Information Paper
The Importance of Marketing & Communication by Brian Hill, Demand Media
A business may have developed terrific products and put together a supremely talented management team, but ultimately success hinges on persuading significant numbers of customers to select that company’s products or services rather than buying from someone else. Growing a business comes down to the ability to sell. Innovative strategies, a comprehensive understanding of consumer behavior and aggressive communication of the company’s message combine to bring about sales success.
Developing Strategic Vision
One of marketing’s functions is to constantly look for new ways of growing the company’s revenues. Strategic vision means being on the lookout for new opportunities and creating strategies for the company to take advantage of them. The company could discover exciting, emerging markets that it could supply products or services to. Devising ways of selling additional services or products to the customers that a company already has is another way to accelerate growth.
Creating Brand Awareness
For consumers to buy from the company, they first need to know the company exists and what it is selling. Advertising and promotion strategies are formulated to reach as many potential customers as possible and tell them what the company has to offer. To be successful, the company must have a good understanding of what demographic groups are most likely to become customers, and apply marketing expenditures to the media that serve these groups. Repetition is part of creating brand awareness. If the customer sees the communication from the company a number of times, there is a higher chance of making the sale.
Expressing Competitive Advantage
Marketing and communication strategies are designed to position the company as being superior to its competitors. The marketing message must show specific reasons the customer should purchase its products or services. Many times the message presents the
A business may have developed terrific products and put together a supremely talented management team, but ultimately success hinges on persuading significant numbers of customers to select that company’s products or services rather than buying from someone else. Growing a business comes down to the ability to sell. Innovative strategies, a comprehensive understanding of consumer behavior and aggressive communication of the company’s message combine to bring about sales success.
Developing Strategic Vision
One of marketing’s functions is to constantly look for new ways of growing the company’s revenues. Strategic vision means being on the lookout for new opportunities and creating strategies for the company to take advantage of them. The company could discover exciting, emerging markets that it could supply products or services to. Devising ways of selling additional services or products to the customers that a company already has is another way to accelerate growth.
Creating Brand Awareness
For consumers to buy from the company, they first need to know the company exists and what it is selling. Advertising and promotion strategies are formulated to reach as many potential customers as possible and tell them what the company has to offer. To be successful, the company must have a good understanding of what demographic groups are most likely to become customers, and apply marketing expenditures to the media that serve these groups. Repetition is part of creating brand awareness. If the customer sees the communication from the company a number of times, there is a higher chance of making the sale.
Expressing Competitive Advantage
Marketing and communication strategies are designed to position the company as being superior to its competitors. The marketing message must show specific reasons the customer should purchase its products or services. Many times the message presents the