What is Marketing
Marketing is a tool used by businesses to create, retain and satisfy customers. It is mainly used to communicate messages about the company, their products and/or services, their brand message and company news for example, with prospective or current customers. Marketing, in a digital or traditional format, exists in every business, with UK ad spend predicted to hit £87 billion by 2021. Companies often create a marketing plan which focuses on four key components: products and services, promotion, distribution and pricing. A marketing plan helps a company align their marketing effects with company goals and objectives with a sole aim to attract and retain a growing customer base. Marketing can now be broken down broadly into two groups: traditional marketing and digital marketing. Traditional marketing refers to any promotional material, which includes print advertisement, for example, newsletters, billboards, flyers and newspaper print ads, as well as TV commercials and radio advertisements. Digital marketing on the other hand, refers to advertising which is delivered through digital channels such as websites, social media, email, mobile apps and search engines. Digital marketing can be broken down into more specific types of marketing such as paid search, search engine optimization, content marketing, social media marketing, email marketing, mobile marketing and marketing automation.