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Marketing is any aspect of promotion to increase business by meeting the needs of customers.  The vast majority of successful companies will use at least some form of marketing to introduce their goods or services to a wider audience, or to promote their offer as a better choice over competitors.  Marketing may be carried out internally by company employees or outsourced to expert agencies.

A key aspect of marketing is to identify and understand the needs and wants of customers.  This ensures investment into marketing is targeted towards the right audience and appeals to consumer’s expectations and demands.  When this research has been carried out marketing methods can be chosen to suit the available budget and to reach the relevant customers and present the right image and facts. 

Marketing includes advertising through the most relevant and effective channels to reach the relevant audience.  Advertising can include newspapers, magazines or other publications, paid entries into phone books and internet directories, posters, branded give-aways, leaflets, television and radio advertisements.  In this way a business’s name, services and contact information can be introduced to a large audience. 

A website is a key part of most company’s marketing and is vital in clearly presenting the services, image and reputation of the business.  If a company expects to increase business through the use of their website it must be marketed itself, to reach the relevant audience seeking the goods or services on the internet.  Online marketing includes, email newsletters, search engine optimisation to ensure the website ranks highly in the search engine positions and paid advertising to quickly get prominent positions on relevant websites or search engine results.

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