What is marketing
There is often a great deal of confusing terminology used when talking about marketing. In essence, however, marketing can be boiled down to this:
“Placing the right product at the right price in front of the right customer.”
Marketing is all about the customer, or in our case, visitor. It’s more than merely telling people about your organisation, it’s about anticipating the needs of the customer and giving them what they want.
Too many marketing campaigns tell the customer what the organisation wants them to know, but all the customer wants to know is why is it of benefit to them. So in order to market effectively, you need to know who your customers are. The Your audiences page gives a little more information about how to go about this.
Another thing to remember is that this is not a ‘one size fits all’ area. Each organisation has a unique visitor base, product, set of resources and budget. It’s about finding what will work for you and your visitors.
Marketing uses a range of techniques to achieve its goal. These are discussed in more depth on the Methods of marketing page.
To get going on your marketing activity, visit the Where to start page.