Some people believe that marketing is simply the pursuit of brand awareness, some people think marketing is a cost, something that cannot be reclaimed, others see marketing as an investment. We believe that marketing is a science, which can be tested and measured and used to control business growth.
Often business owners have the support of a PR company but PR is only 1 of many marketing channels and does not constitute a marketing strategy.
Marketing was once a subjective discipline but the Internet and digital marketing has given marketers access to new data, which allows for the testing, and measurement of actions taken. Increasingly sophisticated attribution models mean that marketers can now see more clearly how delivering messages through multiple marketing channels affects buying behavior. From last click attribution models we can now understand how offline marketing channels affect online behavior and vice versa.
Marketing in 2015 is centered on content marketing. Whether in the B2B or B2C environment, using content as an extension of business selling messages has become an integral part of everyday activities.
To existing customers, content comes in the form of newsletters and sharing articles and interesting information. To new customers, content is an acquisition channel, which allows an organisation to spread their company name and message without incurring large advertising costs. For staff, content is used in internal newsletters and notice board updates to convey company messages and to keep staff informed. Using words to express ideas and messages is not new, but controlling them and planning them to acquire and retain business is.
In 2014 it was reported that 70% of companies employed a content marketing strategy. The rise of digital marketing and social media has provided new platforms for content to be read and shared. This has created a wave of content consumers, a generation who are creating and sharing content in enormous quantities each day.
Attribution models show how marketing channels work together to create a consistent selling message to the right target market and show organisations where the real value in marketing activity is.
Marketing consists of numerous channels including existing customer strategies, direct marketing and new customer acquisition, digital marketing which includes search engine marketing and social media, and offline marketing, TV, Radio and Print marketing. Each channel plays a role in a successful marketing strategy and the portrayal of a consistent brand message.
Marketing activities should not cost money; they should make money and if they do not it is important to at least have the data available to understand why.