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Marketing Overview Briefing

What is Marketing? What types of Marketing and Marketing positions are there?


Marketing is a critical function that focuses on understanding customer needs, creating value, and effectively communicating and delivering this value to the market. For product managers, marketing is essential for ensuring that the product meets market demands, is positioned correctly, and reaches the right audience.

Types of Marketing

Marketing encompasses a variety of strategies aimed at reaching and engaging customers, each with distinct methods and objectives. These types of marketing can be broadly classified into digital and traditional forms, with further distinctions based on whether the approach is inbound or outbound. Here is a list of common classifications of marketing functions.

1. Digital Marketing

  • SEO (Search Engine Optimization): Improving website visibility on search engines.

  • PPC (Pay-Per-Click): Paid advertising on search engines and social media.

  • Content Marketing: Creating and sharing valuable content to attract and retain customers.

  • Email Marketing: Sending targeted emails to nurture leads and engage customers.

2. Traditional Marketing

  • Print Advertising: Newspapers, magazines, brochures.

  • Broadcast Advertising: TV, radio.

  • Outdoor Advertising: Billboards, transit ads.

3. Inbound Marketing

  • Attraction: Drawing customers through content and interactions.

  • Engagement: Engaging with potential customers via various channels.

  • Delight: Ensuring a satisfying customer experience to foster loyalty.

4. Outbound Marketing

- Direct Mail: Sending physical promotional materials.

- Telemarketing: Reaching out to potential customers via phone calls.

- Event Marketing: Hosting or participating in events to promote products.

5. Marketing Communications (Marcom)

  • Public Relations (PR): Managing the public image of the company and product.

  • Advertising: Creating paid promotions to build awareness and drive sales.

  • Branding: Developing the brand identity and ensuring consistent messaging.

  • Corporate Communications: Managing

Types of Marketing Professionals

The variety of marketing professionals exists to address the diverse aspects of reaching, engaging, and retaining customers. Each type of professional specializes in different strategies and tactics, such as content creation, SEO, social media, and public relations, ensuring a comprehensive approach to marketing that targets specific audience needs and business goals.

1. Marketing Manager: Oversees marketing strategies and campaigns, and coordinates between different marketing functions.

2. Content Marketer: Creates and manages content that engages and educates the audience.

3. SEO Specialist: Focuses on improving the website’s search engine ranking.

4. Social Media Manager: Manages social media accounts and campaigns.

5. Email Marketing Specialist: Designs and executes email marketing campaigns.

6. Market Research Analyst: Analyzes market data to inform marketing strategies.

7. Product Marketing Manager: Works closely with product managers to develop product positioning, messaging, and go-to-market strategies.

8. Public Relations Specialist: Manages the company’s public image and media relations.

Key GTM (Go-To-Market) Activities

Go-to-market (GTM) activities encompass a range of strategic steps designed to successfully create demand for a product. These activities, although varied and adaptable to different contexts, typically include common elements such as market research, positioning, launch planning, and sales enablement. Each activity plays a crucial role in ensuring the product meets market demands, is effectively communicated to the target audience, and achieves successful adoption.

1. Market Research: Identifying target market segments, understanding customer needs, and analyzing the competitive landscape.

2. Positioning and Messaging: Crafting clear and compelling product positioning and messaging that differentiates the product in the market.

3. Launch Planning: Developing a comprehensive launch plan that includes timelines, responsibilities, and key deliverables.

4. Sales Enablement: Creating sales tools and training materials to help the sales team effectively sell the product.

5. Demand Generation: Executing campaigns to generate interest and leads using tactics like content marketing, webinars, and advertising.

6. Customer Feedback and Iteration: Gathering customer feedback post-launch to inform product iterations and improvements.

Relevance to Product Managers

  • Alignment: Ensuring marketing strategies align with product goals and customer needs.

  • Collaboration: Working closely with marketing professionals, especially product marketers, to ensure coherent messaging and effective market entry.

  • Data-Driven Decisions: Utilizing market research and customer feedback to guide product development and improvements.

  • Effective Communication: Developing clear and compelling value propositions that resonate with target audiences.


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