Marketing is the engine that funnels the growth of brands in today’s fast-paced world. What started as word-of-mouth has now shifted to audio and video.
Today, digital mediums of marketing are leading the way and helping brands achieve great success. Individuals who are looking at prospective opportunities in this field must understand who a marketer is, followed by what is marketing in business.
This article will give a lowdown on the role and purpose of a marketer and the marketing department, different types of marketing strategies, and much more.
Who is a Marketer?
A marketer is a person who promotes an organization’s products and services. They figure out the strategies that can boost sales and revenue while ensuring these strategies are aligned with the needs of the customers as well as the market demand. Now that we know who a marketer is, let us look at the purpose of a marketer.
The Ultimate Purpose of a Marketer
To get into details about the significance of marketing for businesses, let us first look at the purpose that a marketer fulfils. The marketing ability of a marketer can make or break any organization’s financial success. They ensure that the products and services are marketed well enough to keep the demand going.
Creative and innovative marketers help build brand equity and the customer experience in the longer term. They also ensure that the target audience is aware of a company’s products and offerings. Their marketing plan is entirely based on identifying the customer’s needs, wants and demands, pushing companies to innovate and bring out better products over time. This is why we must next understand what marketing in business is.
Significant Role of Marketing in Business
The role of a marketing department cannot be undermined by any business. It is, after all, one of the most essential cogs in the wheel of every business’s success. Depending on what the company does, the role of a marketing department can be classified as follows.
Defining the brand
This revolves around creating awareness about the brand, its mission, vision, values, etc. This will also ensure that there is clarity on the company’s target group, which largely depends on the type of products and services a company offers.
Conducting marketing campaigns
Another role of a marketing department is to conduct campaigns. This ensures that word gets out about the brand in creative ways that can attract customers.
Production of collaterals
The marketing department brings out certain collateral such as brochures or even animation videos which are called promotional material. Besides planning and creating collaterals, the marketing department must also ensure that these are updated from time to time.
Lately, content has become a very important aspect of a marketing strategy. This includes content present on the company’s website and other platforms which customers can look at when they wish to know more about a brand’s products and services.
Conducting market research
This is one of the most important roles of a marketing department. Engaging in research can help understand the target market, competitor capabilities and also how a brand’s products are perceived by its customers.
The role of a marketing department also involves choosing the right mix of different types of marketing strategies that can fit the brand’s requirements in the best way possible. Some of these include,
- Paid advertising: Traditional approach including TVs and print media advertising.
- Cause marketing: Linking the company’s products and services to a social cause
- Relationship marketing: Focuses on building customer loyalty
- Undercover marketing: Marketing a brand in a hidden and subtle way; also known as stealth marketing.
- Word of mouth: Relies on the impression created by a brand on its customers
- Internet marketing: Marketing done on various online platforms
- Transactional marketing: Encouraging customers to purchase coupons, offering discounts, etc.
These are some types of marketing strategies adopted by brands according to their objectives. Now, let us move on to the marketing objectives.
What Are the Marketing Objectives?
Different businesses have different sales and marketing objectives. A few of the common sales and marketing objectives are:
- Increase sales of products or services
- Build awareness about a brand
- Grow a company’s market share
- Innovate and launch new services and products or pivot from existing models
- Acquire new customers
- Enter international markets, expand reach and increase profits
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