Marketing is the process of communicating and delivering information about a company’s offerings in order to generate new business or retain existing customers. Marketing involves the development and execution of a strategy to communicate information about a company or its products, services, or both.
Marketing is a very broad and vague term that can encompass many different tasks. For some companies, marketing involves the entire process from strategy and execution to marketing. Other companies, though, focus on one or two areas of marketing, such as branding or advertising. For example, a company might have a strong brand or mission statement and might be advertising their product or services through a variety of methods, including radio, newspaper, magazines, television, and the internet, among others.
Branding is often the process of establishing a company’s identity so that people know and love the company and their products. Advertising is the process of establishing a company’s identity through a media channel. Although I don’t have a strong opinion on the relative merits of both marketing and product marketing, I do think that the marketing of services is better because the product is the same in both cases.
Of course, the marketing of services differs from product marketing because services are all of these except radio, newspaper, magazines, television, and the internet, among others. Branding is often the process of establishing a companys identity so that people know and love the company and their products. Advertising is the process of establishing a companys identity through a media channel.
Like the process of branding, the process of marketing is constantly changing, and the changes that occur are often subtle and unintended. Like branding, marketing is subject to changes in technology, competitive pressures, economic realities, and other forces.
One of the most important things in any business is to know your customers. But what about the customers of your services? As marketing for the internet becomes more and more similar to the marketing for products, it can come as a surprise to the customer that the service provider has a different set of expectations and wants to market to them differently. It makes sense that services are sold and marketed differently from products.
Here in the United States, most of us think of marketing as selling the product, but it’s actually a service. Like a personal trainer, a financial planner, or even a dentist, I can’t imagine my life without a website or a blog. Just about every single person I know uses a website or uses a blog. Yet, there are some very different expectations about what that means. In fact, it’s difficult to find solid information about what it means.
I believe that marketing is marketing. And if you think about it, marketing is all of those things except the selling of the product. The product is what is sold. But there are many marketing companies that use the words “service” instead of “products.” I have heard of businesses that call themselves “services marketing.” One thing that has really come to mean is marketing consulting.
Most services companies are trying to sell you something. They are selling you the services of their firm to help you accomplish your objectives. It doesn’t matter what those objectives are, because that is not what they are selling. If you are looking for your services marketing company to sell you a product, you are in the wrong place.
Marketing consulting, on the other hand, is different. I’m a marketing consultant. I actually do marketing consulting as part of my job. I help clients create marketing plans to meet their business needs. I help clients set their marketing strategy and develop marketing plans to implement their strategies.