Marketing refers to any number of activities that a business undertakes to promote or advertise the sale or purchasing of a particular product, service, or asset. These activities may include advertising and promotional activities aimed at increasing brand awareness of a new product or service, and the supply of customer with goods or services. Other types of marketing are also part of the business culture and practice.
The definition of marketing is not a straightforward one. While it is commonly used to define the actions of marketing, it is also used in a much more limited context, to identify the specific marketing activities performed by organizations in support of product development or growth. Marketing is thus much more than a set of activities. It is, in fact, a process which determines the achievement of the objectives of any given activity. Marketing therefore also includes processes like research, collection, analysis, evaluation, and knowledge creation.
Marketing therefore is not a single concept, but rather a number of interrelated ones. Marketing is therefore not a discipline per se, but rather a concept that can be applied in different contexts (business, operational, customer, social, etc.). Each context has its own requirements for conducting the various activities associated with that context. In addition, the definition of marketing may be viewed as a generic concept, which may be applied in various contexts and is thus a very general concept. Marketing therefore is not a single concept, but rather a collection of concepts and activities that are related in different ways. So, marketing is a very broad concept, and each individual piece of marketing can be seen as an application of the concept or a sub-concept within a larger framework.
Marketing is a subset of communications and the interaction of people and their organizations in order to influence customer behavior and buying decisions. It therefore includes advertising as well as the distribution of information about a product or service to build consumer awareness and to encourage purchases from the audience. Marketing therefore includes a very broad range of activities. Marketing is however, not just about communicating a message to the audience, but also involves the design and creation of a brand, the creation of the image of the brand, and the identification of the brand with the marketplace and the market itself. Marketing therefore is an act that takes place in and around the interaction of people and their organizations.
Within this marketing context, we must also recognize that there are different aspects of the relationship between the brand and the market. On the one hand, marketing involves creating long-term relationships with the customers, who have a long-term stake in the success of the brand and its maintenance. Marketing therefore is a relationship that takes place between two people and their organizations. On the other hand, the relationship between the market and the brand is more short-term and marketing is part of the strategy to raise brand awareness and to secure future contracts by clients.
Digital Marketing encompasses a wide range of activities that are used to engage customers around marketing and advertising communications. These activities include web content development, online marketing, advertising on the social media, customer relationship management (CRM), email marketing, telemarketing and relationship selling. These activities take place in an environment where brand awareness and recognition are of paramount importance to customers. The Internet has emerged as one of the key sources of generating brand awareness and customer loyalty across the global marketplace. At the same time, digital channels such as the Internet, mobile messaging and TV have become a powerful and convenient vehicle for distributing information and engaging customers.