What is marketing?

Marketing is everywhere. But have you ever pondered exactly what is marketing?

what is marketing

Marketing is a broad term that is essentially a way of getting your message, your business or service, out into the world and connecting with clients/customers to get sales. Although it’s not always the case that the bottom line is sales.

Under the marketing umbrella there are a few sub categories of marketing. I’ll briefly describe them below:

What is traditional marketing?

what is traditional marketing

This comprises of things that are part of your marketing plan that aren’t in the online space. You can think of them as the various ways people promoted their businesses before the internet was a prominent feature of our daily lives.

Traditional marketing may include:

  • hardcopy brochures, flyers, pamphlets, magazines etc
  • print advertising—ads in newspapers, magazines etc
  • PR (public relations) and media campaigns
  • advertorial
  • editorial
  • media advertising—radio and TV commercials
  • loyalty systems (such as loyalty cards, VIP memberships etc)
  • branding, design and logos.

Surprisingly, even though digital marketing is all encompassing, in 2017, TV ad spend totalled $72.01 billion. There are plenty of businesses that still believe in the power of traditional marketing.

What is digital marketing?

what is digital marketing

With the invention and rapid embrace of the internet, digital marketing has become an international beast that has presented unprecedented opportunities for businesses and individuals. 

Introduced in 1994, the world wide web soared from 16 million users up to 70 million users within just the first two years. And once Google hit the scene in 1997, then it really was game on.

Introduced in 1994, the world wide web soared from 16 million users up to 70 million users within just the first two years.

With more than 2.38 billion people on Facebook as of 2019, digital marketing, particularly social media marketing, means you can easily spread your message and connect with so many people worldwide. That is, if you can stand out from the noise as it’s fast becoming a very crowded place.

Digital marketing is essentially marketing that utilises technology and you may know it as internet or online marketing.

Digital marketing can comprise of:

  • website
  • SEO
  • social media (Facebook, YouTube, Instagram, Twitter, Pinterest etc)
  • blog (web log)
  • digital advertising
  • enews (electronic newsletter) and email marketing
  • apps (phone applications for smart phones, tablets etc)
  • webinars
  • online courses and forums
  • podcasts
  • streaming media— audio/visual content
  • ebooks

There are two systems of digital marketing: push and pull. Pull is when end users seek out the content and push is when you push the content towards the clients/customers without them seeking it out. 

As a copywriter, I have a solid background in marketing, both for marketing agencies and as a marketing manager for an arts organisation. This means that I don’t just write great content for your business but I know how to best place your writing to achieve your marketing objectives.