Marketing: What is it and How Does it Work?

Marketing is the process of getting people interested in your company's product or service. This is achieved through market research, analysis and understanding the interests of your ideal customer.


encompasses all aspects of a company, including product development, distribution methods, sales, and advertising. It involves researching, promoting, selling and distributing products or services to create value for customers and establish strong relationships with them in order to capture value from them in return.

Larger organizations are more likely to serve larger market segments (mass marketing) and ignore niches. SEO marketing is a subset of digital marketing that involves optimizing websites and web pages for major search engines such as Google. Relationship marketing leverages database marketing, behavioral advertising, and analytics to precisely target consumers and create loyalty programs. Return on investment is one of the most important marketing metrics, since it is a direct indicator of the performance of a campaign.

Marketing can help your business in countless ways, but let's take a look at some of the most impactful. It is the activity, the set of institutions and the processes for creating, communicating, delivering and exchanging offers that have value for customers, partners and society in general.

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