What is Marketing?

I’m taking my first marketing course this semester, and coming into the class I wasn’t sure what to expect. When I think of marketing, I think of commercials and advertising. But as I’m beginning to understand, marketing is much more complex than that. Marketing is very strategic. When working in this field you’re constantly dealing with the changing wants and demands of consumers, and monitoring customer satisfaction.You have to worry about how you present your products- low expectations might satisfy those who purchase the product but you may not attract enough people to buy it. When expectations are set too high, you run the risk of disappointing your customers.

Marketing management also deals with reaching out to the correct group of people. A lot of research goes into this process. A company must first divide the market into segments, or segments of customers, and then target the ones that it can go after profitably.

Social Media has revolutionized marketing in the last few years, changing the relationship between companies and customers. As a result of these new forms of social media, companies and customers can interact. People are forming much stronger relationships with their brands.

I went on Instagram to see if different companies were using this form of social media. I found that many of them are. One of the companies that I looked at was Patagonia. The first page of their Instagram was their mission statement, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environment crisis.” I found myself thinking that this page was a great form of marketing. The images were so well done, and captured everything that the company stands for. They posted Images of people hiking on glaciers, skiing through British Columbia, and ice climbing in Vermont. Following a company like Patagonia on Instagram makes you feel like you have a closer relationship to them, even if you are one of 321,000 followers.

One of the most important aspects of marketing is that it increases customer value and satisfaction. They’re creating the experience of the product. Having an apple computer is not just any ordinary laptop computer. You have the experience that comes with it. It’s the sleek look of the silver laptop, and the glowing apple in the front. The most successful marketing campaigns are the ones that create the best experiences.

When you purchase a Patagonia, you’re not just purchasing a new fleece; you’re purchasing an experience. You can connect that purchase to the images and the lifestyles that you see in the Instagram photos, and feel connected to them. Because you feel closer to the company you’re going to want to buy more of their products, and you’re probably going to be willing to pay a higher cost for those products.

It’s amazing what a good marketing campaign can achieve. Often times, you may not even realize that it’s a marketing campaign. The Patagonia campaign is what really stood out to me. Nothing on the page said, “Buy this product,” but it made me like their company. And as a result, I would want to buy their products. They have been able to create a unique outdoor experience surrounding their products, and people are eager to replicate this experience.