Although many brands engage in marketing, some still struggle to understand the purpose of marketing and what its essence truly is. This article explores the essence of marketing, so let's take a look.
Someone on Zhihu asked me, "What do you think is the essence of marketing?" This is a basic question, but it’s one that many professionals don’t take the time to consider. The process of sharpening the axe never delays the chopping of wood. Clarifying the essence of a problem allows us to move toward our goal with greater clarity and efficiency. Therefore, today, I’ll discuss the essence of marketing.
I believe the essence of marketing is: discovering and satisfying consumer needs, creating customer value, and building long-term relationships with customers through effective products, services, communication, and relationship management strategies, to achieve sustained profitability and fulfill business goals.
1. Marketing is a Journey of Discovering and Meeting Consumer Needs
Marketing is not just about selling products; it's about creating customer value. Marketers need to have keen insight into consumer needs and expectations, so they can provide truly valuable products or services.
In this process, marketers need to use various strategies to establish long-term relationships with consumers. This includes effective product strategies, service strategies, communication strategies, and relationship management strategies. Product strategies should be designed and refined based on consumer needs and expectations to improve the attractiveness and competitiveness of the product. Service strategies focus on the consumer's buying experience and after-sales service, ensuring that customers receive satisfactory service throughout the purchasing process.
Communication strategies are key to building long-term connections with consumers. Marketers need to utilize various communication channels, such as advertising, promotions, and public relations events, to interact effectively with consumers, conveying the company’s values and brand messages, thereby enhancing consumer recognition and trust.
Relationship management strategies are aimed at maintaining long-term relationships with consumers. Marketers should always pay attention to consumer feedback and needs, address their issues and concerns promptly, and engage in continuous interaction and communication to establish stable customer relationships, helping achieve business goals and profitability.
2. How Can a Company Use Comprehensive Marketing Strategies to Discover and Meet Consumer Needs, Create Customer Value, and Build Long-Term Customer Relationships?
Let’s take Starbucks as an example.
Starbucks recognized that consumers needed a comfortable "third space" in their lives, which became the core of their brand. They created an environment that is neither a home nor a workplace, where customers could enjoy high-quality coffee while also socializing and relaxing. To meet changing consumer needs, Starbucks continuously launched new products and provided additional services, such as free Wi-Fi and a mobile app for ordering, to enhance the customer experience. Through social media, email marketing, and community engagement, Starbucks effectively communicated its brand image and values.
Additionally, Starbucks used its loyalty program to collect customer data and provide personalized services, thus maintaining long-term relationships with customers and promoting brand loyalty. These strategies worked together to help Starbucks maintain success and relevance in a competitive market.
3. How to Effectively Implement These Strategies?
I believe the key is innovation.
In today’s competitive market environment, only continuous innovation can lead to success in marketing. Innovation is not limited to products and services; it also applies to marketing strategies and methods. For example, utilizing big data and AI technology to analyze consumer behavior and needs, developing personalized products or services, or using social media and content marketing to increase brand awareness and attract potential consumers.
Therefore, marketers must continuously monitor market changes and shifts in consumer demand, adjusting and innovating marketing strategies to adapt to the ever-evolving market environment. This is how to truly realize the essence of marketing—creating customer value, establishing long-term relationships with consumers, and achieving sustained profitability and business success.
