Marketing is more than superficial. In fact, it is the core activity of any business that determines, based on the effectiveness of the activities carried out, the success of the business. And so naturally, the formulation of the marketing strategy is of utmost importance. “Marketing design” refers to the design or planning of the various activities and strategies that together formulate the company’s marketing plan. Not just companies that are huge, even midsize companies often need to have a marketing design. And not only that, small businesses from home also need to have a plan, a design that helps them reach the consumer.
Factors that determine the marketing design of a company
There are many factors or elements that will determine the marketing design of any business. Such as market location, customer demographics, and their age, gender, purchasing power, and preferences. But that is not all. Other factors include the product or service itself that the company offers and, of course, the competition. Then there are some dependent factors that depend on what the competition is doing and also on the industry standards. For example, if there are trade shows and all of your main competitors are setting up booths, then you must have a presence as well. Even if you don’t plan to sell from the show, you also need to be there just to have a presence.
Marketing design and the different channels
Before a company can plan channels, it needs to do an analysis on which are the best channels to reach the customer given the positioning of the various factors. Then, once the result of that analysis is known, the company is in a position to make an informed decision. The next step is to decide on a budget for this.
Marketing design channels include television / newspaper / magazine ads, billboards, direct mail, printed materials and brochures, participation in seminars / conferences / trade shows, publishing press releases, and holding press conferences. There are also others such as “point of sale advertising”, cold phone calls, viral marketing and more. In the internet age, marketing design must also ensure that the business has a web presence. Therefore, the Internet should also be one of the channels through which the company needs to get closer to the customer.
While many companies (only those that are particularly large can afford it) do it internally, there are many others that seek outside help from professionals. And they are helped by advertising agencies, public relations houses and information technology companies.
Marketing research and design
Research and analysis should be an integral part of marketing design. The guys in the marketing department need to be able to understand trends and issues, because based on this, the business can change rapidly to adapt to a change in the market and consumer behavior. The opposite of this can be disastrous for the company.
