What is Marketing?

Introduction to marketing: what it is, what it is for?

"Marketing" is one of those concepts that everyone knows, but not everyone can explain. It goes beyond an ad on TV or a banner on a website: it's a whole strategy that starts with a question and is supported by in-depth research. It is, then, a way to better understand your customers.

It's a good idea to start with the basics: an introduction to marketing, like the one we've prepared for you in this article. Keep reading.

What is marketing?

Marketing is a set of techniques, strategies, and processes that a brand or company implements to create, communicate, exchange, and deliver offers or messages that add value and interest customers, audiences, partners, suppliers, and people in general. They can range from useful information about products or services (such as features, prices, benefits, and advantages) to content created. Especially to meet people's needs, which does not necessarily seek to close a sale but rather attract prospects or simply publicize a brand or company. Every marketing effort is, in the end, a communication job that has the flexibility to aim at various objectives and beyond, to increase sales.

What is marketing for?

Marketing serves, as we already anticipated, to increase the sales of a product or service. However, it can also be directed towards other goals that are related to sales but are not its main purpose. For example: 

Make the brand known. When a company enters a new territory or market, the marketing strategy focuses on introducing itself to its target audience. So that they become familiar with it and recognize it in a short time, even if they do not try its products or services yet. 

Present a new product or service. Even brands that already have a solid reputation must create marketing campaigns when it's time to introduce some recent innovation. 

Attract new customers. A business will always need to attract new customers, especially since people evolve over time. In other words, a sector that was previously not interested in a product will have new needs as its life situation changes, and therefore, it will look for alternatives to solve needs and problems. That's when a marketing strategy approaches the public that might be interested. 

Loyalty customers. Once sales start to happen, it is necessary to focus on building long-term relationships with those who have already tried the offer, since these customers will become the most valuable organic promoters of the product or service. And just as there are different objectives, there are also different types of marketing.