Marketing – The Beating Heart of Business


Every business department would be quick to state their importance in the overall running of the company, but there are some departments that are more important than others. Whether this is due to the fact that they represent the public face of the company to consumers or they set the direction and behavior for the company will depend on certain firms, but there is a lot to be said for the importance of marketing. Marketing isn’t just an activity for one department; marketing activities impact on everything that a company does, and this is why it has to be central to the behavior and activity of a firm.

When many people think of marketing, they will think of the following activities:

  • Advertising
  • Public relations.
  • Promotions
  • Sales
  • Social media marketing/digital marketing.

Advertising is certainly what many people think of when they hear the term marketing, with marketers being the people responsible for creating newspaper and radio adverts, billboards, TV commercials, and even online campaigns. Once the adverts were created, other business activities would be sculpted around the style of the advert, helping to create a unified image or idea in the mind of the general public.

Marketing should impact on every business department

This is still the case today, but clearly the marketing department has a much wider influence over the actions of a company. This is because it is essential for companies to have a strong and instantly recognizable image and identity. This is a company’s brand, and it is one of the most important things that a company holds. It can be difficult to describe what a brand is, but if you see a company name or logo, the things that you think of when you hear that name or see that logo is the brand. If your company has a brand that people approve of or associate with quality or reliability, there is a strong chance that these people buy from you.

Given that marketing is responsible for shaping the brand and creating the identity that consumers think of, it is essential that marketing impacts on all departments. There is a need to engage your audience in a consistent manner that strengthens the brand. A company that is looking to create an identity of high quality and luxury would try to avoid low pricing or cheap packaging. This is because these elements are not consistent with the overall image and identity that the company is trying to foster amongst their audience. This means that the actions of the marketing department must be relayed to every department in the company, with a quick comparison being that the marketing department represents the beating heart of the business.

Marketing has evolved significantly in the digital era

Marketing has also evolved considerably with the emergence of social media platforms and an increased number of ways for customers to engage with a company. There needs to be consistency in the tone and content of all messages, and there is also more of a need to listen to what customers say. Traditional marketing was often about talking to or at a customer and representing what the business wants to say. Modern marketing, particularly in the development of digital marketing, is about the two-way conversation. It is still important to talk to customers, but there is now a need to listen and then act on the conversations. Marketing is the communication channel between a business and their audience, and in the present day, this is a crucial aspect of the business that has to be in place for a company to prosper.

In the modern business environment, there is now a growing understanding that every employee is a marketer. While there will still be marketing departments, there is a responsibility for every employee to play their part in the successful marketing of a company. This means that there is a lot to be said for ensuring that all employees of a company understand what marketing is and what they can do to ensure that a company is well represented.

There is a broad range of marketing courses and lessons available, which means that there should be options available for all employees. For professionals operating in the marketing department and who will have responsibility for leading the business in marketing, a specialist course is required. This can be undertaken at a facility, or it may be that the emergence of respected online educational providers will ensure that people receive the education, training, and guidance that they need. An example would be Maryville’s online marketing MBA, which would ensure that marketing department personnel would be fully trained. For other staff, more informal training plans should be suitable.

In the modern business world, marketing lies at the heart of everything that a business does, which means that marketing has to be at the heart of your business and your activities.

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