what is marketing

What Is Marketing?

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    Marketing is the process of creating, promoting, and selling products or services to customers. It involves identifying customer needs and preferences, developing products and services that meet those needs, and communicating their value to potential customers.

    Marketing is an essential function for any business, regardless of its size or industry. Effective marketing can help businesses attract and retain customers, increase sales and revenue, and build a strong brand reputation.

    There are many different types of marketing, including traditional marketing methods such as print ads, TV commercials, and direct mail, as well as digital marketing methods such as social media, email marketing, and search engine optimisation.

    In today's fast-paced and highly competitive business world, marketing has become more important than ever. With the rise of the internet and mobile technology, businesses must be able to reach their target audience through digital channels, as well as traditional channels.

    Overall, marketing is a critical aspect of any successful business strategy. By understanding customer needs and preferences, developing targeted products and services, and communicating their value effectively, businesses can attract and retain customers, drive sales and revenue, and achieve long-term success.

    Quick Links To Online Marketing Degree Programs

    Edith Cowan University

    Bachelor of Marketing, Advertising and Public Relations

    • 3 years full-time or part-time equivalent
    • Commonwealth supported - estimated 1st year indicative fee AUD $15,150
    • 70 Indicative ATAR

    RMIT Online

    Master of Marketing

    • 2.7 years part-time
      (Reduced duration available)
    • 16 Courses (7 weeks each)
    • $3,960 per course, FEE-HELP available

    UTS Online

    Master Of Digital Marketing (Online)

    • 2 years (minimum)
    • 12 subjects
    • $3,996 per subject, FEE-HELP available

    Purpose Of Marketing

    Getting people interested in the product or service your company provides is an essential step in the marketing process. This may be accomplished by conducting research and analysis on the market, as well as being familiar with the interests of your target consumer. 

    The term "marketing" refers to all elements of running a business, including the creation of new products, various channels of distribution, the conduct of sales, and the dissemination of promotional materials.

    As individuals started using other types of media in addition to print media to support a product, the 1950s marked the beginning of modern marketing. Marketers were able to run whole campaigns across several media, once televisions and, shortly after, internet connections became commonplace in homes.

     And as you might think, the role of marketers has become increasingly crucial over the course of the past seven decades in terms of fine-tuning and optimising the manner in which a company offers a product to end users.

    In point of fact, one of the primary goals of marketing is to convince potential customers that your product or service is the best option for them. In a perfect world, the messaging in question will be useful and instructional for the audience in question, allowing you to turn consumers into leads.

    Where should one carry out a marketing campaign in the 21st century, given the fact that there are literally hundreds of locations at which one may carry one out?

    Many Forms Of Marketing

    The environments in which members of your target audience spend their time are the primary factors that should be used to choose the placements of your various marketing campaigns. 

    It is up to you to conduct research on the industry that will determine which kinds of marketing are ideal for expanding your brand, as well as which combinations of tools may be found in each kind of marketing. The following are some examples of marketing tactics that have stood the test of time and continue to be successful in the present era:

    • Internet marketing: The basic idea of having a presence on the internet for commercial reasons is regarded to be a sort of marketing in and of itself. This type of marketing is referred to as "internet marketing." An Excedrin sales drive that took place online served as the impetus for the development of this idea.
    • The process of increasing the visibility of the content of a website inside the results displayed by a search engine is referred to as search engine optimisation (sometimes abbreviated as "SEO") in certain circles. "search engine optimisation" is what "SEO" stands for as an acronym. Marketers take use of it in order to persuade users who complete searches that give the idea that they are interested in acquiring information about a certain business. This gives the impression that the user is interested in learning more about the business.
    • Promotion of blogs: In today's world, creating a blog is not the only realm that falls under the purview of the individual author. Companies increasingly produce blogs as a method of writing about their various sectors and encouraging the attention of prospective customers who resort to the internet in search of information. The goal of these blogs is to increase traffic to the firms' websites.
    • Using social networking sites for marketing: By utilising social networks like Facebook, Instagram, Twitter, and LinkedIn, amongst other comparable platforms, businesses have the potential to make impressions on their target audiences that will stay for a significant amount of time.
    • Print marketing: As newspapers and magazines become better at recognising who subscribes to their print material, businesses continue to sponsor articles, photographs, and other content of a similar nature that appears in the media that their customers are reading. This type of content is known as "content of a similar nature."
    • The search engine optimisation (SEO) approach, which was covered in the paragraph before this one, and this type of marketing couldn't be more different. It is now feasible for businesses to pay a search engine to include links on pages of its index that will have a considerable level of visibility to the audience that they are trying to attract. (This type of advertising is known as "pay-per-click," and in the next paragraph, we will explain how it works with an example).
    • Video marketing: Although in the past there were only commercials, currently marketers put money into developing and publishing a broad variety of films that both entertain and educate their core customers. In the past, there were only advertisements.

    Marketing And Advertising

    If we imagine marketing to be a wheel, then advertising is one of the spokes that makes up that wheel.

    what is marketing (3)

    Developing a product, conducting market research, distributing that product, developing a sales plan, maintaining public relations, and providing assistance to customers are all aspects of marketing. 

    Marketing is essential at each and every stage of the sales journey a company takes, and it can make use of a wide variety of platforms, social media channels, and teams within its own organisation to identify its audience, communicate with it, amplify its voice, and gradually build up its customers' loyalty to the brand over time.

    On the other hand, marketing has many different aspects, and advertising is simply one of them. As a component of the broader global objectives stated up top, it refers to a well-planned and, in most cases, financially supported initiative to raise awareness of a certain good or service. To put it another way, this strategy is hardly the only one that marketers employ to sell products.

    Here is an illustration (be sure to finish reading because there is a test at the end):

    Let's imagine a company is about to launch a fresh new product and is interested in developing a marketing campaign to promote the new offering to the company's existing clientele.

    Facebook, Instagram, Google, and this company's own website are the preferred outlets for this particular business. It makes use of each of these locations on a quarterly basis to support its many different initiatives and create leads through those efforts.

    For the purpose of publicising the launch of its new product, the company posts a downloadable product guide on its website, uploads a video to Instagram in which the new product is demonstrated, and invests in a series of sponsored search results on Google that direct traffic to a page on the company's website devoted to the new product.

    Which of the preceding choices were examples of marketing, and which were examples of advertising?

    Instagram and Google were the platforms that were used for advertising. When used for branding, Instagram isn't typically thought of as a medium for advertising, but it does allow users to build up a following that's prepared for the occasional low-key announcement of a product or service. In this particular illustration, Google was most certainly utilised for advertising purposes; the firm in question paid for space on Google using a programme known as pay-per-click (PPC) in order to direct visitors to a particular page that was devoted to the promotion of its wares. A traditional kind of advertising is seen online.

    Where were the marketing efforts concentrated? This question was intended to be deceptive because marketing encompassed the entirety of the process. 

    The company ran a marketing campaign that consisted of three parts in which it identified its audience, created a message for that audience, and delivered it across the industry in order to maximise its impact. This was accomplished by aligning Instagram, Google, and its own website around an initiative that was customer-focused.

    The 4 Ps Of Marketing

    E. Jerome McCarthy introduced the concept of the "4 Ps" of marketing in the 1960s. These Ps stand for product, price, location, and promotion.

    These four pillars, or Ps, illustrate the fundamental nature of marketing's relationship with each stage of the business.


    Let's imagine you have a concept for a product that you want your company to market, and you come up with that idea. What should I do now? If you immediately begin selling it, you probably won't have much luck with it.

    Instead, you need your marketing staff to carry out some study on the industry and provide answers to the following important questions: Who exactly is your intended audience? Is there a place for this product in the market? 

    Having a product to sell is essential, as it is the starting point for all aspects of marketing. A product might be anything that a corporation makes available to customers in order to fulfil a requirement. 

    Instead of focusing on the object's physical traits or attributes, the most effective strategy is to choose your product or service by considering not only the wants and desires of customers but also the ways in which the product will be of use to those customers.

    What kinds of messages will drive increased sales of the product, and on which platforms? How should the creators of your product improve the product so that it has a greater chance of becoming successful? What do the people who participated in the focus groups think about the product, and do they have any concerns or reservations about it?

    The responses to these questions are used by marketers to assist businesses in understanding the demand for the product and to improve product quality by noting problems that have been brought up by participants in focus groups or surveys.


    In order to make an educated guess as to how much money your ideal consumer is willing to part with, the marketing department of your company will research the costs of products offered by competitors, as well as conduct focus groups and surveys.

    If you set the price too high, you will drive away potential customers and end up with fewer overall sales. If you set the price too low, you run the risk of losing more money than you make. Thankfully, in order to determine a reasonable pricing range, marketers may make use of information on both the sector and consumers.

    The term "price" refers to the amount that the business plans to charge customers for the goods. While determining pricing, businesses are required to take into account the price per unit, the costs of marketing, and the expenditures of distribution. 

    The pricing of similar items already available on the market must also be taken into consideration by businesses, as well as the question of whether or not their own planned price point is sufficient to provide customers with a viable alternative.


    It is essential that the marketing department of your company uses its knowledge and research of the customers of your company to make recommendations on how and where your product should be sold.

     It's possible that they think an online retail store is more effective than a physical storefront, or vice versa. Alternatively, they could be able to provide information about which regions or countries would be the best places, domestically or worldwide, to market your goods and why.

    The term "strategic merchandising sites" can refer to a wide variety of different types of places, from an internet store to a chain of physical stores located in a number of different cities, and even nations. 

    The purpose of the distribution strategy is to make it possible for prospective customers to have simple access to your products and services and to provide a positive experience all the way through the process of making a purchase.


    This is probably the P that you were anticipating right from the beginning: promotion encompasses any advertisement, whether it be online or in print, event, or discount, that is created by your marketing team in order to raise awareness and interest in your product, which will ultimately result in more sales. 

    Methods such as public relations campaigns, commercials, and social media promotions are likely to be utilised at this point in the process.

    The integrated marketing communications campaign constitutes a promotion, the fourth "P" in the marketing mix. A wide range of different endeavours is included under the umbrella term "promotion," including advertising, sales, sales promotions, public relations, direct marketing, sponsorship, and guerilla marketing.

    The stage of the product's life cycle that it is now in influences the kind of promotions that are available. While formulating an overarching marketing plan, marketers are aware of the fact that customers link a product's pricing as well as its distribution channel with the product's quality, and they take this into consideration.

    We hope that our definition of marketing as well as the four Ps, will help you understand the goal of marketing and how to describe it. 

    Because marketing is involved in every aspect of a company's operations, it is essential that you have a solid understanding of how to implement marketing strategies in order to boost the productivity and success of your company.

    Types Of Marketing

    Inbound and outbound marketing are the two key subfields that fall under the marketing umbrella. A method known as "inbound marketing" is one that attracts members of your target demographic to your company. Your communications are distributed in an outbound manner, often via the use of sponsored advertising.

    Marketing That Comes To The Customer

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    The technique of creating a relationship with a client base is known as inbound marketing. This may be accomplished by marketers through the use of email marketing campaigns, captivating content, shareable social media, or excellent web design. Inbound marketing is a style of marketing that is often considered to be non-intrusive since it involves meeting the consumer where they are seeking a solution.

    Examples of inbound marketing include the following:

    • Marketing based on influencers. While trying to advertise their product and sway potential customers' decisions, businesses often enlist the help of influential people who have a significant public profile or following. While the term "influencer marketing" is most generally linked with social media and the world of so-called "influencers," or those who have a significant following on a social network, the idea of utilising celebrities to promote a product is a far older one. A famous or influential person might receive payment to promote a product on their Instagram page, to be photographed while using the product in public, or even just to appear in a more traditional form of advertising, such as a television commercial.
    • Viral marketing. A product becoming viral, which is a phenomenon called for how rapidly and widely a message can spread, is the goal of many marketers, but the formula for virality is tough to get right. Virality is named for how quickly and generally a message can spread. Viral marketing initiatives that are successful are in touch with their target demographic, which has an emotional connection to the product that compels them to promote it. In 2019, the quick-service restaurant company Popeyes introduced a new chicken sandwich with an advertisement that served as a model for viral marketing. The campaign utilised a single tweet consisting of only two words to ignite a war of words with other businesses, which in turn created a word-of-mouth campaign that was so massive that the product sold out across the country within a matter of days.
    • Internet marketing using search engines. By employing particular keywords and phrases in the product description or on the webpage, marketers may make a product more searchable, and, thus, more apparent to potential buyers. These sorts of procedures, which are collectively referred to as search engine optimisation (SEO), make it possible for search engines to detect a product and enhance the likelihood that it will show higher or more prominently in the results of the searches conducted by your ideal consumers. Marketers may employ search engine marketing strategies to generate content in advance that includes these phrases, or they can change their website to incorporate commonly searched words or keywords. Both of these options are available to them.
    • Content marketing. With the help of content marketing, a company can become a reliable source of information and guidance, which may, in turn boost both the credibility of the company and the credibility of the product that it is selling. In order to develop a connection with their audience and start a conversation, content marketers use techniques such as sharing stories, offering tips, and publishing useful pieces that fit into the general interest category of their audience.
    • Social media marketing. The purpose of using social networks such as Facebook, Instagram, TikTok, Twitter, and LinkedIn by marketers is to increase the level of product awareness among customers. The use of social media marketing may assist you in establishing two-way, engaging connections with your target audience in the spaces where they already spend their time.

    How Success Is Measured In Marketing

    For a business to be successful, it is not necessary for society's values to be reevaluated; but, the firm does need to generate customer interest in order to improve its financial standing. The following are some examples of metrics that may be used by a firm to evaluate the effectiveness of its marketing efforts:

    • Total revenue. This sum represents the overall amount of money that is brought into the company. Your potential for increasing sales is directly proportional to the number of people that are exposed to and responsive to your marketing.
    • The increase in sales. The capacity of a corporation to raise revenue over a certain amount of time is what's meant to be measured by sales growth. The calculation for this involves contrasting the amounts of money made through sales during various time periods (such as from one year to the next, or even one quarter to another).
    • Loyalty shown by the consumer market. A company's ability to retain customers can be evaluated using a variety of metrics, such as repeat purchase rate (abbreviated RPR), customer loyalty index, and customer lifetime value (abbreviated CLV or LTV). Customer lifetime value (abbreviated CLV or LTV) is a measurement of the profit margin a company can expect to earn from an entire relationship with an average customer (CLI).
    • Return on the investment made in marketing. This is the overall income earned as a percentage of the entire amount of money invested in your marketing initiatives.
    • Rates of customer conversion generated by internet marketing. These rates illustrate the proportion of people who initially engage with an advertisement by clicking on it, subsequently submitting an enquiry form, and ultimately making a purchase.


    In conclusion, marketing plays a crucial role in the success of any business. By identifying customer needs and preferences, developing products and services that meet those needs, and effectively communicating their value, businesses can attract and retain customers, increase sales and revenue, and build a strong brand reputation.

    With the rise of digital technology, marketing has become more complex and dynamic than ever before. Businesses must be able to navigate a wide range of traditional and digital marketing channels to reach their target audience and achieve their goals.

    To succeed in marketing, businesses must have a deep understanding of their target audience, as well as the market and industry they operate in. They must also stay up-to-date on the latest marketing trends and technologies, and continuously adapt their strategies and tactics to stay ahead of the competition.

    Ultimately, marketing is about building relationships with customers and creating value for them. By putting customers at the centre of their marketing strategies, businesses can achieve long-term success and create a loyal customer base that will drive their growth and profitability.

    Content Summary

    • Digital marketing has revolutionised the way businesses promote their products and services.
    • If you're interested in pursuing a career in digital marketing, or you're looking to expand your knowledge and skills in this field, this guide is for you.
    • In this article, we'll explore how to study digital marketing, including the basics, key concepts, strategies, and tools you need to succeed.
    • This article will discuss what digital marketing is, why it is important, what common job paths are available, the breadth and necessity of digital marketing, the skills that are in demand, and digital marketing schools in Australia.
    • So if your business cannot implement and execute a digital marketing strategy in an increasingly growing, global online marketplace, you simply will not be able to compete.
    • But, in order to have a successful digital marketing plan, you need to have a knowledge of your audience.
    • Track and evaluate your development.
    • To help you build a successful cross-channel marketing strategy, here are in-depth descriptions of the most widely used digital marketing channels: Email Marketing Email marketing is one of the oldest and best-known forms of digital marketing, used by B2B and B2C marketers alike.
    • Video is one of the most powerful digital marketing channels available.
    • That's why you'll want to leverage third-party sites, such as YouTube, and promote videos on your website and social media channels.
    • Encourage others to share your videos.
    • Keep your videos short and to the point.
    • Which social media platform(s) you use depends on who you want to target.
    • Every social media platform features different types of content, but all are very video/image-focused.
    • By the use of social media marketing, you are able to interact with both your current and prospective consumers, therefore fostering new relationships.
    • Text Messages (SMS and MMS) Next, to email marketing, text messaging is the most direct way to reach customers, but like social media, messages must be concise to be effective.
    • With messaging marketing, you may contact customers directly in their inboxes on Facebook Messenger or through text messages.
    • To ensure that its consumers never find themselves without toilet paper, the Who Gives a Crap brand sends replenishment reminders to their cell phones in the form of text messages.
    • Content marketing lets you personalise your outreach to different prospects and customers as you present your message.
    • Good SEO results depend on keywords and page optimisation.
    • You may kickstart your search engine marketing by running pay-per-click (PPC) display advertisements and Google Shopping Ads through the Google AdWords dashboard.
    • Traditional advertising media has gone through seismic changes over the past few years.
    • Scope and Need of Digital Marketing Courses in Australia Since it is possible to promote products, goods, and services to a big global audience at a cost that is cheaper, the digital marketing business has experienced a significant development in its scope as it has begun to expand its operations throughout the world.
    • There is a significant factor that contributed to the need for marketers to turn to digital marketing.
    • In addition, as a consequence of the COVID-19 epidemic, a number of businesses switched to digital marketing in order to carry out digital marketing efforts.
    • Several businesses were able to fight back and reestablish themselves with the assistance of digital marketing.
    • As a result of this, digital marketing quickly went from being an effective and novel component of marketing to becoming a requirement rather than an option for all businesses rather than an option.
    • To maintain a level of competitiveness with the other businesses in the industry, it was necessary to establish an online presence and attend to the requirements of the clientele.
    • After gaining an understanding of the breadth of digital marketing, we will be able to comprehend why there is such a significant need for professionals with expertise in digital marketing.
    • By understanding the basics, key concepts, and strategies of digital marketing, you can create targeted campaigns that engage your target audience, drive traffic to your website, and generate leads and sales for your business.
    • Whether you're a beginner or an experienced marketer, there are many resources available to help you learn digital marketing.
    • Remember, success in digital marketing requires continuous learning and adaptation.
    • So, if you're ready to take your digital marketing skills to the next level, start by exploring the basics, key concepts, and strategies covered in this guide.
    • With dedication, hard work, and a passion for learning, you can become a digital marketing expert and achieve success in your career or business.

    Frequently Asked Questions

    What Is Marketing? Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses. Some marketing is done by affiliates on behalf of a company.

    It is, in short, an action taken to bring attention to a business's offerings; they can be physical goods for sale or services offered. Common examples of marketing at work include television commercials, billboards on the side of the road, and magazine advertisements.

    Marketing studies give a unique competitive advantage: You can learn how to promote yourself and your work. After all, marketing studies help you understand the true meaning of value: The value of the product and the value of the person or brand that delivers said product.

    A marketing major studies the branding and promotion of products and services to the public, which is targeted through specific demographics. Marketing touches many areas of study, so students will be well-versed in advertising, communications, consumer behaviour, public relations, and marketing strategy and research.

    Not only is marketing is a fast-paced and exciting path packed with opportunities to make efficient, decisive and strategic decisions. Marketing also leverages your communication skills and encourages you to empathise with those around you, especially your target audience.

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