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Search engine optimization is the process of developing a Marketing/technical plan to improve visibility within one or moresearch engines. At first, I wondered why marketing was a necessary component during product development, or a sales pitch, or retail distribution. But it makes sense when you think about it -- marketers have the firmest finger on the pulse of your consumer persona.

You can track the number of conversions and leads, visits to your website, and much more — giving you plenty of valuable insight to help grow your business. "Marketing is being able to understand a customer or potential customer’s pain points, and effectively communicate and articulate how your product or service can solve that issue." If the four Ps are the same as creating, communicating, delivering, and exchanging, you might be wondering why there was a change. As such, these words fail to capture all the activities of marketing.

If you have a social media strategy — and you really should — you can build relationships with them faster and more easily. Attune yourself to your audience and you’ll build credibility that can set you apart from the competition. With B2B marketing, you’re focused on reaching out to other businesses directly and trading with them, while with B2C you’re marketing to consumers and customers instead.

The functional level relates to departments within the SBUs, such as marketing, finance, HR, production, etc. The functional level would adopt the SBU's strategy and determine how to accomplish the SBU's own objectives in its market. To use the example of the sports goods industry again, the marketing department would draw up marketing plans, strategies and communications to help the SBU achieve its marketing aims. Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from the competitor's products.

For example, you might sell your old iPhone to a friend, trade in a car, or ask the Salvation Army to pick up your old refrigerator. To be effective at content marketing, it is essential to have a documented content marketing strategy. Download our 16-page guide to learn what questions to ask and how to develop your strategy. Sales promotion involves short-term incentives to encourage the buying of products. Examples of these incentives include free samples, contests, premiums, trade shows, giveaways, coupons, sweepstakes and games. Depending on the incentive, one or more of the other elements of the promotional mix may be used in conjunction with sales promotion to inform customers of the incentives.

Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person's business. You could be either the promoter or the business who works with the promoter, but the process is the same in either case. Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to understand how well you're reaching your audience.