Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." It is no surprise that marketing contributes greatly to the success of an organisation. The production and the distribution of products depend largely on marketing and some companies (for example Apple) go to great lengths to market and deliver a product the customer will love.


  • Marketing promotes product awareness to the public: Having a good product is one thing, selling it to customer is another story. To get the audience that you are trying to reach the only way is to promote your product and your brand, again, and again.
  • Create a relationship: With a good marketing plan you will allow your customers to trust you. A customer that trusts you will talk about you to his family & friends and indirectly make them trust you too.
  • Learn more about your market place: In order to market your product, you need to know who you are dealing with, who you want to target and how those people prefer to be reached. “Understand why and how your audience uses technology and then start trying to align your communications efforts.”– Brian Reich and Dan Solomon. By using tools such as Google Analytics, you’ll find out which keywords and websites are referring the most customers to you and by using Facebook, you’ll be able to find out what your customers love.
  • Identify your typical customer: Once you have reached a sizeable number of customers, you can look at your data to see which customer more willing to purchase your product and this will allow you to research how is the best way to reach such customer personas.
  • Build a successful/powerful brand: Create a good image of your brand and stand out next to your competitors. It’s your business’s presentation, reputation, and culture all rolled into one. Brands are essential, and by marketing well you are able to develop your brand. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos, Amazon.
  • Marketing boosts product sales: Ultimately, marketing is aimed to build a strong relationship with your customers and create an efficient sales cycle.