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Why Is Marketing an Important Core of Every Business?

Some illuminated signs in the city of Changsha, China. These are a form of marketing.

Some illuminated signs in the city of Changsha, China. These are a form of marketing.

‘Marketing is the soul of business‘. This is a popular statement that anticipates what will be the content of this article: describing in what measure marketing is an important and vital core for every business in order to succeed.

Every business starts from the zero

There is no business that starts already successful. Every activity grows over time. All the big entrepreneurs who gave the birth to most of the famous multinationals we know started from small realities that went eventually big in the next years. The same can be applied to local realities that do not grow enough to become global, but that still start with few customers and then establish a solid presence in their area after some time. The main idea is that every business needs time to expand: marketing, in this way, can help accelerate this growth, as it allows people to rapidly know about it.

A Starbucks Reserve Roastery, part of an empire that started with a small coffee shop in Seattle.

A Starbucks Reserve Roastery, part of an empire that started with a small coffee shop in Seattle.

A local Google building. Google started from an idea of two students of the University of Stanford before becoming the empire we know today.

A local Google building. Google started from an idea of two students of the University of Stanford before becoming the empire we know today.

Being a good chef does not make a restaurant successful

The title is put as an example in order to describe what is the reality of growth of businesses. You may be a very good chef and decide to open a restaurant: you will have some customers that get curious about your eatery even the first day of activity: maybe they have spot your window and decided to give a try. Even your shop window is a form of marketing and so, starting with a beautiful one is surely a good way to begin. Your customers may eat well and decide to come back again with their friends: this is another form of marketing, even if it is not something you can control. In this way, we can understand that, for marketing, we don’t necessarily intend the mere activity of investing money for advertising our place: even customers may help us grow by eventually promoting themselves our place to other people they may know. Still, doing online advertising for your restaurant is another way to grow faster and have even more customers. The idea is that it is not only important how good you may be as a chef: nobody knows it until they enter your restaurant and try your dishes: that's the reason why marketing is the core of every business, from the big multinational to the local restaurant. If you don’t get known by your potential customers, also by investing something in marketing (it should not be necessarily a high amount of money, especially if you own a local business that may limit to just some online advertising in the area), you may be the best chef of the world, but people are not knowing it and so they may continue to visit other places they know well, maybe also because these last ones have spent something in marketing in the past.

Indirect forms of marketing

While investing in online advertising may be an example of direct marketing, there is another layer we can add in order to grow our visibility: the way of indirect marketing. This consists in being visible on a place that is eventually visited by several people, without directly paying for this visibility. Being at the top search results in Google for organic searches is surely an example of this idea of indirect marketing: you are not paying for your high presence, still you benefit from the fact you are visible by searching for popular keywords on a popular search engine. There are two other examples that may better describe this idea:

  • a restaurant offering food delivery through popular services like Uber Eats, GrubHub or Deliveroo does not have to pay for its visibility on these platforms (they only pay a commission on each order, but this comprehends the whole cost of the service, not just visibility). Still, if this restaurant has very good ratings and fast delivery time, it may happen that it gets to the top positions in its category without the need of purchasing top placements. The result is that this restaurant, without having invested directly in marketing, can grow rapidly just because the delivery platform is already popular and the top position achieved just by providing an excellent experience to customers is more than enough to reach new people that may order food multiple times and even eventually decide to come to dine too;
  • an online shop that also sells on marketplaces like Amazon, eBay and AliExpress: if they provide a good customer experience, with fast delivery and quality products, they may gain positive feedbacks and gain the top positions. In this case they may just grow their sales on the marketplace without having customers visiting also the independent online shop, still we are talking about a good visibility reached without paying for something and that results in a growth.
Two tablets used for food delivery. A good visibility in a popular food delivery service may be considered a form of indirect marketing.

Two tablets used for food delivery. A good visibility in a popular food delivery service may be considered a form of indirect marketing.

Conclusions

Marketing is an important core of every business because excellence is not enough if people do not know for what things do you excel. You may invest something in advertising, establish a social presence or just benefit from forms of indirect marketing (like having a restaurant and growing on food delivery platforms), even better if you do everything: in general, you have to let the customers know what do you offer and why you are better than your competitors. Without marketing, even the best business of the world may risk not to succeed, just because potential customers are not aware of it.

This content reflects the personal opinions of the author. It is accurate and true to the best of the author’s knowledge and should not be substituted for impartial fact or advice in legal, political, or personal matters.

© 2021 Alessio Ganci

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