Marketing or ” marketing ” refers to a series of techniques and methods that are jointly applied in order to meet the immediate needs of potential consumers . To obtain the necessary information, a series of actions are used, such as: conducting market research, applying a SWOT analysis, designing and implementing strategies to introduce new products; among others.
In the end, what is sought with marketing is to stimulate the purchase of goods or services offered by the company of which the marketing department is part. Precisely, within the main activities they carry out is to design, implement and evaluate techniques, tactics and/or marketing strategies that allow the promotion of said goods or services.
The success that the design, implementation and evaluation of marketing campaigns may have will depend, in the first instance, on the ability to detect with greater fidelity the true needs of people in relation to the product or service they promote. At the same time, the success of the campaign will depend on the efficiency with which the customer is satisfied.
The way in which the efficiency of a marketing campaign is measured is in the ability to generate sales according to what was projected in the business plan. It is also measured by the ability to expand the line of products or services that can be developed according to the nature and activity of the company.
Types of marketing
This type of marketing has the purpose of carrying out advertising campaigns through the so-called advertising media, which basically focus on television, radio, newspapers, magazines, posters, among others; with the firm purpose of achieving a sale and/or exchange of a good or service for a specific monetary amount.
The purpose of this type of marketing is that the company can directly offer the prospect, client or consumer, directly information on the benefits that exist to acquire a certain good or service; to later send you that good or service through a transaction called sale.
In addition to what was previously mentioned regarding the communication channels used by this type of marketing, companies also resort to specific techniques such as leafleting brochures, tasting their products in shopping malls, giving free samples and related activities. In the case of services, the strategy of offering service demonstrations is usually implemented.
What is sought in this type of marketing is to generate a positive impact on the mind of the consumer that allows, in the first instance, a gradual increase in sales; secondly, to obtain what is called “feedback”, that is, feedback that allows the company to learn more about the needs and experiences regarding the good or service they offer.
For a direct marketing business strategy to be justified, it is necessary to define, implement and reach a specific “target” (or what is also known as a “market niche”), where it is tried to avoid in its maximum capacity, the participation of intermediaries, so that you can learn about the benefits of the products or services developed by the company itself.
In order to achieve what is stated in the previous paragraph, a series of actions are carried out, such as, among others, the generation of a type of relationship in the first instance, of an informative nature, between the company itself and the prospect or client. This is achieved, as is known, not only the sale but the collection of important information related to consumer behavior.
This type of marketing is carried out by a company, which seeks several objectives, such as selling its products or services, positioning its brand or publicizing alliances or strategies for commercial expansion or lines of products or services. Activities are also focused on discovering changes in consumer behavior in order to channel this information into the company.
In this case, a global plan is used in which a marketing campaign is designed, implemented and evaluated not only for the purpose of achieving sales, but also gradually seeing the growth of the company in other areas such as brand positioning, the internal and external image of the same company, the quality relationship with respect to the good or service they offer, among others.
It is a type of marketing that has the purpose of carrying out the necessary strategies at a low cost and with high efficiency in the results. They are generally resorted to by small companies that do not have large capital within their financial structure. To go climbing in market penetration they use creativity to impact marketing campaigns.
It is generally known as “holistic” marketing for the reason that the design, implementation and evaluation of advertising campaigns are done from an integral plane, that is, all possible means of communication are taken into account and they are executed within a logic promotional. This means that the campaigns are executed at the same time and in the necessary formats.
In this type of marketing, the main distinction that it has in relation to others is basically the focus of the activities. That is to say, it is an international context, in which all those ideal forms of marketing are taken into account to achieve certain objectives. Business and marketing plans are made from a global or international trade perspective.
It is a specific strategy of advertising campaigns where precisely four essential elements are taken into account in an integral way, such as the so-called “four P’s” which are: price, place, promotion and product. These strategies should consider these elements when integrating a marketing campaign.
It is a specific type of technique in which, through some processes that neuroscientists have managed to unravel, it is possible to create marketing campaigns focused on precisely neurological stimulation, so that a specific good or service is purchased. The knowledge of some neurological guidelines allows the person responsible for marketing to decide what type of medium and strategy to use for a certain purpose.
The main idea of this type of marketing is to achieve results in the short and medium term, that is, the campaigns are primarily focused on achieving a sale. Other approaches can be worked on, such as the presentation of a new image of the company, the change of logo or the strategic alliance with other companies. These are all short term positioning issues in the mind.
Actually, this type of marketing is an integral part of what is called direct marketing. The main objective of this type of marketing is to create what is known as a “marketing funnel”, that is, to get to know people who are considered prospects at an initial stage, until taking them through a process to convert them into potential customers. , later to clients.
Currently, what they are is widely used, as a tool, technology, from which the strategy called “marketing funnel” is implemented through social networks, in which not only is the final sale achieved and in the best of cases, a frequent customer; In addition, it is possible to obtain certain data that can be overlooked in market research, for example.
In addition, a series of strategies are carried out by the company so that it has the ability to collect relevant information regarding consumer behavior to make improvements to both the product or service, as well as the organizational culture of the company itself. Of course, in addition, it seeks to improve marketing strategies that further improve the company-client relationship.
The central idea of changing, not only the product or service to adapt to the new needs of the client, but also the organizational culture to improve the relationship, will make the company have to review its entire structure to improve whatever is necessary; In other words, it may be the way in which it relates to suppliers or the restructuring of distribution channels, for example.
Regarding the client, the aim is to detect what type of client generates the most profitability for the company in order to direct them to a strategy that is based on their becoming a long-term recurring client and allocating more resources and energy to it. And with respect to the other types of clients, develop very specific strategies.
So, we can summarize that relational marketing focuses on carrying out actions such as obtaining, by any possible means, all information related to consumer behavior, in order to rethink strategies to optimize performance. In a next stage, it seeks to review and generate proactive feedback for the company.
This type of marketing is based on the design, implementation and evaluation of marketing campaigns, combining it with relational marketing, using social networks such as Facebook, Twitter and Whatsapp as a communication channel. They seek to position a good or service in the mind of the consumer to encourage him to purchase.
Like the other types of marketing, it has a clear purpose and that is to sell a good or service. In this particular case, said goods or services are designed under the premise of optimal care for the environment. For this reason, in addition to stimulating the purchase of something, they promote an ecological philosophy among people.
It is also known as “cybermarketing” and more properly as “digital marketing”. It basically consists of carrying out marketing campaigns using the Internet as a means of communication. In it, SEO campaigns are carried out through ads in the Google search engine and page optimization. At the same time it is feasible to make advertisements on Facebook and Twitter.
It is understood then, that this type of marketing uses the Internet as a channel of communication and implementation of the necessary strategies, precisely. It is from there that the company will be able to implement a promotion strategy and at the ideal moment, the sale itself. Currently this type of marketing is taking great force, an example of this: Amazon.
An important point to point out is that in this type of marketing, what is known as the four F’s is developed and implemented in an integral way, which are: on the one hand, the so-called “Feedback”, which consists of the generation of an immediate feedback in which any type of action is carried out by the prospect; for example, that you like something.
There is also what is known as “Flow”, which is what in terms of neuromarketing they call “mental state”, in which a user is when browsing the Internet. A basic rule of thumb is to have the ability to grab attention in the first three seconds. And at least, leave your email, thinking about later implementing email marketing.
There is also what is known as “Functionality”, which consists of developing efficiency in how the prospect relates to the company. Implicit in this is the web design of the company, the way in which social networks are managed, the level of immediate response given to any question from the prospect; among other features.
Finally, we have what is called “Loyalty”, which basically consists of being able to retain it through other services or improvement of the product that you originally purchased, so that you can consume it on a recurring basis. In addition to keeping the customer captive, the aim is for them to assume the role of what they call a “prosumer”, that is, someone who recommends the company’s product or service.
Achieving the optimization of the four “F’s” will be possible before the implementation of certain business models, following each of them with a logic that seeks to make themselves known and have a recurring customer. These business models have as a common denominator, the fact that they start from the idea of optimizing neuromarketing with the Internet.