The essence of marketing is to discover needs and create value

This article discusses the topic of "what is the essence of marketing" in depth, and emphasizes the importance of "innovation" in marketing. It is recommended for marketers to read.

Someone on Zhihu asked me, "What do you think is the essence of marketing?" This is a very basic question, but it is indeed a question that many practitioners have not considered. Sharpening a knife at any time will not delay chopping wood. Clarifying the essence of the problem will allow us to move towards our goals more clearly and achieve twice the result with half the effort. Therefore, today I will talk to you about the essence of marketing.

I believe that the essence of marketing is to discover and meet consumer needs, create customer value, and establish long-term relationships with customers through effective products, services, communication and relationship management strategies in order to achieve sustainable profitability and accomplish business goals.

1. Marketing is a journey of discovering and satisfying consumer needs

It is not just about selling products, but also about creating customer value. Marketers need to have keen insights and a deep understanding of consumers’ needs and expectations in order to provide them with truly valuable products or services.

In this process, marketers need to use various strategies to establish long-term relationships with consumers. This includes effective product strategies, service strategies, communication strategies, and relationship management strategies. Product strategies need to design and improve products based on consumer needs and expectations to increase product appeal and competitiveness. Service strategies should focus on consumers' purchasing experience and after-sales service to ensure that consumers receive satisfactory services throughout the entire purchasing process.

Communication strategy is the key to establishing long-term connections with consumers. Marketers need to use a variety of communication channels, such as advertising, promotions, public relations activities, etc., to interact effectively with consumers, convey corporate values ​​and brand information, and enhance consumers' recognition and trust in the brand.

Relationship management strategies are designed to maintain long-term relationships with consumers. Marketers need to pay close attention to consumer feedback and needs, promptly resolve their questions and concerns, and establish stable consumer relationships through continuous interaction and communication to achieve the company's business goals and profits.

2. How can enterprises discover and meet consumer needs, create customer value, and establish long-term customer relationships through comprehensive marketing strategies?

Let’s take Starbucks as an example.

Starbucks realizes that consumers need to find a comfortable "third space" in their lives, and uses this as the core concept of its brand, creating an environment that is neither home nor workplace, allowing customers to enjoy high-quality coffee while also enjoying socializing and relaxing.

To meet the changing needs of consumers, Starbucks continues to launch new products and provide additional services such as free Wi-Fi and mobile app ordering to enhance the customer experience. Through social media, email marketing and community engagement activities, Starbucks effectively communicates its brand image and values ​​to customers.

In addition, Starbucks also collects customer data and provides personalized services through its loyalty program to maintain long-term relationships with customers and promote brand loyalty. It is these strategies that work together to help Starbucks remain successful and relevant in a highly competitive market.

3. How to implement these strategies effectively?

I think the key lies in innovation.

In today's highly competitive market environment, only continuous innovation can lead to success in marketing. Innovation is not only in products and services, but also in marketing strategies and methods. For example, using big data and artificial intelligence technology to analyze consumer behavior and needs, developing personalized products or services, or using social media and content marketing to increase brand awareness and attract potential consumers.

To this end, marketers need to pay close attention to market changes and changes in consumer demand, and constantly adjust and innovate marketing strategies to adapt to the ever-changing market environment, so as to truly realize the essence of marketing, create customer value, establish long-term connections with consumers, achieve sustainable profitability and achieve business goals.

Author: Chen Hao; WeChat public account: Brand Market Relativity (ID: Brand-Marketing)