The success of running a business depends not only on the selection of the right offer to the needs of the market. Proper promotion is the key. What distinguishes thriving companies is their striving to be number one among their clients. These entities know that only thanks to the knowledge of the rules governing the world of marketing, you can achieve specific business benefits. And the elements of marketing can combine into a well-functioning whole.
Marketing is a rich set of techniques, processes, methods, activities and tools aimed at reaching potential customers (target group) and get them to buy. All the components of marketing are closely related to each other. Their effectiveness depends primarily on the coherence and synergy of actions.
Individual marketing instruments constitute a coherent composition, leading to arousing interest in the offer and successive loyalty of the customer to our brand. Thanks to their skilful use, we are able not only to sell our own products more effectively and shape their demand on the market, as well as to have a real impact on the needs and preferences of customers.
Marketing elements - types and characteristics
Marketing elements include all procedures aimed at binding the customer with our product. Used in the right proportions, they are the foundation of a well-constructed marketing strategy.
One of the forms of influencing the market through the use of appropriate marketing techniques is adherence to the framework of the so-called 4P:
- product - considered based on specific needs, the quality offered and the perception of the brand in the consumer's mind;
- price - gives shape to the rest of your marketing. It can be established only after knowing the actual costs of production and distribution of the product and the estimated costs of promotional activities. It carries out marketing tasks in the selection of an appropriate pricing policy, determination of break-even points, determination of specific discounts and payment terms;
- place (distribution) - includes activities related to the distribution of the offered product on the market and the selection of appropriate distribution channels;
- promotion - this includes advertising, activities public relations, sponsorship, personal sales, and any other incentive for customers to buy.
The development of marketing over the years has forced the necessity to enrich the above model with another three elements. They make up the concept marketing mix 7P. Fourth P to people added. Employees, being an inseparable element of every sales process, contribute to the increase or decrease of interest in the offer. Their role is also to attach the customer to the brand. The next element is the process, in which, in the first place, steps are taken to attract the customer to the offer. You must provide him with all the information necessary to make a purchasing decision. Then the role of the company is to ensure proper sales conditions, as well as to provide full after-sales service. And finally, physical evidence, i.e. material evidence. It creates the so-called consistent brand image. It consists of, among others logo, visual identification, colors, product design, website, packaging, office design, etc.
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Marketing elements - where do the next ones come from?
The development of technology and the growing power of the Internet, enabling more synergistic communication between the client and the brand, made it necessary to add new elements to the marketing puzzle that has been functioning for years. Thanks to this marketing concepts evolve, as does the Model 4P, which has been reinforced with elements that make up the 4C combination. It consists of:
- customer value (customer needs and desires) - these are specific benefits that the customer will gain when using the offer;
- cost - costs incurred by the client when deciding to use the offer (selection of marketing activities to the client's financial capabilities);
- convenience (convenience of purchase) - all amenities that affect customer satisfaction that we are able to provide, both at the stage of making a purchase decision and during the sales process itself;
- communication - making the client an equal partner whose comments and suggestions have a real impact on the shaping of the offer.
The hierarchy of importance of the above-mentioned elements and the criteria for selecting specific marketing tools are determined primarily by the circumstances prevailing on the market, the set goals and financial capabilities of the enterprise. Nevertheless, all elements of marketing should be combined within one coherent strategy, which must flexibly adapt to changes taking place both on the market and in the company itself.
Advertising as one of the key elements of marketing
Enchanting the market with effective advertising is the dream of every entrepreneur, but it is possible only thanks to the implementation of a well-thought-out marketing strategy, the key role of which is played by properly created advertising.
The advertisement combines both information about the offered product or service and a specific persuasive message calling the client to act. It includes both free and paid forms of presenting the offer. Effective advertising is characterized by the fact that by influencing various types of senses, it triggers specific stimuli, leading to taking a specific action.
Originally, the advertisement was mainly informative. Today, it is also supposed to support specific customer attitudes, develop specific habits, educate individual market participants, evoke emotions and enable us to distinguish our offer from the offers of the competition.
Effective advertising is one that brings specific profits. For this to happen, it must be precisely targeted at a specific target group. Advertising for everyone is advertising for nobody. The classic formula for effective advertising consists of four elements: attracting attention, arousing interest, causing desire and stimulating to action. Is that enough? Well, advertising is also about inventing, experimenting, risking, breaking rules, making mistakes and having fun, so let's go!