Lateef Abdulafeez

The Ultimate Purpose of a Marketer

To get into details about the significance of marketing for businesses, let us first look at the purpose that a marketer fulfils. The marketing ability of a marketer can make or break any organization’s financial success. They ensure that the products and services are marketed well enough to keep the demand going.

Creative and innovative marketers help build brand equity and the customer experience in the longer term. They also ensure that the target audience is aware of a company’s products and offerings. Their marketing plan is entirely based on identifying the customer’s needs, wants and demands, pushing companies to innovate and bring out better products over time. This is why we must next understand what marketing in business is.

Significant Role of Marketing in Business

The role of a marketing department cannot be undermined by any business. It is, after all, one of the most essential cogs in the wheel of every business’s success. Depending on what the company does, the role of a marketing department can be classified as follows.

Defining the brand

This revolves around creating awareness about the brand, its mission, vision, values, etc. This will also ensure that there is clarity on the company’s target group, which largely depends on the type of products and services a company offers.

Conducting marketing campaigns

Another role of a marketing department is to conduct campaigns. This ensures that word gets out about the brand in creative ways that can attract customers.

Production of collaterals

The marketing department brings out certain collateral such as brochures or even animation videos which are called promotional material.  Besides planning and creating collaterals, the marketing department must also ensure that these are updated from time to time.

Creating content

Lately, content has become a very important aspect of a marketing strategy. This includes content present on the company’s website and other platforms which customers can look at when they wish to know more about a brand’s products and services.

Conducting market research

This is one of the most important roles of a marketing department. Engaging in research can help understand the target market, competitor capabilities and also how a brand’s products are perceived by its customers.

The role of a marketing department also involves choosing the right mix of different types of marketing strategies that can fit the brand’s requirements in the best way possible. Some of these include,

• Paid advertising: Traditional approach including TVs and print media advertising.
• Cause marketing: Linking the company’s products and services to a social cause
• Relationship marketing: Focuses on building customer loyalty
• Undercover marketing: Marketing a brand in a hidden and subtle way; also known as stealth marketing.
• Word of mouth: Relies on the impression created by a brand on its customers
• Internet marketing: Marketing done on various online platforms
• Transactional marketing: Encouraging customers to purchase coupons, offering discounts, etc.

These are some types of marketing strategies adopted by brands according to their objectives. Now, let us move on to the marketing objectives.