Marketing is about promoting and selling a product or service in much more ways than just advertising. The basic marketing begins with a message and creates an intentional image through branding. And yes, successful marketing focuses on a targeted customer need.
Here we’ll talk about 3 basic ideas of marketing. They are message, branding, and positioning.
Okay. Let’s start.
Start with a message. That’s right. Marketing is about communication. And what communication begins with? Yes. A message. Your marketing focus needs to have a message that you want to deliver to your customers. And yes. Doesn’t matter if it’s a product or service.
The message will color everything in your business. Especially, the relationship between you and your customers. The question is how the message needs to be?
The message needs to
- Grab attention
- Easy to understand
- Have a unique selling point
Need an insight? Don’t worry. You don’t have to do it yourself. For instance, you can conduct market surveys, host focus groups and research your competition. Polling your customers is also a good idea.
What is branding? Branding is ownership of image, color, icon, sound or emotion. It delivers a promise to customers. The purpose? To elevate your offering above the market. Indeed. It’s intended to create customer desire and loyalty and has longevity.
Branding is about creating a unique impression of your product or service and company in the customers’ mind. It’s a basic marketing concept. Yet, it isn’t always easy to achieve.
How is branding created?
It is created through emphasis on the most desirable traits of your market offering, strong image, and repetition over time and added value.
A company’s website, logo, motto, and stationary, all presenting the same messages, images, and colors. It creates recognition. And familiarity.
What is positioning?
It’s a marketing concept that defines how the product is placed and communicated in the market. Positioning identifies a market niche through competition, pricing, and packaging.
For instance, a high-end automobile is not marketed to young families. Instead, it is “positioned” by advertising to professionals with income to afford it. It is identified as a status symbol in the company of other high-end automobiles.
Positioning is refining the focus of the marketing, by clearly stating
- Who is the target customer
- What is the customer needs
- What the product is
- Key benefits provided to the target customer
- What makes it different from other products
Remember the day when a company reached their audience through TV commercials and Sunday newspaper? That day is long gone. Nowadays, customers can be reached almost 24/7 a week. A lot of companies are using links from blog networks It can be done through various ways. For instance, through notebooks, smartphones, and tablets. Marketers reach out to the customers in real time.
Through methods such as
- text message
- blog marketing
- social networking
- online marketing.
Do these tools help? Absolutely.
They help businesses to develop their marketing concepts in more relevant ways than ever. They also help businesses to connect more with their customers.