Marketing

With the further development of productivity, on one hand, the varieties of commodities increased, the supply increased and lead to situation of oversupply, the intensification of competition among enterprises; on the other hand, the rising of living standard and diversified demand, also increasing the selectivity of customers to buy, these environmental changes forced companies to have to consider the issue of product sales. Therefore, marketing is being an important tool in business environment, which marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return.

Marketing help the companies to provide service, product and especially product details or information for customers, it is to get back the return from customers in term of profit (money) and feedback. Before a company start promoting its product, they must understand the marketplace and customer wants and needs. The concept of modern marketing emphasizes that marketing should be consumer-centric, and businesses can achieve their goals only by meeting the needs of consumers. Therefore, the discovery and understanding of consumer needs is the primary function of marketing. Through the market research, it can help in understand a business’s potential customers, develop more detailed picture of them and thus know how to target them. In addition, marketing is an essential channel must be go through on the assumption that any business’s goal is to make money. Customers have to understand business offerings before purchase the product, and marketing can help with that to provide product or service awareness. Without marketing, a business may be failed to achieve success because their potential customers may never be aware of the business and its offerings thus lead the business not be given opportunities to expand and succeed.

For such business environment, almost every brand or sector of product, is being affected by competition. There have many and many products and brands present in every category. Give an example of smartphones’ brand, IPhone, Samsung, Nokia, which these brands have exist and compete since smartphones been launched, then new entry of Oppo, Vivo and Huawei in recent years increase the competition among smartphone market. In a highly competitive market economy, to fight against competitors, businesses not only have to produce better product, while also need marketing to help to promote the product, to increase the loyalty of existing customers and increase brand reputation to attract new customers. Therefore, marketing is becoming more important tool as the businesses want to stand tall against competition. As mention earlier, there are too much products appear in the market, consumers had become more selective and there is too much noise around them about their purchase. So, marketing can be a rescue tool to help for consumer decision making. Marketing can find out what product needed the most, who needs the product, in what amount they needed and so on and then marketers can try to meet these requirements via product planning, pricing and other ways.

Every marketer is facing different challenges, here are some of the common challenges meet by marketer. Today, consumers have started expecting a lot more personalization in the kind of way the marketer communicate to them and the way the marketer trying to do this is one through the use of programmatic buying so marketers are using a lot more programmatic buying and profiling and consumer so marketer can target their messaging to different profiles of consumers. On earlier, marketer use a lot more traditional media and that is moving a lot more into content as well. Other than that, marketer seems to have mastering social media experiences, because people want to use their own choice of channels for all types of brand interaction. This may involve consumer content, but it may also involve browsing the product, interacting with the customer service, and completing the purchase. If the marketers are not able to achieve a full range of brand experiences in the right social channels, they may risk the disappointment of potential buyers, it is important to customize and implement the appropriate brand communication and style for each communication channel. Understanding the social motivation of consumers in different social spaces is the key to providing marketing content that attracts viewers and easily shares.

For marketer, digital is giving them so many new opportunities but there’s always a danger that they interrupt people at moments when they are simply not open to brand messages or marketer connect with them at time they just don’t feel right for them. Marketers must adapt to an environment in which people quickly "jump" from the newly disappeared Snapchat message to 6 seconds of vines and often watch a video for no more than three seconds, and can give the brand an article that can stop to focus on the brand marketing information is getting shorter and shorter. In order to attract viewers to participate in brand interaction, marketer must be judging the right moment to engage,