Marketing: Definition, History and Key Strategies
Key points:
- Definition of marketing : Marketing is a discipline that analyzes the needs of consumers to develop strategies aimed at influencing their behaviors and actions. It values a company's offering by focusing on value creation and customer satisfaction.
- The evolution of marketing :
- 1960's : Appearance of merchandising in France.
- 1980s : Expansion to massive broadcast channels such as television and radio, favored by globalization.
- Years 2000 : Transition to digital marketing with the emergence of the Internet and giants like Google and Microsoft.
- Since 2005 : Rise of digital marketing thanks to tracking and analysis tools, evolving with new technologies such as smartphones, social networks and the metaverse.
- Marketing types :
- Direct marketing : A personalized approach targeting mail order sales or sending letters to encourage purchase.
- Relationship marketing : Dialogue between the company and the customer to establish a lasting relationship.
- Buzz Marketing : Creation of buzz through viral actions to promote the company.
- Digital marketing : Includes strategies like SEO (Search Engine Optimization), SEA (Search Engine Advertising), and VSEO (Video Search Engine Optimization).
- Inbound marketing : A content creation strategy designed to attract prospects, generate leads, and convert customers through the conversion funnel.
- Outbound marketing : Dissemination of a message to a large audience without precise segmentation.
- Affiliate marketing : A recommendation system to promote a specific business or offer.
Definition of Marketing
The marketing is an essential field for businesses, focused on analysing consumers' needs in order to develop strategies to influence their behaviors and actions. It aims to promote a company's offer to consumers, with an emphasis on value creation and customer satisfaction.
The Evolution of Marketing
The history of marketing in France began at the end of the 1960s, when we talked about merchandising. With globalization in the 1980s, marketing extended to massive distribution channels such as television and radio, before moving towards digital in the early 2000s with the emergence of the Internet and giants like Google and Microsoft.
The advent of digital marketing really took off in 2005, thanks to tracking and analysis tools, and continues to evolve with new technologies such as smartphones, social networks, and the metaverse.
The Science of Marketing
Marketing influences the entire organization of a business, orienting its strategies towards customer satisfaction rather than the product itself. It engages all departments, from production to engineering, to customer service, around a consumer-centered marketing plan.
Marketing Types
- Direct Marketing : A personalized approach targeting mail order sales or sending letters to encourage purchase.
- Relationship marketing : Dialogue between the company and the customer to establish a lasting relationship.
- Buzz Marketing : Creation of buzz through viral actions to promote the company.
- Digital marketing : Includes strategies like SEO (Search Engine Optimization), SEA (Search Engine Advertising), and VSEO (Video Search Engine Optimization).
- Inbound Marketing : A content creation strategy designed to attract prospects, generate leads, and convert customers through the conversion funnel.
- Outbound Marketing : Dissemination of a message to a large audience without precise segmentation.
- Affiliate Marketing : A recommendation system to promote a specific business or offer.
Each company must choose its type or types of marketing according to its global strategy, its market, its customers, and its products.
Conclusion
Marketing is an indispensable pillar for the success of businesses in a constantly changing world. With the right strategy, it is possible to effectively reach your target, increase customer satisfaction and enhance your offer on the market.
FAQ
Direct marketing focuses on targeted actions to encourage purchase, such as mail order sales, while relationship marketing aims to establish a lasting relationship between the business and the customer.
Since the 2000s, digital marketing has evolved with the emergence of the Internet, smartphones, social networks and the metaverse, integrating tracking and analysis tools to refine marketing strategies.
Inbound marketing is a content creation strategy aimed at attracting leads, generating leads, and converting customers by guiding them through the conversion funnel.
