What is Marketing? What skills do marketers need in the digital age?

What is Marketing?

Marketing Definition

According to Wikipedia, Marketing is the business process of creating relationships and satisfying customers. Customer focus is one of the leading components of business management. The American Marketing Association (AMA) defines it as follows: “Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers. customers, and to manage customer relationships in different ways to benefit the organization and its members.

Understand in a more direct and concise way

Marketing is the process of turning your target audience into potential customers, to make sales easier.

The process of creating a product includes research, product design, promotion, sale and distribution of your product or service. Therefore, marketing also includes activities that research, promote, support sales and distribute the value of your product or service to users. Marketing today focuses on studying the market and customer behavior, as well as analyzing the business management activities of companies, helping companies to attract, gain and retain customers. (and brand loyalty) by satisfying their needs and wants.

The formation and development of the term Marketing

To help readers understand Marketing knowledge, let's go back in time and learn about the formation of the term Marketing. Marketing comes from an English term. Its literal meaning is "making the market". The term "Marketing" was first used in 1902 at the University of Michigan in the United States. 

According to Wiki, marketing has been known for millennia. But the term "marketing" used to describe the commercial activities of buying and selling a product or service was in common usage in the late nineteenth century. Today, marketing is known as an advanced combination of strategy and technology, however, it has not always played out this way. The history of marketing as we know it began with humble beginnings simply trying to sell goods and services.


Marketing's Role

The dominant role of the market in the activities of businesses is increasingly strong. That urges companies to need marketing methods and techniques in organizing, operating and controlling all their activities.

  • Help survey the market, production and consumption activities, meet the needs of customers in a practical way.
  • Help to solve the relationship between the enterprise and the market well.
  • Marketing is a method of concretizing a business plan
  • Help to better harmonize the goals of the enterprise.
  • Stimulate research and production improvement

What areas does marketing include?

Marketing developed according to the development of that era, so I consider marketing to be a very broad field including:

  • Relationship development (Building and developing each buying - selling relationship, you can see more about Trade Marketing)
  • Brand (brand)
  • Design (design here is research, product appearance orientation, brand style into specific designs)
  • Price (pricing – pricing strategy)
  • Marketing research (market research)
  • Consumer psychology (consumer psychology)
  • Digital Marketing (Advertising, SEO, ..)
  • Measuring (measurement of efficiency)
  • Even Marketing Analytics

6 popular types of marketing today

Developing a marketing strategy is entirely dependent on how well you understand your target market and where they spend most of their time online. Depending on your customer base, you may choose to use any (or all) of these types of marketing.
  • Blog Marketing – Nowadays, most businesses apply content marketing to Website, Social channels, not just Blog articles.
  • Internet Marketing – For the most part, Internet marketing overlaps with digital marketing (Digital Marketing – bringing your business online simply to become more available to your customers.In 2020 competitive advantage. competition is not what you offer but your availability online.
  • Search engine optimization – Search engine optimization: Abbreviation “SEO”. This is the process of optimizing content on a website so that it appears in search engine results. It is used by marketers to attract people who do searches that imply they want to learn about a particular industry.
  • Print Marketing – Traditional marketing still uses print media to reach their target audience using all the advertising campaigns and other features in magazines and newspapers that the target audience reads .
  • Social Media Marketing – With so many people using social media for hours every day, many businesses are turning to their favorite social media channels to reach their target audience. Besides developing your own marketing tactics on social media, influencer marketing is another effective way to reach potential customers through social media marketing.
  • Video Marketing – Recent technological advancements have made it easier than ever to produce quality video for basically no money. Considering that nearly 5 billion videos are watched on YouTube every day, that means some companies also want to put some marketing efforts into video.

Importance of Marketing for Business

Importance of Marketing for Business
Importance of Marketing for Business

1. Bring information

At the foundation stage, marketing is very useful for educating customers. In other words, for customers to buy your product, they need to know what your product does and how it works. Marketing is the most effective way to communicate your values ​​to customers. That is why, for specific products, businesses need to invest a lot more in marketing activities.

2. Balancing opportunities for small SMB businesses (SMB = Social media business)

Modern marketing is getting less and less expensive if you have the right strategy – using the power of digital to realize your business goals. Social media platforms and email campaigns have helped businesses increase their reach to customers, at increasingly more affordable costs. For SMB businesses, smart marketing campaigns can also help small businesses balance the game with other big names in the industry.

Modern Marketing
Modern Marketing

Due to the specifics of the business, small SMB companies can take more care of their individual customers through Marketing platforms. Especially when modern consumers are now more and more concerned with the experience than the price of the product. These one-on-one experiences can help customers love your business over other big businesses.

3. Keep the frequency of business presence

Marketing is more like food than it is medicine. This means that marketing is seen as a way to increase a company's presence, not as a way to make up for a lack of interaction between a company and its customers. In other words, Marketing is a tool that businesses need to build and manage every day to keep good relationships with their customers. Marketing is a long-term campaign to help a business grow.

4. Build connections with customers

Connecting with customers is the key to the success of any business, especially for SMB businesses. Marketing helps solve the question of how to stay engaged with customers even after they have completed a purchase. In the past, customer interaction took place directly inside stores. But at the moment, that is not enough. Businesses need Marketing, with intermediary tools, to be able to send customers content to help increase connection with customers anytime, anywhere. Customers want to build a relationship with your brand, and marketing can help you do that.

5. Help increase sales

Marketing is important because it makes it possible for businesses to sell products or services. Let's say you have a great product, but how can you sell it when no one knows about it? SMB businesses need to build novel and inviting content to attract customers and make them buy.

Marketing helps increase sales doanh
Marketing helps increase sales doanh

Marketing helps increase sales. And increasing sales helps to increase the growth of the business.

6. Grow your business

Marketing is an important strategy to ensure the growth of the business. Marketing not only helps you connect with your existing customers, but also reaches more potential new customers, through social media posts and email campaigns. In short, marketing helps secure the future of your business by connecting with all your customers, new or old.

What is a marketer?

Marketers are people working in the field of marketing, responsible for researching, analyzing the market and planning strategies to provide valuable products/services to potential customers.

Marketer's job helps to expand the market, bring in new customers and increase brand awareness based on researching needs as well as creating new needs.

Their jobs will include tasks such as defining goals, segmenting target customers, researching competitors, reaching target customers through the media, cultivating relationships with customers. customers, create content, set budgets, set up advertising campaigns.

Why do businesses need Marketing specialists?

Businesses can succeed or not depends on their marketing ability. Financial activities such as production and distribution cannot be effective if the market does not have enough demand for the product/service that the business is providing. They will help build brand equity by using brand logos, icons, names, .. on both online and offline channels. And the more people know about your products/services, the more people will want to buy them. What do Marketing staff do? All it does is: identify the needs, wants and requirements of the customer, and from there, the business can improve and introduce more new products to its markets.

Marketing staff job

For Digital Marketers

Some popular positions related to digital marketing:

  • Social media manager (Manage social networking sites)
  • SEO specialist
  • Digital brand manager (Brand management on electronic channels)
  • Paid-media specialist
  • Content marketing specialist

One of the most sought after jobs in the field of Marketing today is Digital Marketer. If you have a desire to become a Digital Marketer or want to learn about this position, the following content will help you understand more about the jobs Digital Marketers are having to perform in today's businesses. now on.

PPC Marketing

PPC Marketing involves spending money to bring your content to appear on search results pages. Digital Marketers will be responsible for ensuring that the product / service landing page of the business is always at the top of the search results pages, through paying for search engines (Google Ads) and optimizing the search engines. that campaign to bring high and long-term effectiveness.

SEO Marketing

SEO also includes work related to the search engines, but instead of paying, marketers need to research and follow the algorithms of these tools to get their pages to appear in the search engines. search results page. SEO marketing, especially for the purpose of bringing profit, although not immediately beneficial, is the most effective and cost-effective form of marketing. However, you need to keep up to date with changes and new Google algorithms if you don't want to lose your current results.

Content Marketing

The difference between content marketing and other forms of marketing is that content marketing doesn't sell products or services. The main purpose of content marketing is to bring value to customers and build strong relationships between brands and customers. Like SEO, content marketing takes time to build to be effective. As a content marketer, you should know how to find the most connected, creative and concise ways to communicate about your company. And to be able to engage their customers, they will find topics that interest their potential viewers and create interesting content to communicate to them.

Video Marketing

Video marketers have the ability to create a better and deeper connection with their viewers. They can see who watched the video, who clicked pause, replayed it, watched it a second time or skipped the videos. And from there, create better, more effective content. Video is also a form of advertising that brings high conversions in all types of Marketing.

For traditional marketing

Traditional marketing is not too dependent on modern technology tools that digital marketing is using. For some companies, non-technological approaches are better able to connect with their customer base.

Traditional marketing
Traditional marketing

Marketing based on experience

With this marketing approach, businesses connect with customers by inviting them to participate in interactive, real-life, and brand-related activities (pop-up stores, event sequences, . . ) Because these marketing campaigns are more about building relationships. It can help build and maintain customer loyalty to the brand. These hands-on events can help businesses educate customers and help them understand more about the brand. Especially in the present time, when customers have begun to be more interested in the actual experience outside the computer screen, phone.

Local marketing

Banners mounted on roads, bus stops, intersections, .. are all forms of Local Marketing. If your brand exists in a physical location, it is possible that your business is using local marketing as part of its communication campaigns. To increase the effectiveness of their campaigns, marketers should use many different methods for their marketing activities. For this industry, you need to continuously develop your skills. Maybe today you are running a B2B email campaign, the next day your boss will assign you the job of collaborating with another designer to create an outdoor advertising campaign at bus stops.

Market research

This is one of the most important jobs in all marketing activities, whether online or offline. Market research is the activity of exploiting different forms of data to best market a product. To be able to do that, they need to conduct research activities, customer surveys, etc. to collect information. This information, then, will be used to determine the position, price, and key message of the product, as well as as a material to help marketers and managers make strategic decisions.

Skills Needed in Marketers in the Digital Age

6 Must-Have Skills for Those Working in Marketing

1. Creativity

 Marketers need to be able to come up with new and interesting ideas to appeal to their customers and target demographics so as not to become stale. From having an eye for design to coming up with interesting concepts, the ability to come up with side ideas is important. Even small things like naming an SEO article title require creativity. Any marketing activity needs creativity, otherwise you will be easily forgotten. Examples of some of the most creative jobs:

  • Brainstorming a message for an advertising campaign
  • Content Creation
  • Content marketing

2. Ability to understand buyer needs and sales process

We do Marketing to stimulate and promote the purchase action of customers. If we do not feel, do not understand our customers, all you do is meaningless

3. UX skills and understanding of customer experience

Marketing is no longer just getting customers to buy. It now includes post-sale continuation experiences including referrals, communication and even upselling. Because of their constant efforts to keep and sell more existing customers, marketers must understand the entire customer experience and come up with thoughts around the best UX and CX. Marketers need to understand customers from their wants, needs, and pain points. Then you need to build a full, thoughtful customer experience from growing product or service awareness through touchpoints. The marketplace should also have a view on landing pages and even the referral process. They should also consider how to engage existing customers through newsletters or drip campaigns. Finally, they should continue to get feedback from past and current customers about why the product did and didn't meet their needs. This valuable information can be used in marketing materials to differentiate products.

4. Ability to analyze data, logical thinking

With the current era, you not only need to be proficient with analytical tools such as Google Analytics, Google Tag Manager, Data Studio but also need a strong logical thinking ability. Marketing requires a lot of research-based analysis to determine what customers want and need, and a lot of strategies are built for testing or actual implementation based on that analysis. Marketers often have to change their strategies as new information emerges. That's why they need to be able to draw logical conclusions, based on the data and different types of information they receive. All successful marketing campaigns must be data-driven. Especially in the 4.0 era, the emergence of technology helps businesses get more and more important data and information for their operations. As a marketer, you need to know how to effectively collect and process and make strategic decisions based on this information. This is the most important and most essential analytical skill a marketer should have:

  • Analyze customer survey data
  • Analyze customer demographics and preferences
  • Applying differentiation principles to marketing strategies
  • Applying segmentation strategies to Marketing projects
  • Research your competitors
  • Analyze to optimize social media campaigns

Today, decision-making is based on the right data and metrics related to campaign goals and key performance indicators. Marketing automation software and other analytics tools make it increasingly easy to track the impact of your campaign's success. So the marketer will be able to look at the breakdown without breaking a cold sweat.

5. Project management and organization skills

As technology develops, competition increasingly requires people implementing marketing activities to know how to apply tools to manage projects. The increasingly fierce competition is also when we need to do more, technology and customer data will increase. Now we are not just implementers but project managers. Building an omnichannel marketing plan that includes many different resources leads to the need to coordinate within the company. . The digital marketplace also requires the skills of a project manager and bringing together disparate teams to move marketing ideas from concept to completion. Project management skills include leading and allocating internal and external resources. Project managers must have technical skills, but they must also be able to break complex projects down into actionable steps. They must be able to clearly communicate objections and then motivate teams to create a seamless experience. Digital Marketing project managers need to manage workflows. You need to be proficient with tools like Trello, Basecamp, or Wrike.

 6. Insights into Inbound Marketing

 Inbound Marketing attracts, converts, and nurtures qualified sales leads using strategies specifically designed to be helpful and relevant. The focus is on providing information and entertainment to people seeking to understand and address needs. Outbound marketing, on the other hand, is disruptive and invasive. This intermittent marketing involves trying to get the company's message to as many potential customers as possible and hoping it resonates.

What is Marketing Industry?

Marketing is the industry that includes all customer-oriented activities aimed at satisfying the needs and wants of customers, through the process of marketing products, developing brands. The highest goal of marketing is to become a solid bridge between businesses and target customers.

Is it difficult to learn marketing?

Is it difficult to learn marketing?
Is it difficult to learn marketing?

Indeed, according to industry experts, Marketing is still a relatively new industry for Vietnam. Therefore, to do Marketing jobs in Vietnam will be quite difficult and encounter many thorns, but this industry still has a lot of untapped potential. To become an expert in Marketing, you not only need to equip yourself with the basic knowledge but also the necessary skills for this field. However, the current curricula in Vietnam are still not standardized and are still heavy on theory. So, to learn this industry, you need to have a good mindset and know how to select the information you need. Not only that, to be able to grow and succeed in this industry, you need to be a dynamic person, and not afraid of change. And you also need to have a lot of passion and determination for this industry. Only then will you be able to overcome difficulties, and be ready to challenge yourself with new ones.

Do you need a major to do Marketing?

The answer is up to you. To do marketing jobs, you need to have a basic knowledge of this industry. And in college, it's a good school, proven to lay the groundwork for you, helping you form the right mindset for your chosen career. University is the place to help you get professional, professional textbooks, from which you can access knowledge from basic to advanced, as well as have the opportunity to practice and get acquainted before. with future marketing jobs. Thus, you will find studying and doing Marketing jobs will become easier and more comfortable. However, a university degree is not everything. That's why many people go to work in the wrong industry, without going to university to still be successful. Because of:

Marketing is always up to date

Marketing years ago and now are completely different. Five years ago, perhaps no one would have thought that Facebook could grow to what it is now, and not many people would have thought of running ads on Facebook, let alone optimizing those ads. But now, nearly every SMB business runs campaigns on Facebook Ads. That's why, once you've defined this industry, you need to have a sharp mind, stay up to date with the latest trends and constantly learn. If you only learn the basic textbook theory, it will be difficult for you to follow the pace of development in this field of MKT.

Marketing always requires skills

No school will teach you soft skills for this field. For Marketing, besides theoretical studies, you also need to have many other skills to support. And most of these skills are drawn from practical experiences and experiences. Not only that, in each different position will require different skills. You need to determine your own direction first, then determine what skills you need to add. For example, if you want to become a content writer, you need to hone your writing skills, as well as your creativity. And if you want to become an advertising staff, then you need to have the ability to analyze the market, and the ability to identify customer insights, and especially the ability to analyze data to be able to optimize for advertising. its campaigns.

Companies are ready to accept employees from outside the industry

Many companies now no longer attach too much importance to the issue of degrees. So even if you are not a Marketing student, you can still become a real Marketer, if you have the necessary knowledge and skills. However, for those in the industry, you still have a certain knowledge gap that needs to be filled. So how to make up for it? You can try things like:

  • Join courses, training courses on prestigious Marketing skills
  • Become an intern for companies
  • Self-study at home
  • Check out the blogs about Marketing

There are many institutions that train short-term and long-term Marketing courses, you can also refer to places like this to be able to grasp the basic knowledge of Marketing, as well as be trained in the necessary skills. This is a very good environment for you to learn, as well as experience jobs related to Marketing. Experience is extremely important to the Marketing industry, so it is extremely valuable to gain experience from the real world when doing an internship. If you want to learn more about Marketing concepts, then you can read through some of Philip Kotler's Marketing textbooks and more. Or join groups on social networking sites, forums to learn more knowledge from the forerunners, experienced seniors in the profession. Everything is on Google. All knowledge from basic to advanced, principles, guidelines are available on search engines on the net. However, because the amount of information is too large, you need to learn about Marketing on official information sites to get the most useful and correct information and knowledge for yourself.

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