Marketing is a unique activity unlike any other form of advertising. In an age defined by digital disruption and massive social media platforms, marketing has become integral to many companies’ survival. According to the American Advertising Association, the key elements to successful marketing include creating a “hook,” “theme,” and “style,” as well as delivering the message in a “cost-effective” and effective way. Marketing is also considered part of the strategy for building brand equity, which is achieved by building customer loyalty and trust. These goals are often in direct relation to the financial success of the company, with a strong marketing program serving as a gateway to the company’s success.
Marketing refers to actions a company takes to advertise the sale or purchase of a certain product, service, or just simply the idea. In recent years, The New York Times coined the term “branding” to define the process by which consumer perception of an advertisement is formed. In essence, marketing includes many different strategies. One strategy is through the creation of “branded packaging,” which uses graphic symbols to visually distinguish one product from another, usually on a limited budget. Another strategy that has become increasingly important in today’s culture is through social media marketing, which allows a company to connect with consumers in an engaging environment via various social platforms, such as Facebook, Twitter, and the like. In addition, marketing also includes elements such as search engine optimization (SEO), Pay Per Click (PPC), and display advertising.
As part of the strategy for selling, marketing focuses on creating a “marketing story,” which involves explaining the benefits of selling an existing product line to customers in easy-to-understand language. It also emphasizes the importance of providing potential buyers with a clear vision of how they can benefit from purchasing the product line. As marketing develops a story for a business, the product or service becomes more of an object in need of a reason to be bought rather than a simple commodity or service that simply exists. The product becomes not only something that exists, but something that buyers need. Marketing therefore focuses on developing a specific, compelling reason (a “hook”) for potential buyers to want to buy the product, then developing a plan for delivering the hook.