Company Marketing is complex. It is not just sex and slogans. It’s about putting the right product, at the right price, at the right time, in the right place. Those are the essentials, and referred to as the 4Ps of marketing (product, price, place, and promotion).
Modern company marketing can take many forms: content, inbound, outbound, sandwich board on the street (is that still a thing?).
“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” -The Chartered Institute of Marketing
Marketing is multi-faceted, with its many elements working in harmony to deliver the goods.
The many arms of marketing include:
- Public relations
- Brand management
- Market research
- Marketing communications, which can be further divided into digital marketing, social media marketing, direct (mail) marketing, and traditional channels like print, radio, and billboards.
- Customer service
Company Marketing can be B2C (business to consumer) or B2B (business to business). It can be pushy or pully (to coin a new phrase).
Much like a cryptozoologist looking for Bigfoot, it can be hard to find the right tactics and formula to get what you’re after. That’s when the amateur gives up. But that’s not you, is it?
What Company Marketing Isn’t
Company Marketing is not sales. Yes, it leads to sales by getting the word out there through branding and advertising, via both the written word and images, and then luring prospective customers in, but a marketer is not the one to actually interact with the sales lead—that’s the job of the sales person in the sales department.
Company Marketing is also not creative nor does it belong in the content department. Again, marketers work closely with these departments by sharing the analytics and insights they’ve gained from the information and research they’ve produced, but a marketer is not the one to actually produce or design the content.
Company Marketing is not easy. Many companies—and especially small businesses—make the error of doing all their own marketing without any know-how. That could work, providing you have someone who knows what they’re doing—like your very own Don Draper. But most brands just starting out don’t have that luxury, so they must go it alone. You can do it – if you have a map highlighting all the booby traps.