What Does Marketing Do? Definitions, Strategies, and Examples

What Does Marketing Do?

The marketing industry has one primary objective: to serve as a critical bridge between a company’s offerings and its target audience.

In other words, the purpose of marketing is to identify and connect the right products or services with the right customers.

The role of marketing includes (but isn’t limited to) determining the best ways for a company to reach its target audience—by writing effective ad copy, creating imagery and videos, and liaising with influencers.

A brand’s marketing department guides people through the stages of the marketing funnel: awareness, consideration, conversion, and loyalty.

The funnel helps marketers understand their target audience’s needs better at each stage.

Further reading: The Marketing Funnel: What It Is & How It Works

Marketing plays an important part in turning your prospects into buyers (conversion). And later, in engaging and retaining those customers once they’ve made a purchase (loyalty). Which can include creating product guides or sending customer newsletters.

Marketing is also responsible for organizing affiliate schemes. Where loyal customers earn a commission by sharing their love for your product with their audience, further growing your brand’s reach.

Marketing comes in two forms: traditional (offline) and digital marketing.

Traditional marketing includes things like TV ads and print media.

Digital marketing includes social media, blog posts, podcasts, and videos. It often has a lower...