Kotler and Armstrong define advertising as "the process by which companies create value for customers and build strong client relationships to be able to capture value from customer in return" This definition alone could explain why marketing is important, but let us outline several reasons why advertising should be one of the major priorities of the small business owner.
Marketing builds value into your products and services.
Most salespeople need to know as small as possible to make the sale. Ultimately, the less they need to learn the better, although some sales staff needs things and specifications of that character. Because their goal is to create sales, this makes sense. Marketing has to get involved and create value. Why will they purchase from you if you can't generate value for your clients? They will buy from you but will they come back if there's absolutely absolutely no worth?
Many times, business owners don't capitalize on all of the ways they can give value to their customers. They get lost in the product or creation concept of promotion and wind up with advertising myopia. Marketing myopia happens when a company pays more attention or benefits it provides to the customer. You can't allow this to happen to you. Focus on your clients and why they purchase your products. People buy a Toyota Prius since it makes them fell, although because it saves on gas.
Marketing helps build client relationships.
Everyone place emphasis on the sales team when it comes to sales. "If the sales team does not work harder, we will not increase earnings," but this isn't necessarily correct. It costs three times as much to obtain a brand new customer as it does to keep a current one. This means that you need to keep the relationship with your customers to boost earnings and sales costs and marketing.
Properly planned and executed marketing activities are the only real means to build customer relationships. These activities may include a lot of items: loyalty programs cards free gifts, etc. Each corporation must find a way to set themselves apart from the competition when building a more info loyal and long-term relationship.
A brand image is established by Marketing.
When you use FedEx for shipping, you know what you're getting: fast shipping, flexible transport options, and better service compared to other shippers. Are these things all true? Their marketing actions established all of them, although they are. FedEx might need to live up to these expectations of the brand, but the customer was put by their advertising department up with this picture.
You should use advertising to establish your own brand. Clients will need to understand what to expect according to your brand image. What kind of merchandise and what types of service will the client be provided by you? Let your advertising establish your own brand and inform the story.