In the modern world it is difficult to imagine trade without marketing, which is engaged in an organizational function. It is this activity that is responsible for the creation, promotion and provision of a product or service to the consumer. Nowadays, every medium and large company has separate representatives in the firm who are engaged in marketing.
Marketing services
These are the activities carried out by the enterprise to research the market, competitive environment and consumer behavior. It is also the identification of external and internal factors that affect the company's products and its provision of services to the population.
Services
There are three types of marketing services:
- market research;
- consulting;
- BTL.
Marketing Research
Demand for this type of research has increased by thirty-seven percent in recent years, which confirms the increasing level of influence of the marketing services market. Entrepreneurs understand this more and more. This is how importantconducting research for successful business prosperity.
Examples of marketing services:
- making important decisions for the company that are justified, reasoned and based on previous surveys, calculations, charting;
- knowing what products the target audience will prefer, under what conditions it is easier for them to make a purchase;
- calculation of the expected behavior of the consumer when a new specific product is released on the market;
- assessment of ways to promote the product;
- improving the efficiency of selling goods;
- expand target market;
- determine the strengths and weaknesses of both yourself and your competitors;
- developing various strategies to counter competitors.
Providing marketing services
There are specialized marketing agencies that provide marketing services to the public. There are two hundred and twenty of them in Russia. Marketing services are:
- complete research of markets for goods and services, as well as the target audience;
- providing services to identify inconsistencies in a competitive environment;
- presentation of information related to the price sphere.
- research of the promotion system;
- work related to establishing the effectiveness of promotional activities;
- conducting opinion polls and testing;
- research on products.
Consulting
It's dynamica growing segment that provides business consulting services. There are about twenty such agencies in Russia.
Consulting companies offer the following services:
- providing an effective business development plan;
- setting enterprise development goals;
- help with choosing advertising methods to increase company sales;
- designing effective marketing management within the company;
- determining the right direction in building a marketing network;
- develop the principle of collecting and using marketing information;
- help in finding violations in the chain of production and marketing of products, as well as in supplying the company with raw materials;
- consultations on other topics related to marketing.
BTL
This term translates as "below the line". It was formed thanks to the head of a large American company in the middle of the twentieth century. Once, while calculating the company's advertising costs, he drew a line and wrote down the cost of all expenses, but then he remembered another item and wrote it down under the line. From this point on, it is customary to divide marketing enterprises into two main types:
- above the line;
- under the line.
"Above the Line" includes everything related to conservative media, the price of which does not depend on the size of the applied enterprise. Hereincluded:
- media;
- television;
- press;
- radio;
- social media marketing;
- outdoor advertising.
"Under the line" includes those types of product promotion that are not included in the first group. It is generally accepted that a set of BTL events increases the prestige of the company.
There are BTL agencies that deal with:
- increasing sales of products in retail outlets, which includes promotion of the brand image of the enterprise throughout the chain "from the seller to the enterprise" and activities aimed at the consumer, the purpose of which is to stimulate the company's sales;
- creating direct contact of the enterprise with future and current customers through mailing to addresses on the Internet;
- remembering the brand of the company by the buyer and increasing the level of its prestige in the mind through the organization of bright events (tasting, lottery, etc.)
- distributing promotional materials at promotional outlets to increase the number of purchases by consumers.
Internet
Digital marketing is a term that combines targeted and interactive marketing. In other words, it is one that uses digital technologies to attract customers to buy goods or use services produced and provided by the manufacturer. Its main task is to increase the brand image in the minds of consumers and stimulate sales, which is achieved by using varioustechniques. The main way to achieve the goals of digital marketing is the Internet.
This type of marketing performs the following services:
- search optimization;
- search marketing;
- enterprise impact;
- automated content enhancement;
- e-concept activities;
- media automation in social networks;
- mailing to the email address of a potential consumer;
- ads contained in the content.
- sales promotion contained in electronic media downloaded by potential buyers on the Internet.
History of this type of marketing
The term appeared in the 90s. Digital marketing reached its peak in 2010. Then his structure of tools increased significantly, which was used as a system of influencing the consumer.
Despite the fact that until the indicated time the term was not designated and was not used in use, it originates in the 80s. Then a large automobile company published an advertising campaign in the magazine, which produced a resounding success for potential customers. Under the terms of the promotion, the reader had to write a letter to the company, and in return he received a floppy disk with a multimedia booklet, which indicated that buyers receive free test drives on various cars.
Currently, digital marketing continues to develop strongly. Every day, in order to stimulate demand from buyers, four and a halftrillions of advertisements over the Internet. To successfully use digital marketing, large and medium-sized enterprises conduct an analysis of consumer behavior on the network. For this, innovative methods are used that cause concern among the population, since such methods of influence can violate the safety of personal data, and this is one of the main factors for reliable communications.
This type differs from Internet marketing in that it uses, in addition to online methods, also offline methods of influencing potential buyers.
Digital marketing allows you to interact closely with potential consumers, this is its feature and increased efficiency for the enterprise or seller.
This type of marketing includes all actions related to the mass notification of people about the company's products and promotions.
There are certain digital marketing tools:
- Search optimization. Thanks to it, you can improve the position of the site on the search page.
- QR codes, they allow you to motivate a potential buyer to install the company's application on your phone, which helps increase sales.
- Advertising that is not direct. It must be posted on the Internet pages corresponding to the category of products manufactured by the enterprise.
- Advertisement broadcast on TV. Videos are an expensive way to stimulate demand, but potential buyers will learn about the product throughout the country.
- Advertisingmanufactured products or services provided by the enterprise, which is located around the city on banners. This type is also effective and popular.
- Viral advertising. It is usually made popular by consumers themselves by liking under the company's post.
OKVED, marketing services
The term is translated as "All-Russian Classification of Economic Activities". This is a document that is part of the classifiers of our country. A classifier is a list of certain objects, each of which has its own unique code.
OKVED is required for organizations to indicate special codes that are registered in the all-Russian classifier when registering individual entrepreneurs and LLCs. There is a guide that lists the codes along with the decryption.
The number of codes entered into documents is not limited. Therefore, you can select several types of activity at once and enter them in the list. But it is worth paying attention that one of them must be the main one, the income for which will be at least sixty percent. Thus, marketing services are a necessary component of any company.
