Establishing Corporate Identity

Marketing is the core of any business, large or small.  Whether a single individual or an entire department, it plays a vital role in establishing corporate identity and values. It is the action center of a company and its first line of defense. Without it, a company is an empty shell with no direction or purpose.

Targeting Your Market

A key strategy is to direct a product or service to the right audience of buyers and/or clients.  Presenting the benefits of such product or service – its special attributes -- is the first step in communicating to the public what the company has to offer and why anyone should want it.  As a result, marketing helps a company to define its position among the competition and assures appropriate recognition for its quality and uniqueness.  People do not buy or use what they can get elsewhere without a good reason. They do respond to positive reinforcement and effective persuasion.

Creating Demand

Marketing creates demand. It is focused and select, but always seeks fresh messages and new targets to expand potential reach. Marketing seeks product loyalty, return customers, and repeat business.  It is the essential activity in any sales organization and its binding force.  It is the surest road to business success.

Marketing Versus Advertising and Sales

Marketing is distinct from advertising (which is often subsumed within it as an adjunct department) and from sales (a company’s method of distribution such as field representatives, in-store retail, catalogs, and/or online). A marketing department is a reservoir of information and statistics to help sales achieve its goals. Its focus is primarily short-term – the here and now. In more sophisticated environments, reports may include financial models, charts, graphs, and tables. Whatever methods are used, the results of sales research (measurement of performance, etc.) and analyses of trends help to create the context for advertising in order to drive sales. In other words, marketing formulates the strategy: advertising executes the action plan. Financial marketing agency specifically motivates consumers, but marketing is the instigator of the campaign, the rationale behind it, and its chief director.

Researching for Tomorrow

Marketing ultimately provides the vital information necessary to a company to evaluate its product or service and the potential future growth. The quantitative data generated on sales, ROI (return on investment), and other economic factors impacts a company’s profile and influences its self-examination. In this way, marketing has a significant role in assuring the company’s ability to be creative, keep pace, and thrive.