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What Is Marketing?
by: Richard D S Hill
To too many people marketing equates to one of two things:

- Selling: with all that entails such as the dreaded double-glazing or financial salesman.
- Advertising: with all that entails such as the slick young creative and smarmy account person.

Of course marketing also encompasses these functions – though, hopefully not as in the stereotypes that are in so many minds – but marketing is about a great deal more than just selling or advertising.

Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and are getting value in return.

It includes:

- Finding out what groups of potential customers or markets exist
- What groups of customers you prefer to serve – your target markets
- What their needs are, what products or services you might develop to meet their needs
- How customers might prefer to use the products and services
- Who competitors are and what they are doing
- What pricing mechanism and approach you should use
- How each of target markets might choose to access the product, etc.
- How much customers / clients might be willing pay and how.
- How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors – the unique value proposition
- How the company or products should be identified – personality -to be most identifiable i.e. naming and branding
- Ongoing campaigns, which can include advertising, public relations, sales and customer service

All of this was characterised many years ago by Dr. Philip Kotler as the 4Ps:

- Product – making what customers want
- Place – delivering it via the channels they want to use
- Promotion – making them aware of its existence
- Price – making it available at a price they will pay

At the end of the day marketing is really about not losing sight of the basics. You have to be focused on what customers require as the outcome and then find out how to get there by
meeting customers needs over a period of time, in a socially responsible way, whilst making a reasonable profit.

Marketing is really a philosophy and attitude about customer focus that has to run through the whole organisation. If you get that you get marketing.

Easy, of course to say.

Frequently not so easy to achieve!

About the author:
Richard Hill is a director of E-CRM Solutions and has spent many years in senior direct and interactive marketing roles. E-CRM http://www.e-crm.co.ukhelps you to grow by getting you more customers that stay with you longer. We provide practical solutions that pay for themselves. We help you to make sure that your marketing works.


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eMarketing Information

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 eMarketing Basics
 by: Matt Bacak

eMarketing, commonly known as an Internet marketing tool, refers to 'how' businesses market their services or products online. In this new age of technology, an Internet presence directly affects the success of a business. From an ecommerce site to an informational site, eMarketing begins at your homepage.

Utilize a Website

Every website has one goal and that is to heighten the interest of the reader. For the homepage to be an effective eMarketing tool, web content needs to follow the search engine optimized (SEO) techniques outlined by search engine domains like Google and Yahoo. Once landing on your site, the content will act as a sales letter.

Whether you operate a service or sell products, eMarketing is more affordable than the traditional means of marketing. Over 130,000,000 people surf the Internet daily. It would take a hefty investment to reach this number of people in the more traditional means of marketing.

Producing a website that ranks well in the search engines, will assist you in obtaining more visitors and visitors easily convert into customers at a rather amazing rate.

Cost Comparison

Printing promotional material can be quite costly. With a website, this cost is significantly lower because your site eliminates the need for brochures or an abundance of business cards. Instead of sending a new prospective literature in the mail, re-direct them to your website. It will guide potential customers through the basics of your business.

Studies show that the per-reader response rates of newspaper advertisements are low. This is due to the number of readers that scan over your add that really have not interest in your services or products. Online readers, however, are a direct result of search engines. These people want to know more about your services or products. The likelihood of turning visitors into customers is higher.

Advertising Campaign

With eMarketing, the cost of an advertising campaign is drastically lower. The same rules apply but with less effort. You'll need to locate your target market, address their interest, and show how they can benefit.

Typical, ezines or announcements serve as an eMarketing campaign medium. Utilizing these mediums will improve your online business. Here's how you can get started:

Ezines: Ezines are nothing more than an electronic newsletter. There are several services online that will assist you in writing an ezine. But use caution! It's bad business to send an ezine to someone who hasn't subscribed.

Announcements: Announcements are similar to a press release. Using the electronic transfer of news to an email box, you can announce new events, new services, and new products a lot faster.

Hottest eMarketing Tool

Today, e-books are the hottest marketing tool of the Twentieth Century. Once Internet Gurus grasp the concept of selling their services or products with an e-book, the market jumped. Adding an e-book to your tools of eMarketing is a smart move.

E-books consist of hidden links (as in, not apparent) that the inexperienced e-book reader can't see. These links help promote affiliate programs and sell your services or products. The readers click through the e-book and find themselves at your site.

E-books are an eMarketing medium that needs careful planning. It makes no sense to develop an e-book on dogs if you sell household appliances. To be successful at eMarketing with e-books, you need to write content related to your business. For instance:

· Home Improvement - How to Design a Kitchen

· Accountant - How Small Businesses can Benefit From a CPA

· Web Developer - How a Website Can Help

Bottom Line

eMarketing has saved businesses thousands of advertising dollars. It's an effective marketing tool that every business should take advantage of. With a better understanding of how eMarketing can help improve your business, you can prepare for an eMarketing campaign that will exceed all of your expectations.


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