“Marketing is no longer about the stuff you make, but about the stories you tell”
The concept of marketing was originated during the Industrial Revolution era and has been with us since, gradually acquiring more relevance in our minds. At the present time, the study of marketing is continuously evolving towards a deeper holistic understanding of human behavior and the market forces.
Most authors would agree that, although the process of conceptualization is relatively recent, the first steps on marketing were given on ancient Greece. During the VI century BC, the advancement of the Greek civilization, in correlation with the standardized adoption of coins, gave rise to embrace marketing in detriment of bartering, far less efficient in a complex society. Still, marketing received the great boost when a German goldsmith, named Gutenberg, introduced the first printing press in western Europe around 1439, emerging the era of mass communication. In this respect, Mark Twain observed: "what the world is today, good and bad, it owes to Gutenberg".
In any case, a few decades ago marketing guru Philip Kotler popularized marketing as an academic discipline. Today, the term marketing is one of the most searched on Google. According to Dr. Kotler, “marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. It could be said that marketing is a variable set of analytical techniques and strategic practices, focused on satisfying consumers and their society. But over and above evaluating transactions, marketing is about bolstering awareness through interactive communication, the channel through which the consumer perceives the corporative image of your brand.
Nowadays, the activity of a marketing department must not be reduced to the connection with customers but must be also actively integrated in the distinct areas of the business. The marketing administration of a company would be in charge of a wide series of tasks, such as defining objectives, evaluating marketing strategies, building a competent image for the brand, aligning targets with the rest of departments, analyzing the ROI (Return Of Investment) and innovating methods and procedures to improve future actions. In this context, the key element of a marketing plan is to identify the most fragile aspects of your business from a global perspective, while reinforcing the most competent elements.
Marketing face the challenge of generating an emotional bond between your business and the consumer, while in the past the goal was reduced to satisfy the customer. In order to succeed, it is indispensable to make a smart use of the resources at hand, so we can really transmit the passion of our actions. In this context, our team was born to provide innovative and personalized technological experiences to your marketing journey. In Youpal, we believe that traditional and digital marketing must be fully integrated to modellate the future of your business, generating a relationship of mutual understanding and confidence between your firm and your customers.
With the assistance of progressively improved technical advances and following the right methods, data information can be collected and variables anticipated. But in order to be creative, enthusiasm and imagination must be added. As economist Theodore Levitt, author of The Marketing Imagination notes, “ideas can be willed, imagination is their engine”. After all, marketing is nothing else but creativity at work.