Sunday, October 21, 2012

Marketing and Promotion - Are They the Same Process?



Marketing and Promotion - Are They the Same Process?

By Karen Cioffi

Merriman-Webster.com notes that both words, marketing and promotion (the terms, or the present day meaning), came into existence around the 15th and 16th centuries. Interestingly, although both marketing and promotion seem to be used in place of each other, and marketing is regularly used in place of promotion, they are separate processes. Well to be more clear, promotion is a process under the marketing umbrella.

Marketing, according to BusinessDictionary.com is a "management process through which goods and services move from concept to the customer. As a philosophy, it is based on thinking about the business in terms of customer needs and their satisfaction. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer’s place, and (4) development and implementation of a promotional strategy."

So, marketing is taking your product from the idea to the sale. While you may not think that marketing is necessary in the idea stage of a product, think again. If you don’t produce a product that your target market will be interested in, you most probably will not get to the “sale’ stage. This means the product will need to be saleable in every aspect, from the product itself, or in a writer’s field, its content, to the package, price, and distribution. All this takes marketing research.

Promotion on the other hand is the marketing process of bringing your product or service to the attention of your target market. Promotion encompasses the needed strategies for actually selling your product. Promotion is done through publicity and advertising – in essence, through visibility.

Visibility (promotion) can be done using social networking, taking advantage of social media services/sites such as Twitter, Facebook, YouTube, and Digg. It can also be accomplished through traditional promotional techniques, such as ads, business cards, and flyers, as well as through inbound (organic) promotional strategies: providing valuable blog and article content, reports, e-books, and newsletters.

Organic promotional strategies are those that bring visibility to your product/service through processes mentioned above such as blog and article content (article marketing). This type of promotion may take a bit of time to establish, and involves work, but its long-term benefits will be worth the time and effort. This type of promotion creates trust and reliability. You will develop a relationship with the potential customer/reader. She will come to value the information you provide, and look forward to it.

Digital-Web.com defines organic traffic as: "traffic that comes to your Web site naturally and without being driven there by a specific marketing campaign. In essence, Web site visitors are there because they found the site and thought it had something they wanted. And like anything organic, organic traffic isn’t there instantly; it takes time and nurturing to grow into something healthy and with longevity."

Bottom line, no matter what you call it, it takes time and effort to drive traffic to your site.

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Boost your writing and marketing efforts with Karen Cioffi. Visit http://thewritingworld.com and find out why you should sign up for her FREE newsletter, The Writing World.

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