Introduction: What is Marketing?
Marketing is something we hear about every day, but few fully understand what it means.
It's not just advertising, nor is it just product promotion.
It's the art and science of connecting the right product with the right audience, at the right time.
Definition
At its core, marketing is the process by which a business understands, anticipates, and satisfies customer needs profitably.
It includes strategy, communication, value creation and distribution.
Historical development and importance today
From traditional brochures to Google algorithms, the art of promotion has come a long way.
In the past, exposure meant TV advertising and print media. Today, digital presence is data, personalization, campaigns, and real-time strategies.
In today's market, a good communication strategy can take a business off the ground or leave it behind the competition.
Let's keep it simple: successful promotion is the bridge between idea and sale.
If you have a fantastic product but no one knows about it, then you haven't implemented good promotion.
The Main Areas of Marketing
1. Content
Have you ever wondered what is content marketing? It's about creating valuable content to attract and retain customers. Not ads.
But articles, videos, infographics and posts that answer questions and offer value.
An example?
A company that sells natural cosmetics creates a blog about the beneficial properties of aloe.
Without selling immediately.
But it builds trust, traffic, and ultimately sales.
2. Email
The email marketing It is perhaps the oldest but consistently effective form of digital communication.
It is aimed at an audience that has already shown interest.
With properly personalized emails, you can activate customers, increase repeat purchases, and inform about new services.
3. Affiliate Promotion
Let's see. affiliate marketing What is it?
This is a collaboration model: others promote your products and get paid a commission per sale.
For example, a food blogger puts affiliate links for kitchen appliances on his blog.
Every purchase made from these links earns him a profit.
4. Performance-Based Viewing
The performance marketing What is it?
It is the delivery of measurable results.
You only pay when someone does something: clicks, registers, purchases.
With Google Ads and Meta Ads you can reach specific audiences and monitor ROI in real time.
We are not talking about speculation, but about data-driven approaches.
5. Inbound & Network
The inbound marketing What is it?
It's about attracting customers without chasing them.
This is achieved with blogs, SEO, and social media.
The network marketing What is it?
It is structured around sales networks, where each member brings others and is paid for it.
It is mainly used in cosmetics, wellness and food products.
Marketing Strategy & Tools
1. The 4Ps Model
Are you wondering what the marketing mix is?
These are the 4 main ingredients:
- Product – What do you sell?
- Price – At what price?
- Place – Where do you distribute?
- Promotion – How do you promote it?
Example;
A new chocolate is launched in supermarket refrigerators, with an initial discount and promotion on TikTok.
2. Marketing Plan
The marketing plan is the action plan.
If you don't know what it is, imagine a map that leads you from point A to point B.
It includes goals, KPIs, target audience and channels.
Without a plan, you make blind moves.
3. Advertising Budget
The marketing budget is the capital you invest for promotion.
With a proper excel template, you can allocate funds to Ads, content production, and analytics.
Without a budget, the strategy remains on paper.
Digital Media and Display
The digital marketing has become the main vehicle for most businesses.
It includes SEO, Google Ads, social media, email marketing and much more.
For example, digital marketing for hotels includes booking strategies, online reputation management, and Google My Business.
For doctors, it targets credibility, SEO for local keywords and reviews.
It is the entire spectrum of digital actions to increase visibility and sales online.
Professional Opportunities and Roles in Marketing
1. Positions and Duties
The market has a multitude of roles:
- Marketing manager: plans a strategy
- Marketing assistant: supports executive
- Marketing analyst: measures and evaluates data
- Coordinated marketingr: organizes actions
- Marketing associate: participates in campaigns
2. Education and Postgraduate Studies
There are many options in Greece and abroad.
A master's degree in marketing can provide a significant advantage.
Studies in this science often include communication, psychology, and digital media.
Collaboration with Other Sectors
Communication works closely with:
- sales
- public relations
- customer service
When they work together, the results are spectacular.
Selection of External Partners
1. Agencies
When looking for an agency, look at portfolio, experience and specialization by region (Athens, Thessaloniki).
2. Tools
Useful tools include automation, analytics, cloud-based dashboards and communication tools.
Conclusions & Advice
Marketing is not magic.
It is method, creativity and consistency.
To get started:
- Find a good seminar
- Follow reliable blogs
- Read related books
- Search for related courses on Coursera or Udemy
At Shell-it, we believe that every business has the potential to shine online.
If you are ready to upgrade your presence, contact us.
Let's create the future of your business together!
