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Why Marketing Matters
May 1, 2023

Does marketing really matter? This is a question many have asked, especially when faced with difficult budget situations. Well, I’m here to tell you that yes, it does matter. In fact, it matters a whole lot. But why? In this blog, we will discuss why marketing matters and how it can benefit your business.

What is Marketing?

Marketing is an essential component of any business, regardless of its size or industry. It encompasses a wide range of activities aimed at promoting a product or service to potential customers. Essentially, an effective marketing strategy can

• Help a business reach its overarching objectives
• Tell a business where, when, and how your customers or clients want to purchase your products or services.
• Differentiate your business from your competitors
• Build relationships with customers
• Help your business adapt to changes in the industry or market

Understanding all this can have a positive impact on your bottom line.

Marketing Helps Businesses Achieve Their Objectives

Marketing plays a critical role in helping businesses achieve their objectives. By using effective marketing tactics, businesses can increase sales, build brand awareness, and expand their customer base. For instance, companies often use digital marketing to promote their products or services to a broader audience.

They can do this by leveraging social media platforms such as Facebook, Twitter, and Instagram to reach potential customers. Another growing sector of digital marketing is Search Engine Optimization (SEO). Through SEO, companies can optimize their websites to better speak to Google and the user, leading to increased organic traffic and lead generation.

One example of a company that successfully used marketing to achieve its objectives is Apple. The company has been known for its effective marketing campaigns, including its “Think Different” campaign in the late 1990s. This campaign helped to build brand awareness for Apple and positioned it as a company that values creativity and innovation.

Marketing Helps Businesses Understand Their Customers

Marketing research and analysis can help businesses gain insights into their customers’ needs, preferences, and behavior. By understanding their target audience, businesses can develop products and services that meet customers’ needs and expectations. For example, businesses can conduct surveys, focus groups, and customer feedback to gather insights into their customers’ preferences.

Moreover, content marketing is another effective way to understand customers. Through blog posts, social media posts, and other types of content, businesses can engage with their customers and learn more about their needs and preferences. This information can then be used to tailor marketing messages and offers that resonate with the target audience.

Collecting and analyzing the data from your marketing efforts is an effective way to create the ideal buyer personas that you want to target.

Marketing Helps Businesses Differentiate Themselves from Competitors

Branding and positioning are essential elements of marketing that can help businesses differentiate themselves from their competitors. By developing a unique brand identity and positioning, businesses can stand out in a crowded market. This can be achieved through traditional marketing methods such as advertising, but digital marketing has made it easier for businesses to differentiate themselves.

An excellent example of a business that successfully differentiated itself through branding and positioning is Nike. Nike’s “Just Do It” campaign has been one of the most successful marketing campaigns of all time. The campaign helped to position Nike as a brand that values determination and excellence, setting it apart from competitors.

Marketing Helps Businesses Build Relationships with Customers

Marketing can be used to build relationships with customers through targeted communication, personalization, and customer service. By developing relationships with customers, businesses can create brand loyalty, which can lead to repeat sales and positive word-of-mouth marketing. Word-of-mouth is the most effective form of marketing, so building a loyal customer base provides benefits beyond returning buyers.

Email marketing is one effective way to build relationships with customers. By sending personalized emails with relevant content, businesses can engage with their customers and provide them with valuable information. Moreover, social media can also be used to build relationships with customers by responding to their inquiries and providing them with the support they need. Creating a unique brand voice/persona that users can comfortably interact with creates a more human relationship between a business and a potential customer.

A great example of this is the Wendy’s Twitter account. Back in 2017, the Wendy’s Twitter took a new approach to social media interactions with witty, personable messages that people could actually relate to. Since then, many other businesses of all sizes have attempted to imitate this strategic marketing, but Wendy’s still holds the crown.

Marketing Helps Businesses Adapt to Changes in the Market

Marketing can help businesses stay agile and adapt to changes in the market, such as new technologies, emerging trends, and shifting consumer behavior. By keeping a pulse on the market, businesses can make strategic decisions that help them stay ahead of the competition.

Marketing can also help businesses identify new opportunities for growth. For instance, by conducting market research, businesses can identify new customer segments or untapped markets, which can lead to new revenue streams. Keeping a close pulse on your target audience, as well as other customer segments, can give you a competitive edge.

The Benefits of a Marketing Agency or Consultancy

While many businesses prefer to keep their marketing in-house, an outside agency can provide a number of benefits.

1. Expert industry knowledge: a full-service industry can provide your business with experience in many different fields to fully encompass your marketing needs.

2. Save time and money: for small businesses, hiring a marketing consultant or agency is often cheaper than having an on-staff marketing team. Further, relying on an outside agency puts more time in your day to worry about your other core operations.

3. Access to advanced marketing tools: as a marketing agency, we have access to a wide array of advanced marketing tools and platforms that your business might not have access or budget for. These tools provide valuable insights that are currently underutilized.

4. An unbiased perspective: Often, a business owner or key decision maker can fail to see issues with their business. It’s understandable, as you built this business from the ground up. An unbiased perspective can provide a different point of view on a topic that your in-house marketing team never considered.

20North: Digital Marketing Made Simple

Businessman using a computer for analysis SEO Search Engine Optimization Marketing

20North is a full-service digital marketing agency focused on driving business through results-driven, multi-channel digital strategies. We work closely with our clients to deliver personalized, thoughtful marketing strategies to help them reach their overarching goals.

Our main services include:


Paid Advertising on Google, Bing, LinkedIn, Meta (Facebook), and more

• Email Marketing

• Web Development

Want to learn more about how we can optimize all cross sections of your marketing funnel? Contact us today, and let’s develop a marketing plan to meet the unique goals of your business.

Closing Thoughts

In conclusion, marketing plays an important role in any business. By investing in effective marketing tactics, businesses can achieve their objectives, understand their customers, differentiate themselves from competitors, build relationships, and adapt to changes in the market. Whether you’re a small business or a large corporation, marketing should be an essential part of your business model. Remember, effective marketing is not just about creating marketing material; it is about building relationships with potential customers and existing customers, understanding their needs and preferences, and providing them with value.

While it may be tempting for businesses to cut their marketing budget during challenging times, this can be a mistake. In fact, during uncertain times, businesses may need to invest more in marketing to stay ahead of the competition and capture new opportunities.