What Is Marketing and Why Do Companies Need It?

Discover the significance of marketing in business. Explore its core principles, impact, and strategies for effective implementation.

Nancy J. Hassler
11 Sep 2023

Marketing emerges as a vital must-have for success. It's the driving force that brings in new clients and expands business networks. Understanding the core benefits of marketing and mastering promoting products can transform your advertising campaigns and supercharge your business's success.

Whether you're a business owner or a professional navigating the corporate landscape, there are crucial questions to consider. Do you truly understand your customers' needs? Is the trust in your products evident to your customers? Are you tuned in to the conversations customers are having about your offerings?

In this article, we're deeply diving into what is marketing in business, its benefits and strategies.

What Is Marketing?

Marketing is a toolkit of techniques, strategies, plans, actions, and processes aimed at effectively communicating, promoting, and expanding offerings, ultimately delivering value to a specific audience and translating into profitability.

Marketing is the dynamic engine driving a business to entice potential customers into purchasing its offerings. From in-person campaigns to television spots and engaging podcasts, the choice of marketing channels depends on where your target audience frequents. This strategic placement allows your products or services to be seen where they matter most, enabling business growth and enhancing brand recognition.

Marketing, however, goes beyond simple definitions of selling and advertising. The main functions of marketing involve an intricate web of activities, including product distribution, crafting impactful promotional materials like landing pages and social media content, enhancing customer experiences, conducting market research, segmenting markets, and much more. marketing-goal.jpg

What Is the Goal of Marketing?

Marketing involves delving into market research, meticulous analysis, and understanding the desires of your ideal customers. The question is: "How, when, and where does our consumer want to connect with our business?" Marketing isn't just a fragment; it's every aspect of business – from crafting products to distribution, sales, and impactful advertising.

Meticulously planned marketing strategy shapes a company's brand and messaging. This consistency is key – it communicates to customers what to expect, building a bond between brands and customers. When a business consistently lives up to its reputation and fulfills expectations, trust is nurtured among loyal customers, enhancing the brand's value in the eyes of consumers. And the ultimate reward for these dedicated efforts? Boosted sales.

What Are the 4 P's of Marketing?

Success isn't guaranteed by simply putting it on the market. Instead, the pivotal role of your marketing team comes into play. Market research becomes the compass, guiding the way through crucial questions.


At the core of your strategy lies what you offer – tangible goods, services, or consultancy. Its design and features should be finely attuned to the needs, desires, and motivations of your target audience. By crafting a product that seamlessly aligns with their aspirations, you create a strong bond that resonates deeply.

  • What sets your product apart from the rest?
  • How does it outshine the competition?
  • How is the product designed to be used?
  • What needs does your product fulfill?
  • Are there any common frustrations among your audience with the product?
  • What pain points do your audience experience with competitor products?


Price isn't just a number; it's a gateway determining the buyer's journey. The price you set impacts profit margins, your chosen market, financial goals, and trends. Striking the right balance between value and affordability is essential to capture your customer's attention.

  • How does the price reflect your brand's identity?
  • What perception will the price likely create among buyers?
  • Does the pricing model align with lead generation strategies?


Deciding where and how to sell – be it online, in-store, or through partnerships – is followed by strategic positioning. Placement on shelves and visibility impact purchasing choices, often influenced by slotting fees and promotional strategies. The goal is to offer a smooth, hassle-free buying experience for potential customers.

  • Where should your product be accessible – exclusive or widely available?
  • Does your target audience have any geographical constraints?


Communicating value is paramount. Your product's excellence needs effective conveyance. This involves a dynamic mix of promotional channels to engage your target audience. Through these channels, you can spotlight the benefits of your product, placing it squarely in the market's spotlight.

Why is this product essential for your target personas? When are your target personas most aware of their need for this product? What messaging and content resonate deeply with your target audience?


Types of Marketing Strategies

The success of your marketing campaigns relies on understanding your customers' preferences. Here are a few types of marketing strategies, some of which have proven their effectiveness over time:

Social Media Marketing

Social media marketing leverages platforms like Instagram, Twitter, and YouTube etc. to build brands, connect with customers, drive website traffic, and boost sales. These platforms facilitate personalized interactions, providing educational content and engaging experiences. Marketers capitalize on data analytics to develop targeted ads and timely posts that boost sales, drive website traffic, build brand awareness, and foster relationships.

Content Marketing

Content marketing centers on crafting valuable, relevant content that attracts and converts audiences. By enhancing SEO traffic and improving customer quality and quantity, this strategy resonates. Notable is Coca-Cola's "Share a Coke" campaign, where personalized labels fostered a stronger customer connection, achieving global success.

Influencer Marketing

Influencer marketing taps into the reach of social media influencers who promote products. Companies collaborate with individuals boasting substantial followings to feature their products on platforms like Instagram and Snapchat. This symbiotic relationship benefits both the company and the influencer, amplifying brand visibility. Use SnapAds for the best experience with influencers.

SEO Marketing

Search Engine Optimization (SEO) enhances organic web traffic by optimizing content for search engines. By incorporating specific keywords and ensuring user-friendly website experiences, SEO improves rankings, thereby boosting traffic and customer conversion rates.

Email Marketing

With over 4 billion email users globally, email marketing remains a potent tool. By delivering product highlights, enticing offers, and updates, you can communicate your brand's value and keep customers engaged outside their purchasing cycles.

Public Relations Strategy

A robust PR strategy showcases your brand's value to society and nurtures a positive public image. It involves crafting news releases, participating in events, organizing press conferences, and collaborating with other businesses. A strong PR presence enhances your brand's reputation and stimulates product demand.

Marketing benefits

Let’s keep going by discovering what is marketing in business benefits.


Consider a conventional print ad, costing upwards of $2,000, with a measurement of resulting sales impact. Enter email marketing—a powerful modern strategy with an average return of $42 for every $1 invested. Digital marketing strategies boast low startup costs. Search engine optimization (SEO), social media, and content marketing stand as cost-effective online promotion tools, requiring merely your time and expertise.

Increase Sales

A well-crafted marketing strategy displays a direct link between its execution and the surge in sales figures. The effectiveness of this strategy can trigger an upswing in product sales during its campaign. Elevated sales not only increase product profitability but also support the company's market share.

Foster Consumer Trust

The intricate details of a product, like safety features in a car, foster trust and ensure consumer confidence. This foundation of trust nurtures brand loyalty, cascading into increased recommendations and elevated sales. This symbiotic marketing and advertising trust loop amplifies profits, gathers new followers, and fortifies market positioning.

Enhance Company Reputation

Marketing communicates core values, mission, and ethical standards. Bolstering a positive reputation becomes pivotal, as a tarnished image can deter potential buyers. A compelling marketing campaign invigorates the company's reputation, painting it as a constructive force for the community. This resulted in augmented sales and facilitated the launch of new products.

Enrich Market Understanding

The prowess of digital platforms facilitates targeting potential customers not just within your community but across states, countries, and continents. Previously, expanding across diverse markets incurred exorbitant costs. Enter digital media strategies—social media, content marketing, and email marketing—enabling seamless global outreach.


Limitations of marketing

Let's delve into some key limitations of marketing: Budget Constraints Marketing campaigns, especially in traditional formats, can often demand substantial financial investments. For small businesses or startups with limited budgets, this can pose a significant hurdle. Allocating funds to various marketing channels, different types of advertising platforms, and creative content can strain resources, affecting other critical areas of business operations.

Ineffectual Targeting

Poor targeting can result in low engagement rates and suboptimal conversion rates. Identifying and understanding the nuances of your target audience's preferences, behaviors, and needs is essential to creating campaigns that truly connect.


Consumers are bombarded with marketing messages from all directions. This saturation can lead to an overwhelming amount of information, causing your efforts to get lost in the noise. Standing out amidst fierce competition requires innovative strategies that capture attention and hold it long enough to convey your value proposition.

Limited Control Over External Factors

External factors in marketing and advertising such as economic fluctuations, political events, or unexpected crises, can have a profound impact on marketing outcomes. An unforeseen event can render a meticulously planned campaign ineffective or damage a brand's reputation. Flexibility and the ability to swiftly adjust strategies are crucial to navigating such unpredictable circumstances.

Ad Blocking

As consumers become more tech-savvy, they've developed methods to avoid or block advertising content. Ad-blockers and the general sense of apathy toward traditional advertising can hinder the reach of your messages. Crafting compelling, non-intrusive content that adds value to the consumer experience is crucial to circumvent these obstacles.


Request a demo