Are you looking for innovative marketing strategies? You should read here. Are you a student? Stop by this reflection on the essence of the marketing mix. Do you offer products and services and seek value in creating satisfying relationships with your audience? Do you want to have a deeper and less commercial vision of marketing and communication?
What you will find in this study on Marketing and Communication:
Knowing the difference between Marketing and Communication
Definition of Marketing
The Marketing Mix
Promotion does not rhyme with Communication
What came first, the chicken or the egg? Marketing or Communications?
Marketing and communication: the starting point
Let's start with an observation: marketing and communications are vast topics , well represented in academic and professional literature.
Illustrious Experts have analyzed marketing strategies, marketing mix and communication far and wide. I do not want to compare myself to them. On the other hand, many authors have attempted to oversimplify these complex concepts. For the sole purpose of selling their eBook at €9.90.
My goal is different.
I want to take you to rediscover the essence of marketing and communication . Why do we use these strategies? Who benefits from them? What is the connection between marketing and communication? How do we use our resources in these fields?
We try to create a relationship of mutual satisfaction between those who offer and those who use products and services. This is the true purpose of marketing and communication. Let's focus on the real value of these practices, beyond commercial simplifications.
Definition of Marketing
Let's start by exploring the origin of the term marketing.
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This concept developed in the United States in the early 1900s when NATA, the National Association of Teachers of Advertising , began to gather discussions of teachers and professors around the topic of advertising .
Consider that during this period, the Ford Model T was starting to be sold in the States, powered by the innovative assembly line.
These were years in which the demand for products exceeded the supply, making the study of the consumer superfluous. With the industrial boom and the increase in supply, the market transformed, showing signs of overproduction that the demand could not satisfy. This pushed manufacturers to look for new methods to attract attention to their products, marking the beginning of push communication.
Even then, as now, marketing was confused with simple advertising , seen only as a tool to inform consumers about available products, operating mainly in the sales phase.
But the differentiating concept is this: marketing is the “study of the market” and not simple advertising . The term marketing in Italian can be translated as “to market” or “to bring to market”. It has thus begun to take on a more complex connotation and Philip Kotler has played a crucial role in this change.
Promotion is just one of the many levers of marketing. The other three – product, price and positioning (or distribution) – are equally important and are exploited according to market conditions in more or less strategic ways.
This historical context and the evolution of marketing highlight the complexity of communication in marketing. The shift from a sales-only approach to a more holistic strategy shows how marketing and communication are interconnected and essential to understanding and satisfying consumer needs in the current market context.
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The Marketing Mix and the Shift from Promotion to Communication
If you have studied marketing at an academic level, you are surely familiar with the Marketing Mix by Philip Kotler, considered one of the founders of the discipline. This model, known as the four Ps:
Product
Price
Placement
Promotion
It represents a synthesized vision of marketing that divides the ability to achieve the pre-established business objectives into different variables.
Although these are well-defined and fairly simple buy phone number list starting points, the subjective interpretations of insiders cause confusion and bewilderment in business contexts: one does not really know what marketing is .
Over time, the concept of marketing has evolved to adapt to social changes, but the four Ps remain fundamental pillars. The introduction of the 4 Cs model has shifted the focus:
From Product to Consumer
From Price to Cost
From Promotion to Communication
From Distribution to Convenience
This approach puts you, the buyer of the product, at the center, following you from the identification of the need to its final use, including the moment of recycling. A type of product-centric and customer-centric marketing .
Marketing, therefore, evolves to better respond to your real needs of people through research and listening. The essential components of marketing remain constant over time, while adapting to new needs.
