We’ll start by working on the marketing strategy. And yes, we’ll work from the fundamental elements of traditional marketing, since it’s the foundation for developing appropriate strategies in the digital world.
1. Introduction
One of the most common mistakes in digital marketing is neglecting traditional marketing strategies. This can lead to missing out on important opportunities. Ultimately, what matters is achieving the best results by optimizing all available resources. So let’s start with the basics.
In general, marketing in the company seeks to promote a product and/or service to the market from its creation to the actions that are generated after the purchase, actions towards the customer and towards other areas of the business to ensure that the product is positioned and sold.
2. The marketing strategy
A product without a marketing strategy has fewer opportunities, since marketing provides a strategic vision for sales in the short, medium, and long term. It also focuses efforts on different areas of the organization to generate better results.
As you can see, marketing is crucial for any business; it can make a difference in the company’s positioning and sustainability beyond the product itself. It can be said that marketing is the brand that ensures and creates long-term value for the company, and this must be visible and measurable so that the area’s contribution is valued positively. Beyond that, marketing has a direct relationship with and impact on different areas of a company.
2.1. The areas of the organization
Let’s review the most important ones:
- The first is the sales department. The marketing team allows you to reach the end customer more easily, in less time, and with better sales results. For example, with a product launch, the marketing department should design and develop an activity aimed at the end customer that increases the impact of the launch and allows customers to learn about the product and encourage their purchase.
- Another important area is customer service, where marketing supports the development of the strategy to maintain and retain current and potential customers. For example, a marketing department designs a customer retention campaign. If we want to evaluate the campaign’s success, it should be reflected in a reduction in the customer churn rate.
- On the other hand, the relationship with the customer depends on the trust established with them, from the product to the service experience. Therefore, the relationship with the logistics department is also fundamental for the marketing team since they are generally the last point of contact with the customer. And it is logistics that ensures customer commitment. For example: if a company is losing customers due to delivery timing, these results initially affect the sales and marketing departments, and of course, the results of the entire company.
- Although it may be difficult to imagine, the legal department is very important, since it determines what the company can do in product development and launch. The market can influence a campaign, but it should be made clear that this is done to protect the business, not to make things difficult for us. The goal is to ensure that products and customer relationships comply with competition rules, and the law is part of having a healthy and competitive company.
In addition to the above, it’s important to keep in mind that, depending on each company’s business, the marketing team interacts with different areas such as innovation, production, operations, finance, and portfolio, among others.
However, sometimes there are differences between the marketing department and the sales, logistics, and portfolio departments, or even customer service. This happens because expectations and alignment aren’t clear from the start. So, if you want to move forward easily and discover the power of marketing, start by working closely with the other areas of the business.
3. Conclusions
Marketing is a strategic front for any functional company, and it generates value when it works in conjunction with other business areas. This will help you understand why marketing is important for companies and be able to explain it to your bosses, clients, or colleagues from other areas.
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