Marketing Myopia


Marketing Myopia

Marketing refers to the act an organization undertakes in order to engage its targeted audience, develop positive relations to generate value for its clients, and acquire new customers so as to extract maximum value out of the investment made. The objective of marketing is to identify and channel the appropriate message to the right people at the right time so that they make a purchasing decision. Marketing is a science of getting the word out about a product or service. It is used to get people interested in a product so that they will make an investment in it. It involves active promotion of a product or service. Marketing is one of the oldest forms of advertising and has been in existence for decades.

Marketing through social media is a very important element of marketing management. This concept refers to the use of various social marketing techniques to promote a business on the internet. Social marketing involves the active involvement of consumers with a business. It uses several channels such as internet advertising, online selling, and community-based marketing techniques. These various channels are usually referred to as social marketing concepts.

Influencer marketing refers to any form of marketing that uses one or a few influential individuals as the marketing tool or vehicle. These individuals are the advocates of the product or service which thereby enables the marketer to build a positive reputation for the product or service. Influencer marketing research helps the marketer to establish rapport among these influential individuals and thus allows for better targeted marketing strategies. Influencer marketing research includes various factors such as the relationship building, product branding, and the reputation building.

Branding is another important concept of marketing research. This concept focuses on creating a recognizable image or name of a particular product or service among consumers. A popular example is the McDonald’s brand. The strategy behind this concept is to make the consumers recognize the symbol easily and want to have it. Branding helps in creating an image in the minds of consumers which helps the marketers reach out to more customers effectively.

Another marketing concept is the selling concept. This concept refers to the marketing strategy which deals with the direct selling or retail selling of products or services to customers. This concept makes use of direct marketing tools such as leaflets, brochures, postcards, etc. Direct selling also makes use of advertising methods such as TV commercials, radio ads, etc. A major advantage of selling the concept is that it does not require a huge investment from the marketer since selling directly to consumers enable the marketer to pocket only the profit generated from successful selling of products or services.

Consumer friendly marketing concept is another marketing concept that is aimed at meeting the needs of consumers. This concept makes use of a series of activities such as packaging, labelling, promotion, advertising, and customer service to ensure a smooth shopping experience. This concept ensures satisfaction to both the marketer and the customer by providing the customers with the products or services they want to buy. One important thing to remember while using consumer friendly marketing concept is to use proper strategies to ensure satisfaction to customers by not exploiting their needs. Marketing techniques such as advertising must be well planned and executed to give positive results. Proper planning and execution are the key to satisfying consumers.