Branding Blog

Basic marketing definition and overview.

Written by Dale Berkebile | Mon, Jun 15, 2009

Marketing is the means by which companies use the research and analysis of their customers to formulate strategies that build brand awareness, make offers, cross promote and convert viewers into ongoing clients.

This is the phase that companies start developing demographic and psychographic data on their customers and prospects.

  • Demographic Data -
    Description about the person or company.

    Examples Include:
  • Age
  • Gender
  • Family size
  • Family lifecycle
  • Generation: baby-boomers, Generation X, etc.
  • Income
  • Occupation
  • Education
  • Ethnicity
  • Nationality
  • Religion
  • Social class
  • Job Title
  • Industry
  • Company Size
  • Number of Computers
  • SIC Codes
  • Psychographic Data -
    Description about a customers lifestyle.
    Why they buy or how they buy.

    Examples Include:
  • Activities
  • Interests
  • Opinions
  • Attitudes
  • Values
Once you have a strong understanding of your customers and prospects you can build a plan of attack (strategy) based on what this audiences needs are. After their needs are defined a company forms a theme, message or offer to approach this list of prospects.
From there you start to move into the Lead Generation Phase, Lead Conversion Phase and finally into the Client Fulfillment Phase. We will describe these phases further in a future article.