Understanding Digital Marketing, Branding & Sales
Students if you learn Digital marketing then it is a very useful skill equally needed by Entrepreneurs, Business personnel, companies and organization to grow. It is a skill to sell.
What is marketing? I define marketing as “A process that makes sales easy”. If you learn digital marketing and grow in it then it has a vast scope in business. www.digitalmarketer.com is a good resource for learning Digital marketing, they have good content and most of their content is free.
When we talk about any product/brand, let say coke, Apple, iPhone, etc the process behind growth/success of their products/services is marketing, means to say that Marketing is the act of analyzing the market and understanding the needs of the customers in such a way that whenever a new product is launched, it sells itself.
Take an example of sprite, before a couple of years it is quite unpopular, but Sprite’s marketing campaign directly targeted teenagers and young adults who are devoted foodaholics, look at their taglines “Mirchi ka tadka sprite se bharka”, “Man Ki Maan”, “When thirst takes over, sprite your thirst” etc. Now the first impression with the sprite that comes in our mind is a mandatory drink with spicy food to enhance the taste. Look how they connect the dots of brand conscious and common people i.e., spicy food + Sprite = complete taste. It has extensively positioned itself with spicy food. Similarly take Coca-cola as an example, their marketing campaign target relationships, for e.g. In gathering of friends and family we mostly prefer to keep coca-cola as a soft drink, it is just because a significant part of Coca-Cola’s success is its emphasis on the brand over product. Coke does not sell a drink in a bottle; it sells ‘Happiness’ in a bottle.
So we need to understand the basic difference between marketing and sales, they are two different things, marketing makes sales easy whereas the sale is the closing process. The problem arises when we hire a salesperson and he starts doing marketing.
Let me explain when a person contacts you for your product, it is a result of the marketing of your product that you have already done, now the sales process starts, your customer may have many questions, concerns or objections and it is up to sales department how they address them rightly and close them. A Salesperson addresses the specific needs of the customer and provides a solution tailored to their requirements. In sales, you have to see all elements like if your customer is willing to buy your product or not, if yes, then whether he has all the resources to buy it or not, how you will cope with this situation? Maybe your customer is angry, he had bought your product but he was not satisfied with the quality/services, here comes the role of customer support department, they should also know all ingredients of sales means to say how they would handle angry customers or move forward to the sales department or take his/her interest to the level where he/she will buy your product without any hesitation in order to close the sales process.