What is Marketing?

In 1999 our founder, Maisha, left the Big Apple and a career in retail for a marketing specialist job in information technology. Her first day at OAO Technology Solutions was a bit mind boggling.   She was “familiar” with marketing lexicon but when she heard the words infrastructure, outsourcing and application development she knew she had a lot research to do.

So we thought this post will help you understand the language of C1st, sales and marketing and how consultants use it to help you build your business. It answers the question, “What is Marketing?”

Advertising –Normally, payment for the opportunity to encourage existing customers and potential customers to purchase or use a product or service on vehicles not owned by the company. Advertising vehicles include ads on magazines, mobile, online, radio, tradeshows, TV, sponsorships, and search engines.

Advertising also includes “free” vehicles such as posting flyers, business cards, and word of mouth.

Branding – A commitment to your customers through logos, websites, customer service, collateral, etc. that your company is and does exactly what it promises.

Call to Action – An expected response created by the marketing team for its target audience to follow.

Campaigns – A short term strategy that includes any marketing disciplines, social media, email, direct mail, advertising, and tactics to help an organization achieve its sales and marketing goals.  Normally a campaign uses a call to action that aligns with the goals of the company and has a start and end date.

Content marketing – To creating and share your own blog entries, videos, infographics and more to attract customer attention and drive sales.[1]

Corporate Communications –  the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point-of-view among stakeholders on which the company depends.[1] It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. [2]

Direct mail – Advertising pieces that are sent via the mail.

Digital Marketing – The use of electronic devices (mobile, gaming, digital billboards, banner ads) to sell to consumers.

Email marketing – A marketing tactic that uses email to communicate with target audiences.

Influencers – Part of your target audience however these people have already established a following and can serve to spread a company’s message and help sell products. They can be negative or positive.

Marketing – The coordination of creativity, technology, tactics and processes that help an organization or person reach its target audience and create transactions between the two entities.  Marketing is a layered process that follows the AIDA (Attention, Interest, Desire, and Attract)[3]  model for each launch of a new product and subsequent releases.

Network Marketing –  Click here to read what I found on the web from John Domzalski.

Public Relations – A marketing approach that uses press releases, speaking engagements, bylines, opinion articles, media relationships and other public relations vehicles to communicate with a large, broad audience company news, product announcement and other important news.

Search Engine Marketing (SEM) – Promoting and increasing traffic to your company’s websites and landing pages through search engines. SEM can be paid or unpaid, Search Engine Optimization (SEO).

Social Media – Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, microblogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media. [4]



[1] 4 Content Curation Tools To Consider for Marketing, Jennifer Shaheen, Small Business Trends, September 15, 2013

[2] Reprinted from Wikipedia

[3]  This model has improved over the years and there are other models to incorporate customer retention. http://en.wikipedia.org/wiki/AIDA_(marketing)

[4] Reprinted definition from Tech Target’s What IS? http://whatis.techtarget.com/definition/social-media

Marketing Blog1 comment

One Comment
  1. YIdE says:

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