While
marketing industry is often labeled as glamorous,
marketing people always expected to be creative, and
marketing companies’ role usually reduced to that of advertising companies, it is becoming more and more apparent that
marketing providers outgrow these stereotypes - that their activity relies on numbers and statistical analyses as much as it relies on talent and creativity, that their practice is science and art in the same time, that their result are seen in consumers’ attitudes towards brands as much as in consumers’ shopping cart.
Many of the stereotypes associated with
marketing companies come from the fact that in many cases the role of
marketing is reduced to that of advertising. Developing memorable ads that remain deep into consumers’ minds and influence their decision making and buying behavior is just one of the many things
marketing companies do.
Another misunderstanding of
marketing companies’ roles comes from the fact that in many organizations the sales and
marketing functions are separated, which makes it difficult to emphasize the importance of maintaining the first one as an integral part of the latter one.
Nowadays, advertising is mostly done in advertising agencies and the sales function has grown so much in its diversity of means for implementation that it is done by different types of companies, depending on the form it takes. For instance, sales through sales agents -the most traditional form of sales we know - is usually still done by internal employees and not so often by outsourcing it to a specialized
marketing company. Still, other forms of sales such as tele
marketing or electronic sales are mostly done by specialized companies contracted by the organization producing the goods or services that are being sold.
While the role of sales and advertising is indeed important, these are just two of the types of promotion a
marketing company employs together with public relations and promotional techniques.
However, a
marketing company‘s activity can include anything in between
marketing research and customer relationship management. Its role is to first understand the consumer’s attitudes, cognitions, and behavior, then use the insight gained into developing the product or service, its promotion, its placement, and its pricing, and then continue to facilitate the sales of a product or service while using the feedback gained from the consumers and the foreseeable opportunities of the market in improving this
marketing mix or replacing it with a new one once before reaching the decline stage a product life cycle. Even though a
marketing company can do sales, PR, strategic
marketing, advertising, market research and many other things in the same time, many organization have chosen to concentrate on only one of this areas. No matter what the level of specialization of the
marketing company is, all of them can have an impact on the awareness and profitability of a company. However, what truly matters when choosing a
marketing company is how it integrates the different types of services provided in order to create the highest added value for the investment a client company made in
marketing programs.
Other Articles of George Meszaros
50% of all businesses fail within the first few years of their existence, a common source of failure is their lack of effective marketing If your marketing materials fail to grab attention, success will become less achievable than it has to be
(Mar 09, 2012)
‘Google’ is now a word in dictionaries and Yellow Pages can be accessed on the Internet In this context, no matter if you are a business conducting all your operations online or a company that sells its products through its own store, you still want to have a good online presence so that you introduce yourself properly in front of current and potential customers, suppliers, retailers, associations and other entities that might become part of your organization’s stakeholders
(Feb 19, 2012)
Marketing plans are extremely important for both organizing the internal activity of an organization and for representing it in front of external representatives such as investors Marketing plans can facilitate the understanding of a company’s approach of the market, customers, and competitors
(Feb 19, 2012)
While there is a long tradition of Harley Davidson fans tattooing their favorite brand’s logo, more recent popular brand tattoos include names such as Nike, Coca-Cola, and even Disney
For years, it was believed that Harley Davidson’s popularity as a brand tattoo comes from its target market coinciding with the target market of tattoo products
(Feb 19, 2012)
When talking about a marketing plan many people and organizations as well tend to focus on the physical document and forget about the efforts that stood behind its creation and those efforts that are put afterwards in its implementation The marketing plan is just the result of hours of research, planning, and forecasting work
(Feb 16, 2012)
While marketing industry is often labeled as glamorous, marketing people always expected to be creative, and marketing companies’ role usually reduced to that of advertising companies, it is becoming more and more apparent that marketing providers outgrow these stereotypes - that their activity relies on numbers and statistical analyses as much as it relies on talent and creativity, that their practice is science and art in the same time, that their result are seen in consumers’ attitudes towards brands as much as in consumers’ shopping cart
(Feb 16, 2012)
Good business marketing is like the global positioning system (GPS) Any organization operating in the world of business-to-business (B2B) transactions experiences the increased pressure in securing sales in B2B commerce as compared to securing sales in business-to-consumer (B2C) commerce
(Feb 16, 2012)
Designing logos, promotional materials such as brochures or letters, and even designing the website for a company are important in improving a company’s sales but what a company actually needs in order to boost its sales is to develop a corporate identity that will differentiate it from its competitors, allow it to have a strong positioning in the minds of the target audience, and increase its market share
(Feb 16, 2012)
“To be or not to be” is NOT the question anymore There was a time when being online meant a lot
(Feb 16, 2012)
Most businesses struggle to differentiate themselves for the competition Why not use your website to stand out
(Feb 08, 2012)
