Be it a marketing book, a website or a YouTube channel, the first topic is always on what is marketing, so how can I miss the topic before giving a speech on digital marketing course? The difference in teaching this topic is that I will use our daily examples and will try to tell you in a very simple way what is marketing?
So let me give you an example first and you have to think about it very carefully.
You are sitting at home. Suddenly the phone rings. What did you say on the phone
On the other side, a woman is talking whose name is naina. naina said, yes, I am related to an insurance company and if you sign up for this package today,
we will give you a 20 percent discount to you and your family. So my question to you friends is, is Saima doing a marketing job? The second example and the most interesting thing is that you often go to shopping malls, you often go to markets, Sunday bazaars, this is the Sunday bazaar.
You will see different people standing there selling things worth Rs 10, Rs 15, Rs 100, two for free. My question to you is whether you think they are also doing the job of marketing. If the answer to both these questions is yes, then you are 100 percent right.
Both of them are doing the job of marketing. naina is certainly using digital technology through telephone and the other person who is selling things standing in the Sunday market is selling. But this is the job of marketing. But marketing is much more than that. So let’s take a look at
the definition of marketing
the definition of marketing and then we will break down the definition of marketing and then we will understand what the process of marketing is. Marketing is creating, communicating, delivering and exchanging. Creating means making, communicating means telling, delivery means getting this thing from one place to another and exchanging means You all know that getting one thing in exchange for another is a very interesting thing. What is meant by value?
Value refers to all the products and services that a company is making, but when it makes them, what is it getting in return from the customer?
It is also taking value from the customer and giving value to the customer in the form of products and services. You have to keep in mind that your company makes products and services in which these four things that I have just mentioned are embedded or included and in return value is being received by the organization and the customers as well.
So let’s break it down and see what is the meaning of creating value first. Now look behind me. You can see a shelf on which different products are lying. Now, foreign students, this is a product that a company has made. Whatever the product is, there is a certain process involved in making it. We call the process creating value, that is, marketing is the name of the process through which the company finds out what the customer wants and keeping that in mind,
the company is making the product. The second step is marketing. Marketing is the name of communicating value, that is, you have made the product and the product is great, but the customer does not know what the product is like, so you give an effective message to the customer, after which the customer knows what your product is, listen to it,
why buy this product, because the message in the way I am delivering is not effective. So what is the point? Communicating value is that you are telling the customer,
but tell it in an effective way so that the customer listens to it. The third point and the most important is delivering value.
Delivering value means that the product has been created, you have told the customer, the services have been created, you have told the customer, but now it has to be delivered,
it has to be delivered to the customer. It has to be delivered to the premises or its location, whether it is online or offline, then delivering the product and value of the organization is the job of the company. The company delivers the product and service to the customer and this entire process,
exchanging value
from delivery to delivery to the customer, is called marketing. The last step is the most important, in which the company also gets a reward, the customer also gets a reward. We call this set of exchanging value, making the product a service.
The layup has communicated and now Bariai has uploaded an actual selling item which has given hope and you have got the value of financial resources and the hopeful has got the product which we are trying to impose on your computer on a large scale with all of us.
The seller is also happy with his product and if he hopes that you will benefit then he will give stars and when he gives you five stars then your ambassador will also tell you that brothers will buy the products of this company.
Evolution of Marketing
Marketing is advertising, marketing is sales, marketing is sponsorship for events. Whenever you ask someone, “Tell me, is marketing under development?”, they will give you a list. According to me, marketing is what we call it. Today’s marketing took time to reach here. We call this time the evolutionary process. In this session,
I will tell you how the evolution of marketing happened. There were a total of seven such periods or seven such stages through which marketing reached the process. We will go into its details and learn through examples what marketing actually is or was. In all these periods, let’s first talk about the period. It is a matter of old times. There were machines in Iraq. You did not see automation. Nor did people go inside factories and do their work. Then what did they do? You have heard of the barter system.
You mean by the border system, I have cotton and you have wheat. If you exchange, then in that era, marketing was called exploration or seeing what the other person is producing that can benefit me. This is the same era in which we also explored gas, in which humanity also explored oil. In that era, marketing was called exploration. Now comes the second era, which we call the production era. You must know about it.
fast setp in tha Factories
This era started from 1860 to 1910. Factories were set up, machines were installed, people started going to factories. We often see people going to factories and packing chip wrappers. This happened in this era or it started in that era. So what was the focus of marketing then? Production. The focus of marketing was to increase production efficiency.
The efficiency of the person or the worker who is baking eight packets in a day should be increased and this art should be converted within 15 and marketing was focusing on this thing. After this production area The third period that came was very interesting, we call it the sales period or sales. Now sales is basically sales. Production is also done. Marketing has focused on it. Now that the product is ready, a sales person is needed to sell it. Marketing then became the name of selling.
start in tha marketing maind
They used to hire the best sales people, tell them about the products, and they used to sell the products in the market. And this period was from 1920 to 1930, in which marketing is just the name of selling. Then the next period was from 1940 to 1950, in which marketing people realized that selling and production are not just empty marketing.
We have to pay attention to branding as well. We have to make advertisements as well. We have to make brochures as well. You have often seen that the pizza shop in your local area gives you a pamphlet at your home. Buy one get one free. This started during this period. So marketing was given the name of brand development.
If we go further than that, then the concept of what we consider to be the concept of a marketing company came about. What happened between 1960 and 1990 was that production people, sales people, and brand development people sat together at a table and decided that if our company wanted the best profitability, we would have to work together.
Then all the customer strategies that started to be created sat together and Hans called it a marketing company. Now, moving forward, as the company started to embark on the journey towards profitability, in 1990, they realized that since the customer has so many options, just selling and branding were not working for us. So, brother, if branding and selling were not working, then what is the answer? This answer was a relationship company.
The company decided that the customer Build a relationship with and reach out to the customer so that they become your eventual long-term customer.Then came the era of young people like you and me, which we call the social media marketing era. What is this social media marketing era? This is the era that you and I are breathing in at the moment. From 2010 onwards,
when digital technology became common, companies saw that we should now move towards digitization in relationships, meaning that customers are mostly on available digital technologies. Social media is on Facebook. If you look at your example, you are spending most of your time on Facebook or YouTube. So companies decided that let’s go to Facebook or YouTube and advertise and build relationships with customers, through which our profitability will increase.
After going through all these stages, marketing completes its evolution process, but after that, what is marketing providing to companies? Let’s see number one. Exploration means that you see opportunities, you search for opportunities. At number two is optimizing production.
Marketing is playing its role to improve the efficiency of production. At number three is creating and advertising brain. This means you are deciding the colors of the brand. You are deciding the three colors of the brand so that the customer can keep your brand in their mind. At number four, we have making company-wide efforts and interest.
This means that the entire company has to work for a goal, within which marketing is playing a very important role. If you are a honey-making company and your tagline is that our brand is the sweetest, then your sales person should also be sweet. Otherwise, if the sales person is bitter and the honey is sweet,
then you can never win the customer. At number five, we have creating customer relationship. This is the most important thing. If you have made customer relationship one, then the customer will never run away in his whole life and improve by involving communities. What is meant by community?
People like you, when you build a relationship with a customer, that customer will tell the next person, and you will become a community.
