Marketing is the one word that most marketers cannot stop talking about. Marketing is the practice of creating and disseminating information to potential customers in order to bring them into a buying position. Marketers use marketing techniques to convince consumers to buy a product, while conning them into thinking they are buying something of value. Marketing is a science and an art, as well as a combination of these two. The art of marketing is a form of advertising used to sell products or services while the science of marketing deals with creating a measurable and effective advertising message that can be used to attract clients and customers.

What exactly is marketing? Marketing is the process by which businesses develop and distribute a tangible product or service that can be used to satisfy the needs of consumers. Marketing is also a set of processes and strategies used to identify, test, and evaluate new ideas for product development and distribution. Marketing is designed to spread the word about a product, establish customer loyalty, acquire and keep customers as loyal and paying customers, and create markets where customers will be buyers rather than sellers. Marketing is the one word that all the major players in the business world can’t seem to avoid. Marketing is the one word that defines what a business does, where it markets its products and services and how to sell them.

Marketing is an essential element of the business environment and cannot be ignored. If a business is not growing or advancing in an industry, its marketing strategy should be reevaluated. A marketing concept that has been well understood and successfully applied for decades will continue to play a critical role in the viability of any business. The marketing concept that is most commonly known is the customer relationship management or CRM model. Marketing strategies that effectively leverage this proven customer relationship management concept will lead to increased market penetration strategy, increased sales, and a higher return on investment.

This new marketing concept begins with a solid understanding of who your target market is and what they want. Next, an organization must determine what tactics are necessary to achieve these goals. A company must develop and implement marketing plans based on the identified characteristics of its target market and the actions necessary to exploit the opportunities that will be presented by those characteristics. In other words, a business must define, test, and measure all of its marketing strategies so that the results can be compared and a successful strategy developed.

Marketing is about people and the marketing concepts that support people. The above marketing concept recognizes the importance of human psychology in a successful marketing effort and understands that a person will buy something if they believe that they are making a good purchase decision. People do not always behave in the same manner, but recognizing this marketing concept and putting it to use can help businesses succeed. The social web is emerging as another important tool in the new marketing concept. The social web allows consumers, businesses, and organizations to interact with one another on a much more personalized basis than ever before.

Companies that truly understand the value of the social web need to utilize the marketing concepts that will allow them to dominate their competition. If you are a business that wants to increase your market share and improve the bottom line of your company, then it is time to think outside of the box. It is time to invest in a marketing strategy that will allow you to dominate your competitors. There is no reason why you cannot take advantage of all the opportunities that are available to you. Stop treating marketing your traditional methods that have failed you and start focusing on a new way to connect with consumers and business owners online. Doing so will put you on the fast track to success.


By Arlene Huff

Arlene Huff is the founding member of Golden State Online. Before that She was a general assignment reporter. A native Californian, she graduated from the University of California with a degree in medical anthropology and global health. She currently lives in Los Angeles.

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