When we talk about online marketing we refer to the techniques that are available to companies and merchants to promote, advertise and sell their products, services or their own brand through the Internet.
Before delving into online marketing it is convenient to analyze the concept of traditional marketing.
What is marketing?
There is a tendency to identify marketing with advertising or selling goods or services
. Sale and advertising, however, are just two of the many marketing activities.
In general, marketing activities are all those related to identifying the wishes and needs of a target group of customers and, subsequently, knowing how to satisfy these needs better than the competition. This involves doing market research on clients, analyzing their needs, and then making strategic decisions about the product, design, price, promotion, and distribution.
The definition that the American Marketing Association (AMA) established in 1994 was:
“Marketing is the process of planning and executing the conception, product, promotion and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy customers and companies”
In 2004, the same AMA redefined the concept of marketing:
“Marketing is an organizational function and a set of processes to create, communicate and offer value to customers and to manage relationships with them in a way that benefits the company, customers and society in general.”
Another definition from Philip Kotler:
“Marketing is the social process by which individuals and groups obtain what they need and want through the creation and mutual exchange of products and services.”
As we see, definitions are not lacking. Particularly for its simplicity, the
established by Miller in 2010 is extremely practical:
“Marketing is the act of presenting something to another person”.
In just ten words everything that marketing does.
First, define marketing as an act of presentation. Result
obvious, but how can we present something? There are a lot of ways.
We can describe it (a printed advertisement), show it (a television ad or a live demonstration), even talk to someone about that something (public relations). No matter how it is presented, the only thing that matters is that the word spread.
Next, this definition speaks of presenting something. We can present a product or service, a store or company, a brand or idea, and even ourselves.
Finally, something is presented to someone else. We can present it to individuals or groups. And of course, we can define to whom we present it in different ways (by age, sex, level of income, etc.).
According to this definition, a good number of different activities fall under the umbrella of “marketing“. Without a doubt, advertising is a marketing activity, as well as public relations, direct mail, packaging, writing of advertising texts and trade fairs. In essence, marketing is the public face of the company, product or brand.
But the simple act of presenting oneself to another person is also marketing. Let’s look at the contact and dating websites or the job search websites. In them, the objective is to sell us: sell to a potential partner or company
As we can see, marketing is everywhere. It’s not just something big companies do. It’s something we all do every day. And it is not limited to traditional media or the physical world.