interests. Marketing is a part of all your business’s aspects, including product development, distribution, sales, and advertising.

The purpose of marketing is to answer one major question: “Where, when, and how do our consumers want to interact with our brand?”

This question’s answer may fluctuate or change over time, which is why it’s so essential that your marketing team keep their finger on the pulse. They need to develop a deep understanding of your target market so that they can guide business practices toward better addressing your audience’s pain points.

Types of marketing

Where you publish your marketing campaigns depends solely on where your target audience spends their time. It’s essential that you conduct market research to determine what types of marketing are best for your business.

Here are a few of the major types of marketing that are relevant today:

Online marketing

Online marketing refers to marketing efforts that take place on the internet. Since the advent of the internet, people have found innovative new ways to communicate and, yes, advertise. Online marketing is now one of the best ways for your business to reach your target audience.

Search engine optimization

Search engine optimization (SEO) is the process of optimizing the content of a web page so that it appears higher in search engine results. It’s used by marketing professionals to entice people to websites after they perform a search that implies they’re interested in learning about a particular subject, product, or service.

Content marketing

Content marketing refers to the development of online content to encourage an audience to engage with your brand. It can take the form of written content (like blogs), visual content (like infographics), video content, and more.

Social media marketing

The advent of social media platforms like Facebook, Instagram, Twitter, and more revolutionized the way marketers interacted with their audiences. Social media marketing involves using social platforms to build relationships with your target market. It might involve developing sharable content, running promotions, or engaging directly with users through comments or messaging.

Pay-per-click advertising

Pay-per-click advertising is the process of paying platforms and search engines to display your advertising campaigns on the results page of particular queries. It’s a great way to drive traffic to a landing page and lets you hyper-target your audience.

Print marketing

Newspapers and magazines aren’t what they once were, but some still enjoy a solid readership. Businesses that wish to target these audiences are able to use print marketing to run campaigns in different publications.

Video marketing

Video marketing got its start with the advent of film and TV but the introduction of the internet gave marketers even more contexts in which to use videos. These days, online video content is one of the most engaging formats available to marketers. Videos can appear on social media, standalone websites, and more.

The 4 Ps of marketing

E Jerome McCarthy developed the 4 Ps of marketing in the 1960s. These elements explain how marketing will interact with each stage of your business.

They are:


Coming up with an idea for a product is only step one. Before you start selling it you need your marketing team to answer the following:

●      Who is your target market?

●      Is there room in the market for this product?

●      What messaging will boost sales?

●      Does your product need to be modified to increase the likelihood of success?

●      What do focus groups have to say about the product?

Marketers use the answers to these questions to help brands lock down the demand for the product and boost product quality.


It’s the job of your marketing team to look at your competitors’ pricing or use focus groups to determine how much your target customer is willing to pay. This information can then be used to gauge a good price range for your own product.


Knowing how and where to sell your product is essential to its success. Marketers will be able to help you determine these factors by offering crucial insight into your target market. Once you know how your audience behaves, you’ll be better able to meet them where they are.


Promotion includes any print or online advertisement that your marketing team creates to boost interest in your product. The goal, of course, is to increase your sales. During this stage sits your public relations campaigns, social media promotions, advertisements, and more.

Nail your marketing

Savvy marketing practices can mean the difference between soaring sales and shuttered doors. By understanding what marketing is and how it works, you’ll be better able to market your own products effectively.

Now you know a little more about marketing: what it is, why it’s important, and how you can harness its power for your own brand.

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