Why marketing isn’t just about adverts

As soon as you mention the word ‘marketing’, some people immediately start to think of ‘adverts’. While advertising is of course an integral part of marketing, to suggest that marketing is nothing but advertising would be an antiquated notion in the extreme. The world of marketing has changed greatly in the last few decades, thanks in no small part to the digital revolution, but that isn’t the half of it. Read on to find out how your brand’s marketing activities should be so much more than advertising here in the 21st century…


Web design
– More often than not, the first point of contact a potential customer will have with your business is your website. In the 21st century, it’s becoming increasingly common for companies and clients to interact online, and before you can make an impression in person or with your products, you need to win customers over with your website. Poorly designed sites plagued by spelling mistakes, dead links or shoddy imagery won’t impress anyone, so quality web design is crucial.

Social media – Another major interface between your business and its customers is the world of social networking. Gone are the days when a complaint, compliment or query would be addressed to you in letter form. Today, sites like Twitter, Facebook and Google+ all act as forums for frank discussions about your business. You need to mediate these successfully if you are to continue to keep your existing customers placated whilst simultaneously winning new ones…

Brand image – Very much tied into the first two points, your company’s brand image is the face it presents to the wider world. Your website, the tone presented in your advertisements, the colour and cut of your uniforms, even the design of your logo – all of these things affect the way in which your business is perceived by potential customers. A good marketing agency will help you to develop a successful brand image that can help your business to grow in future.

Societal marketing – Marketing isn’t just about accentuating the positive aspects of your business – it can also be about mitigating any negative press and confronting problems before they occur. In a time when social and environmental issues are high on most companies’ agendas, good societal marketing can ensure that your business is as clean as a whistle from the ground up.

Communication Marketing is about communication, but you don’t just communicate with your clients and customers through adverts, do you? Well-designed presentations, crafted blog posts, newsletters and other pieces of written content will all help to express the ethos of your brand to potential customers, so your marketing activities need to encompass these elements, too.

 

The following two tabs change content below.
Ian is the founder of Opportunity Marketing marketing, with over 18 years of experience in successfully setting up marketing departments, creating marketing strategies and implementing these strategies across a wide number of SME companies in both the B2B and B2C sectors through a variety of channels.