It is difficult to define the essence of marketing because there are many ways to define it. It is often understood as a way of operating a company consisting in profitably satisfying the needs of customers. In a broader context, it should also be understood as a complex process that includes identifying and shaping the needs of recipients, creating appropriate products and acting to meet the needs of consumers.

The main division of marketing

When talking about types of marketing, marketing should be mentioned depending on the application. So it stands out:
– producer marketing,
– B2B marketing,
– B2C marketing,
– marketing of services,
– commercial marketing,
– international marketing.

What does marketing do?

Marketing is a very broad concept, which translates into its different faces. It covers many areas, including depending on the resources and media used or the way it targets customers.

Product marketing
This term is used to describe a set of activities that are aimed at product development, including in terms of its recognition and increase in sales. The steps taken include, for example, rebranding, promotion marketing, trade marketing.

Analytical Marketing
Its purpose is to use customer information, which is expected to increase sales. Among the activities carried out in this area, one can mention, among others geomarketing, neuromarketing, behavioral marketing, benchmarking, loyalty programs.

Event marketing
Its essence is to promote a company or product through organization / participation in events. Activities include sponsorship, own stand at the fair, organization of concerts / picnics for clients, lecture at an industry conference. If you are looking to up your game you can also try out attendee engagement solutions by hub live for your events. 

Inbound marketing
This term is understood as activities aimed at increasing the chance for a customer to find an offer and encouraging him to contact. In this case, e.g. content marketing is used, which may be manifested by content potentially of interest to the consumer – guides, entries, lookbooks and the like.

Outbound marketing
These are activities addressed to people who do not always expect contact from the company. Techniques and tools are used, such as direct marketing, field marketing, and e-mail marketing campaigns.

Mobile marketing
The notion of mobile marketing is not only “advertising on wheels”, but also activities using portable devices (smartphones, laptops). Tools such as communication via SMS / MMS, QR codes, dedicated display ads are used.

Internet marketing
This is one of the most common marketing varieties today. Includes activities that are carried out via the Internet. These include not only Google Ads positioning or advertising, but also other elements. These include, for example, email marketing, social media marketing, buzz marketing, and affiliate marketing.

It is worth noting that most companies are not limited to only one area. In practice, various types of marketing activities are used – to achieve the set business goals in the most effective way possible.

Factors affecting the effectiveness of marketing activities

It depends on the effectiveness of marketing activities whether and how quickly the company will be able to achieve its business goals. An important role in this aspect is played, among others, by factors such as:
– the strategy developed and its implementation,
– tools and techniques used,
– creation,
– matching activities to the target group.

The choice of channels through which the message will reach potential customers is also of great importance.

It is worth noting that effective marketing activities cannot be carried out based on intuition. Although it may be useful in many cases, numbers play the most important role – marketing is a measurable area. Therefore, it is necessary to take into account the range of activities, reactions of potential customers, impact time, etc. Based on the data, an analysis should be carried out – in order to eliminate “weak links” of implemented activities.

Although marketing is associated mainly with sales, you cannot limit yourself to it. The implemented actions should include, among others areas such as communication, analysis of activities, preparation and implementation of developed strategies. I hope you already understand what marketing does. The widest possible definition would simply be that it is any external manifestation of a company’s sales goal.