In today's world, it is difficult to imagine trading without marketing, which deals with the organizational function. It is this activity that is responsible for the creation, promotion and provision of goods or services to consumers. Nowadays, every medium and large company has separate representatives in the company who are engaged in marketing.
Marketing services
These are measures taken by the enterprise to research the market, the competitive environment and consumer behavior. It is also the identification of external and internal factors affecting the company's products and its provision of services to the public.
Types of services
There are three types of marketing services:
- marketing research;
- consulting;
- BTL
Marketing research
The demand for this type of research has grown in recent years by thirty-seven percent, which confirms the increasing level of influence of the market for marketing services. This is increasingly understood by entrepreneurs. This is how important research is for a successful business to flourish.
Examples of marketing services:
- adoption of important decisions for the company that are justified, reasoned and based on previously conducted surveys, calculations, and graphing;
- knowledge of what products the target audience prefers, in what conditions it is easier for it to make a purchase;
- calculation of the expected consumer behavior when releasing a new specific product on the market;
- assessment of ways to promote goods;
- increasing the efficiency of the sale of goods;
- target market expansion;
- identification of strengths and weaknesses both at home and at competitors;
- development of various strategies to counter competitors.
The provision of marketing services
There are specialized marketing agencies that provide marketing services to the public. In Russia, there are two hundred and twenty. Marketing services are:
- full research of markets for goods and services, as well as the target audience;
- the provision of services to identify inconsistencies in the competitive environment;
- presentation of information related to the price sphere.
- research of the system of promotion of goods;
- work related to establishing the effectiveness of advertising activities;
- conducting sociological surveys and testing;
- research related to manufactured products.
Consulting
This is a dynamically developing segment, which is engaged in the provision of consulting services to enterprises. In Russia, there are about twenty such agencies.
Consulting companies offer the following services:
- providing an effective business plan for business development;
- setting enterprise development goals;
- assistance in choosing advertising methods to increase sales of the company;
- designing effective marketing management within the company;
- determining the right direction in building a marketing network;
- development of the principle of collecting and using marketing information;
- assistance in finding violations in the chain of production and marketing of products, as well as in supplying the company with raw materials;
- consultation on other topics related to marketing.
BTL
This term translates as “below the line”. It was formed thanks to the head of a large American company in the mid-twentieth century. Once, making calculations of the company's advertising costs, he drew a line and wrote down the cost of all expenses, but then he remembered another point and wrote it under the line. From this moment, it is customary to divide marketing enterprises into two main types:
- over the line;
- under the line.
“Above the line” includes everything related to conservative means of advertising, the price of services of which does not depend on the size of the applied enterprise. These include:
- MEDIA;
- TV;
- press;
- radio;
- social media marketing;
- outdoor advertising.
“Under the line” includes those types of product promotion that are not included in the first group. It is generally accepted that a set of BTL events enhances the prestige of the company.
There are BTL agencies that deal with:
- an increase in sales of goods at retail outlets, which includes promoting the brand image of an enterprise throughout the entire chain "from seller to enterprise" and consumer-oriented events aimed at stimulating company sales;
- creation of direct contact of the enterprise with future and current customers through mailing to addresses on the Internet;
- remembering by the buyer of the company's brand and raising the level of its prestige in the consciousness by holding bright events (tasting, lottery, etc.)
- distribution of advertising materials at points that stimulate sales in order to increase the quantity of purchased goods by consumers.
the Internet
Digital marketing is a term that combines targeted and interactive marketing. In other words, it is one that uses digital technology to attract customers to buy goods or use the services produced and provided by the manufacturer. Its main task is to increase the brand image in the minds of consumers and stimulate sales, which is achieved by applying various techniques. The main way to achieve digital marketing goals is through the Internet.
This type of marketing performs the following services:
- search optimization;
- search engine marketing;
- the influence of the enterprise;
- Automated content enhancement
- events in electronic concept;
- automation of media in social networks;
- mailing to the potential customer’s email address;
- advertising contained in the content.
- sales promotion, contained in electronic media, downloaded by potential buyers on the Internet.
The history of this type of marketing
The term appeared in the 90s. Digital marketing reached its peak in 2010. Then significantly increased its structure of tools, which was used as a system of impact on the consumer.
Despite the fact that until the indicated time the term was not indicated and was not used in use, it originates in the 80s. Then a large automobile company published an advertising company in the magazine, which made a stunning success for potential customers. Under the conditions of the action, the reader had to write a letter to the company, and in return he received a floppy disk with a multimedia booklet, which indicated that buyers receive free test drives on various cars.
Currently, digital marketing continues to grow rapidly. Every day, in order to stimulate demand from customers, four and a half trillion advertising messages are sent via the Internet. To successfully use digital marketing, large and medium-sized enterprises analyze consumer behavior on the network. For this, innovative methods are used that cause concern among the population, since such methods of exposure can violate the safety of personal data, and this is one of the main factors of reliable communications.
This type differs from Internet marketing in that it uses, in addition to online methods, also offline methods of influencing potential buyers.
Digital marketing allows you to closely interact with potential consumers, this is its peculiarity and increased efficiency for the company or seller.
This type of marketing can include all actions related to mass notification of people about the products and promotions of the company.
There are certain digital marketing tools:
- Search Engine Optimization. Thanks to it, you can improve the position of the site on the search page.
- QR codes, they allow you to motivate a potential buyer to install the company’s application on the phone, which helps increase sales.
- Advertising that is not direct. It should be placed on the Internet pages corresponding to the category of products manufactured by the enterprise.
- TV commercials. Videos are an expensive form of demand stimulation, but potential buyers will find out about the product in the entire country.
- Advertising of products or services provided by an enterprise located in the city on banners. This species is also effective and popular.
- Viral advertising. It is usually made popular by the consumers themselves by marking “I like” under the company’s record.
OKVED, marketing services
The term is translated as the "All-Russian Classifier of Economic Activities." This is a document that is part of the classifiers of our country. A classifier is a list of certain objects, each of which has its own unique code.
OKVED is required by organizations in order to indicate special codes that are registered in the All-Russian classifier when registering IP and LLC. There is a directory that lists the codes along with the decryption.
The number of codes entered into documents is not limited. Therefore, you can choose several kinds of activity at once and enter them in the list. But it is worth paying attention that one of them should be the main one, the income from which will be at least sixty percent. Thus, marketing services are a necessary component of any company.