Just like the circulatory system is the essential function of the human body, marketing is the life-blood of every business organization. The success of a business, which implies maximizing the profit-making, depends on the marketing strategies it decides to employ. Marketing is the most popular and effective method of forming a strong relationship between the company and its consumers, besides being the yardstick to measure the company’s reputation in the market and making the products the talk of the town.
However, the wise words of Philip Kotler, a famous American marketing author, “Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” The quality of marketing is the key to success as much as marketing itself. It’s a tedious task to reach out to the customers and persuade them to think that your product is better than any others. Still, this persuasion can sometimes come on too loud, making it more aggressive and pushy, which can cause trouble for one’s business. Marketing strategies which predominantly include popup(s), full-screen ads, flashing advertisements, a barricade of emails fall into the aggressive marketing techniques. Though they have an immediate impact on the market and the company’s profits, they do not last long. These techniques can come close to annoying the prospective consumers rather than luring them and, at times, even scaring them away. Therefore, it is high time for business operators to switch to efficient marketing techniques, which prove to be more beneficial than aggressive ones.
Efficient marketing includes the placement of an advertisement that would convert every time the audience sees it and hence reap in more profits. Firstly, the company has to study the market carefully and find the target audience, which is sure to respond. One can neither advertise cheeseburgers among health-freaks nor the dietary food products among the foodies. So finding the right audience will not only reduce the cost but will prove to be more effective. Secondly, crafting and placing a message plays a vital role in the marketing of a product. If a food company has come up with a new dip, it should place the message of its introduction at the bottom of a chips bag, which will immediately be seen by the consumer tempting him to buy the dip. It means that time and context make a lot of difference in the marketing of a product instead of focusing all your energy in the wrong place.
A study conducted by some of the prominent business universities ( The Tuck School of Business and New York University) has shown that efficient marketing defeats aggressive marketing in many ways. For example, it is cost-effective. It helps small businesses to flourish, which sometimes out the market moguls itself. It strengthens the bond between the seller and the buyer by understanding the needs of the latter, unlike aggressive marketing, which borderlines on becoming nagging. Efficient marketing has rightly proven that ‘less is more’ and hence, the key to maximum profitability.