Marketing and digital marketing, in particular, has created a symbiotic relationship between businesses and their customers. The proliferation of digital tools and the internet has opened a free-flowing, two-way marketing channel into our daily lives. 

Although marketing is a business function, it is primarily an exercise in applied human psychology. The role of marketing is to address customer needs and provide value. In either case, success requires a nuanced understanding of how people think, process, and choose within their environment.

The purpose of a marketing strategy is to reach the brand’s target market and turn people into buyers of the business’ product/s and/or service/s. It uses the business and brand strategy to determine its objectives and then packages the value proposition and offering to the market. The marketing strategy also addresses business and brand challenges or objectives.

An effective strategy involves making a series of well-informed decisions about how the brand, product, or service should be promoted. A brand that attempts to be all things to all people risks becoming unfocused or losing the clarity of its value proposition. It is therefore important to be authentic when presenting your brand and offering to the market – especially in the digital age – because of its reach. Connecting with people should be your number one priority.