Marketing refers to a set of activities that a business undertakes in order to promote or advertise the sale or purchase of a particular product, service, or item. In simple terms marketing can be described as the creative and persuasive application of the tools of science and technology to promote and advertise things or services. In addition, marketing can be performed by any person, any institution, and even any other corporation. The scope and intensity of marketing activities are ever-increasing, since it has become an integral part of almost every business transaction. Marketing is now a key element to the success of most businesses both local and global. It is also considered as the ‘secret weapon’ of business owners.
Most successful marketers take full advantage of the opportunities that Internet marketing provides to enhance the reach of their promotional efforts. This strategy includes search engine optimization (SEO), content marketing, social media marketing, and influencer marketing. Search engine optimization (SEO) helps businesses to gain higher rankings in popular search engines like Google, Yahoo, and MSN by optimizing their website content; their meta tags; their titles; and their keywords. Content marketing, on the other hand, is a technique to spread information about the products or services offered by a business to the target market by means of creating content articles, press releases, and blogs. Social media marketing is a popular strategy to generate buzz and visibility about a business or brand.
Influencer Marketing, on the other hand, refers to the use of celebrities, actors, and entertainers to endorse a particular product or service. This type of marketing strategy enables marketers to attract attention from target consumers by associating themselves with popular celebrities. It is an effective method to attract consumers through the power of celebrities and it is a cost-effective method of advertisement.
Marketing through the Internet offers marketers several advantages. Because there are several opportunities for them, marketers have more opportunities to attract attention from consumers and build personal value equations with prospective clients. Internet also provides easy access to large volumes of potential customers. As mentioned earlier, online marketing allows marketers to easily reach out to millions of consumers. The four Ps of Internet marketing therefore, are ease of access, wide access, easy distribution, and personal value equation.
Today, most companies manage their marketing and customer relationship management (CRM) departments through the use of Information Technology (IT) solutions. Traditional marketing methods like print advertisements, direct mail, and promotional strategies like TV, radio, and billboards can only reach a limited number of people at the right time using the right channels at the right place. Furthermore, marketing through the Internet makes it possible for marketers to reach prospective customers at any time of the day in any location. These factors make the Internet a very attractive option for small and medium scale businesses to increase sales and revenue.
According to a recent study by Forrester Research, “Social media marketing is poised to deliver a new dose of competition and innovation in the year ahead,” as more consumers turn to sites such as Facebook and Twitter to connect and communicate with their friends. In addition to connecting with friends and family, social media allows marketers to interact directly with consumers, creating an intimate connection that can lead to deeper sales and brand loyalty. Social media will also continue to influence consumer behavior and trends. Trends driven by social media can ultimately impact everything from discount retail to grocery store shopping.