Marketing

Advertising can be seen as part of a wider marketing campaign. Marketing is more about companies creating and maintaining interest among customers for products and services, and creating the strategy that underlines the selling of something. This includes how something is sold to how the company making a product is structured to effectively exploit its wares.

Marketing identifies the customer and keeps the customer by making the customer satisfied with what they are provided with. In an increasingly crowded environment, marketing is also about finding new markets for new and existing products. Finding a market for a new product is probably quite straight forward. As a new product there would not be a market in place for it. The marketing expert would research the product and identify appropriate markets for it. Finding a new market for an existing product can give a product a new lease of life and greatly extend its profitability.

Sometimes a product can find a completely unexpected market and take marketing experts by surprise. For example, mobile phones had the texting function added almost as an inconsequential add-on. Nobody saw texting as feature of mobile phones that people would want or be the defining feature of a phone. Unexpectedly, texting became very, very popular, especially amongst teenagers. As everybody knows, the teenage market is the holy grail of marketing. Capture this market with your product and you could make a fortune. Once this was recognised, the texting capabilities of mobile phone and carrier services became a feature of mobile phone marketing.