In the broad sense of the word, marketing is a complex system for organizing activities related to market research. Usually, marketing has applied, purposeful properties aimed at exploring the consumer capabilities of the buyer. The purpose of marketing is to satisfy customer demand and maximize the profit from sales.
Various areas of business are involved in complex marketing: from studying demand or competition, to creating a unique offer and its implementation.
On the frontline
The art of offering a product correctly and in a timely manner does not arise from nothing.
Behind every successful business there is painstaking research work - integrated marketing. It includes research at all stages of the organization's activities in the design, development, manufacture and marketing of products that are in demand by the consumer.
Any mistake in marketing research can lead to a crash. It is no coincidence that marketing is called the forefront of any business.
Main advantagesareas of integrated marketing can be called:
- achieving long-term goals and building a competitive business;
- the ability to use non-standard ways to study the strengths and weaknesses of the company, business support with universal solutions;
- objective analysis of the business industry and, in particular, the company that has applied the complex.
The Necessity Principle
High competition associated with overproduction, energy and raw materials crisis led to the emergence of a new business principle, known as system or integrated marketing.
The content of systematic market research includes:
- continuous and consistent collection of information about market resources;
- introduction of innovative technologies in the sphere of production;
- complex solution of various current problems;
- strategic planning, striving for long-term achievement;
- application and development of communication technology and interaction with the consumer;
- carrying out cluster research in order to find weaknesses in competitors, discover new opportunities;
- research of consumer behavior, up to the typology of the behavioral principles of the buyer and the formation of his new needs.
All these tasks are solved by complex research in marketing.
Who calls the music
The desire of a firm or enterprise to achieve efficiency and commercial success, to win leadingpositions in the market forces to audit marketing activities, checking the correctness of the established doctrines of conquering the market.
In fact, a marketing audit is a comprehensive, systematic and impartial study of the company's marketing activities in order to identify shortcomings and problems in this area, prepare recommendations and innovations in the marketing strategy.
The direction and revision of marketing depends on the methods of implementation.
- Internal - is carried out by the forces of its employees, is distinguished by its availability and loyal price. An objective assessment of performance is not always possible.
- External - conducted by invited experts, analysts in various fields of knowledge. Distinguished by the impartiality and comprehensive nature of the study, as well as the high price and the possibility of information leakage.
Both types, understood as revision, are complex, systematic and impartial research. It is crowned by the preparation of results and recommendations based on the information received, further support of the company until positive results are obtained from the innovations introduced into the marketing strategy.
Six parts of one whole
How is marketing audited? This is a comprehensive, systematic and impartial study. It is conventionally divided into six stages:
- Audit of the organization's marketing macro- and microenvironment with item-by-item analysis. The macroenvironment affects natural, economic, technical and other factors thatimpact on the activities of the enterprise.
- Checking the marketing strategy. At this stage, the goals and objectives of enterprise marketing are analyzed, the business plan and innovative programs are examined.
- Analysis of the activities of marketing specialists, their interaction with other services of the company, the effectiveness of the organizational structure. You can order integrated marketing and its revision in specialized audit firms or do it yourself.
- Audit of innovations and planning systems in the field of marketing policy, checking the stability and quality of marketing control.
- Analysis of sales profitability in relation to costs.
- Checking the functionality of the company's product and pricing policy, analyzing sales promotion factors such as advertising costs or promotions by the company.
Expanding the boundaries of interaction
As IP technology has grown, so have the opportunities that integrated marketing can bring to a firm.
Internet space allows companies and organizations to more successfully conquer the consumer market. And also reach large audiences by creating your own sites and promoting them.
An integrated internet marketing agency can help a firm expand its sphere of influence. After all, the main thing is not only to increase the traffic of visiting the site, but also to keep the buyer, to introduce him to purchases and a loyal attitude towards the company's business. This is not easy to achieve, but it is possible if you order integrated marketing on the Internet.
Problems that solvesInternet Marketer:
- leads visitors to the site;
- incentivizes to make a purchase without leaving the site.
He also conducts complex marketing in Moscow, for example, and the cost of Internet marketing in the capital starts from 100 thousand rubles.
Is the game worth the candle, how soon will the costs pay off - this is not a rhetorical question for any business.
What tasks does an integrated Internet marketing agency solve?
For a successful online business, deep research and attraction of a new audience, comprehensive market research is used.
In practice, there are five main steps that can affect the promotion of the company's website.
- Visualization of the target audience: the exact definition of your buyer who is interested in your product or service. At this stage, the age category and financial capabilities of the potential buyer are also determined.
- The conversion stage is the transformation of a potential buyer into a real one. At this stage, an important role is played by the concept of integrated marketing, which conducts a broad study of the market and can offer the buyer sensible informational texts about goods and services, photos and videos, reviews, contacts for feedback. The stage is aimed at increasing real buyers at times.
- The stage of retaining a potential buyer on the site. As market research shows, at this step the company needs to work on the convenience of the interface itself.site, expanding the range; offer special promotions and discounts, draw prizes; offer free shipping and pickup points. Do everything so that the future consumer of a product or service does not lose interest and stays on the site as long as possible.
- Headhunt stage. Integrated Internet marketing offers remarketing services - once you visit the site, all visitors will be covered by advertising texts from your site in the future, in addition, at this stage, mass mailing of VKontakte and other social networks is widely used.
- Advertising - do not forget about the main engine of trade, the buyer's conviction in the correctness of the purchase gives the company access to a regular client.
Characteristics of the tools adopted in Internet marketing
The subtleties of Internet resource technologies must not only correspond to their multi-purpose tasks, but also be tested by robots, otherwise a site overloaded with advertising can go to "baden-baden" - to the back of search engines - to rest.
Therefore, integrated Internet marketing uses the following tools.
- SEO optimization - the use of this tool means the presence of key queries on the site pages, alt-attributes (alternative text descriptions of illustrations), the use of meta tags to transfer the site description to search engines.
- Contextual and media advertising in the form of videos, banners and teasers that makeuser to switch to third-party resources.
- SMM - used to reach the audience of social networks.
- Creation of content - original texts to fill the site and disseminate information among potential buyers. The main task is marketing and an integrated approach in studying customer questions, preparing answers on the types of products and services of interest to the target audience.
- Viral marketing promotes the site to the first lines of search engines with the help of additional downloads, reposts and likes.
- E-mail newsletters are used in complex Internet marketing to notify about new promotions, types of goods and services, additional bonuses and nice gifts for the buyer.
The evolution of marketing
The requirements of an ever-changing market, the purposeful and complex nature of marketing have brought out a number of concepts, without which today's achievements in this area are impossible.
Development concepts include:
- improvement of production - the consumer purchases mainly affordable goods, widely represented on the market;
- improving the quality of the product without increasing the price is a condition for the prosperity of the product in the market;
- intensity of commercialization - includes the marketing capabilities of the manufacturer, is necessary in the area of passive demand for certain types of products and services;
- constant search for new customer needs to create opportunities to meet them;
- Comprehensive marketing system and ethical concept are correlated as ensuring the safety of new speciesgoods and services for the entire society or state, and not just the satisfaction of consumer needs.
For example, by renting construction equipment, an organization satisfies such market needs as the construction of high-performance facilities at the lowest cost of high-quality products.
At the same time, a comprehensive marketing analysis for construction equipment rental companies also provides tangible benefits for society: due to the constant development of construction technologies and the introduction of innovations in production.
This will stabilize the increase in customer value of services for enterprises renting construction equipment.
How to choose a strategy: information for business
The relevance of the company's products is always a demanded indicator. In order to stay on the market, the company must continuously develop and eliminate the uncertainty and uncertainty of its position by any means, then the efforts spent on complex marketing services will not be lost. What else is specific?
To win back their market share, companies use complex market research, marketing as a strategy system.
- Attack of a competitor. The marketing strategy is organized around the main competitor, it is associated with aggressive sales and market capture. Such attacks require large financial investments, the lion's share of which goes to developing a superior product and promoting it.
- Encirclement and capture. This type of strategy aims toexploiting a competitor's weaknesses, with the possibility of carving out similar product niches and absorbing competitors' market share.
- Strategy of the jumping frog. It consists in a ruthless, lightning-fast and decisive leap to create competition in the field of business. Usually leads to higher profits and stronger positions of managerial marketing. Often this is the use of innovative products, the implementation of which makes the efforts of competitors irrelevant.
- Flank attack or flank strike strategy. A marketing agency may offer a flanking attack. It is similar to the environment strategy, but is more based on capturing a market that is not fully served by competitors. In fact, it involves the search for new market niches and assertion in them at a time when a competitor is busy developing the main sales market.
Going on the defensive
Often large companies use defensive tactics in marketing wars. There are many types of defense strategies for successful business.
- My home is my castle. The fortress strategy is to strengthen customer relationships and improve customer service. Without radical changes in the product segment, the organization achieves increased sales through loy alty programs without spending additional resources.
- Protection on the move. Mobile action strategy. It is based on differentiated product change, advertising strategy change factors. Rapid progress does not allowcompetitors to catch up or overtake a market-based company.
- Containment strategy. It consists in strengthening the company in the market through competition for discounts. Establish a reputation for offering unrivaled and consistent customer benefits.
- Partnership agreements. This marketing strategy is based on uniting and creating alliances of small competitors against a large one. For example, small shops can team up to provide free parking spaces to their customers and compete successfully with a dominant competitor.
- Retreat tactics. Sometimes you have to retreat for a while in order to take part in the struggle for your business with renewed vigor. If a discount store larger than the existing one opens in the neighborhood, it must be closed. And after a while, open a new store, a more targeted trading niche, such as discounted sporting goods.
Bundling Marketing – Costs or Disadvantages by Type
You can divide the marketing activities for the comprehensive study of the consumer market by industry. Depending on the application, each type has its own advantages and disadvantages:
- Industrial or production marketing. Positive aspects: covers new sales markets, substantiates production programs, pricing. Disadvantages: geographic dependence, higher cost of research to find new types of products.
- Sales or trade marketing. The main task is to searchchannels for the movement of goods, logistics, warehousing, creation of a trade service and subsequent maintenance service. The disadvantage is that the buyer has high expectations regarding price cuts and discounts, which can undermine the image of the trade brand or product brand.
- Services and marketing - is distinguished by a complex of production and trade marketing. This contributes to the expansion of interaction between various areas of the economy, which is an undoubted plus. As a drawback, it is difficult to take into account and control, which contributes little to the development of timely recommendations.
- Integrated marketing of intellectual work promotes the introduction of information products and information technologies. The disadvantage is that the effectiveness of the application is practically not amenable to quick analysis, it gives results in the future, which also cannot directly affect the increase in sales.
Subtleties and features of commodity indicators
Successful business largely depends on the performance and nature of the demand for their products. Therefore, integrated marketing is not complete without a detailed study of all the subtleties of consumer demand. Diversity of demand determines research areas:
- the conversion method of marketing is determined by the need to revive demand for a product, interest in which for some reason has fallen or causes dislike for a product or service;
- inclusion of incentive mechanisms - closely correlates with conversion marketing, however, it has its own subtleties and is used when a new type of product is released orservices to the market to generate demand;
- development marketing is needed to assess the potential need for a product that does not yet exist; based on the study of latent demand and possible ways to meet it;
- fluctuating demand necessitates synchromarketing, research aimed at revitalizing the market and absorbing fluctuating fluctuating demand;
- remarketing is carried out when interest in the products offered has fallen, it consists in preparing innovative solutions to improve the quality of goods and their brand content;
- to reduce demand and stabilize it, demarketing is being carried out, because excessive heating of the consumer market leads to a further sharp decline in the economic performance of the company;
- counter marketing is carried out in special cases when irrational demand is detected, for example, from competitors, caused by price dumping or other mechanisms of unfair competition.
Where are we heading
Comprehensive marketing has firmly entered the world of modern business back in the 70s of the twentieth century. It has undergone changes and is being modified depending on the economic, political or historical transformation of the surrounding world.
The path of development evolved in the following sequence:
- sales - the emergence was associated with the consolidation of production, the distance of the manufacturer from the consumer, the emergencemonopolies and increased competition;
- managerial - determined by the high pace and development of new technologies, is associated with the need to study changes in consumer demand in connection with the international division of labor;
- Bundling marketing aims to combine previous advances in market impact;
- interaction marketing.
However, modern marketing is a system of interactions. Moreover, in the broadest sense of the word: from the interaction of various structures in the company itself and the overall focus on results. Before expanding interactions with the end user, reaching long-term and mutually beneficial active cooperation.
In a globalizing economy
Flexibility and timeliness are the main conditions on which modern business depends, because what brought success yesterday can be disastrous today. These are the realities and we need to adapt to them, and the most accurate recommendations on how to stay afloat are given by complex marketing in an expanded sense - interactions.
Expanded his spheres of influence from non-profit organizations to political associations. Successful mastery of marketing techniques, its various models, a mobile application of science and practice gives significant results.
Success examples can be seen:
- in the field of medicine - the Institute of Eye Microsurgery;
- among educational institutions - faculties of regional educational institutions successfully fighting for an applicant.
New marketing technologies allow marketers to promote socially significant projects in the field of ecology, environmental protection, drug and smoking control.
At the same time, the boom of information technology, ultra-fast information processing allows the development of telecommunications and interactive influences on the audience. This allows any intra-company network to disseminate information about itself to a large number of consumers. There is also a minus - often advertising does not reach the target audience, it works in vain, not justifying the costs.
Waves of marketing innovations and their impact on the consumer turn into an information war for the consumer, who finds it increasingly difficult to navigate the accuracy and reliability of information.
The global crisis of the world economy, which has given rise to rising unemployment and a decrease in consumer demand, is forcing businesses to look for new ways to overcome and the first assistant is competent, timely and methodical integrated marketing.
