Marketing made Easy — A Comprehensive Guide to Marketing
Are you looking for a comprehensive guide to understand the essence of marketing?
This article talks about the very important marketing fundamentals and various other aspects of marketing which are certainly overlooked by businesses many times and that hinder their growth in the future.
This article is a good read for you (probably because you already want to read it, haha), or if you are a business person, a marketer, a blogger, or even a complete beginner in the world of marketing.
You can probably be reading it in 2025 or even later. And thinking, is it still relevant?
Definitely yes, its relevance can never be overpassed.
Because the fundamentals of marketing are rooted in human psychology and the market out there. Though the mediums and techniques or strategies to market products and services may change, the fundamentals will always remain the same.
So let us dive right into the fundamentals of marketing.
The Fundamental Laws Of Marketing
Marketing is the set of activities, and processes (using various tools, practices, approaches, and mechanisms) for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
The term ‘Fundamental Laws’ simply means the primary set of rules and principles on which something is based.
The Fundamental laws of marketing are the core principles on which marketing and consumer behaviour is based and these principles primarily revolve around four things: product, price, promotion, and place.
Let us discuss these principles one by one.
- Marketing is based on science. Not on creativity.
Because marketing starts even before creating the product. It begins with understanding the customers and customers’ needs that leads to creating the product that fits.
That’s why it’s based on science and not just coming up with any random product idea or writing creative slogans, copy-writings to sell a product that may already exist.
Now you may wonder, what is the science behind it and how things actually work in marketing?
The answer lies in our next principle.
- Sending the right message, to the right person and at the right time.
It’s very important to understand your target audience. Also making them aware of how your products or services are going to help them and at the time when they are actually looking for it.
To understand it better, we will be briefly discussing further how to choose your particular Niche, how to use the CATT marketing funnel, and Integrated digital marketing framework to build your customer’s trust and get effortless conversions.
But before moving on to that let’s know how important is the trust of your prospects?
That’s what the next principle talks about.
- Building and maintaining mass trust.
Marketing is not just about selling. It is also about keeping your existing customer happy by communicating with them and encouraging them to be a customer for life.
Example: Even after shopping a product from Amazon, you still keep receiving emails regarding your feedback on their products, your complaints, and the best offers going on on their products.
Because first, they want to win the trust of their customer by satisfying them and then encouraging them to buy from them again.
In marketing, trust is an important and a scarce resource.
As the universal law of cause and effect states that for every cause, there is a definite effect. So, what is the ultimate effect of the whole marketing game?
- Marketing is a means to an end.
The ultimate purpose of marketing is to build a strong brand name that has captured the ‘only’ position in the minds of people.
And this might be already true for you in many products.
Like if you go to a shop to purchase a bottle of water, you most probably would ask for a Bisleri rather than a mineral water bottle. Or if you crave to eat noodles someday you don’t ask for any sort of noodles, you just want Maggie.
And as the brand name becomes popular in the market, the need for marketing also goes lesser and lesser.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… The aim of marketing is to make selling superfluous.” — Peter Drucker.
But, have you thought, how it even started? What created that desire for you to choose Maggi over other brands?
- Marketing is a game of perceptions.
It is a manipulation of perception in the mind of the consumer. There are no ‘best’ products or services. It’s all in the mind.
Marketing doesn’t really define the actual quality of a product or service but how people will perceive your product or service by its marketing and branding.
Marketing is not a battle of products, it’s a battle of perception.
Example: In the United States when you think of Honda, you may think of a high-quality reliable car manufacturer. However, in India, Honda is best known for its motorcycles and with car sales it’s nowhere close to other brands.
So, It’s just about the perception that brands are able to create in your mind.
But do you think that only projecting a good image of your product is enough?
Of course not and there is something that is real and really matters.
- Only the product is rooted in reality.
Marketing is required to discover your products and services to the customers and develop a good perception about it in their minds.
But the actual product is the reality.
Because a quality product always sells itself.
So never let marketing become more important than the product.
And a great product or service converts your customers into your brand ambassadors. It works as the best channel of marketing.
But what if your best quality products are not the best amongst the rest?
- People will always remember the no. 1
It’s better to be the first one than just to be better.
Nobody knows you if you are not in the first place in a particular category.
For example- you would know the name of the 1st Indian to go to space but you most probably won’t know the 2nd one who is equally important.
So rather than being a number 2 or 3 in a category, try to become no. 1 in a category that you identify for yourself.
Examples: Google, Zoom, Xerox are the names that are no. 1 in their respective categories.
But imagine you have just started running and you are in a race and trying to compete with the champions. What could be your probability of winning it?
- Setting up a category you can be first in.
If you can’t become a leader in a category, become one in a sub-category.
If the industry you are in is already saturated and has a lot of competition. So rather than trying to the leader in such a category, try finding a category where you can become the only player.
The idea is to always try to be the only one.
But there is also a harsh reality to it.
- In the long run, every market becomes a two-horse race.
In the beginning, you carve your way into a new category where you can be the only one but eventually, every market becomes a two-player market.
With top companies competing for the market share. And this true for every market.
Examples: Coca-cola and Pepsi, Microsoft and Apple, Android and Ios.
Now as we have understood the fundamentals. To implement them you need to choose the right medium to market your business.
Understanding Traditional And Digital Marketing
Print media (newspaper and magazine ads, billboard ads, newsletters, brochures, leaflets, etc.),
Broadcast media (TV and radio Ads),
Direct mail (flyers, postcards, catalogs),
Whereas Digital marketing refers to using electronic devices or online platforms to promote a product or service. Some common forms of digital marketing include –
Search Engine Optimization,
Traditional Marketing Or Digital Marketing?
What is a Niche? And How To Choose The Right Niche?
Importance And Evolution Of A Personal Brand
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