Introduction

Before starting marketing let's understand what the market is. A market is a composition of systems, institutions, procedures, social relations, and infrastructure where people are engaged in exchanges. Exchange of products or services in terms of money. It is the place which helps or sets the price of the products or services. It allows a business's products or services to generate profit. But without the skill of market or in simple words without marketing skills, a business will make losses. It is very important to know the behavioural pattern of the market and sell the product or services to as many customers as the business can, to make a good sum of profit. And here comes the existence of marketing.

Having the knowledge of the market where your product or service is of no value is useless so one should have the skill of marketing and should focus on the potential market. A potential market is a market where a product or service can be exchanged or sold. The potential market consists of the potential customers who are interested in those products and services your business is offering.

Physical and Online market

Both Physical and Online markets exist today. Both have differences and similarities. They differ in their marketing techniques, the behaviour of the customers, management, etc. In a physical market, the physical presence and physical availability matter more but for the online market, the Web presence matters more. The customers coming to physical stores like to see the product and its quality by themselves but online customers don't have that much time to spend looking at the product physically but judge the quality by description, they just want a look which attracts them and lures them to buy. Marketing online uses ads on the digital screens for the product or service promotion but for offline marketing, posters, billboards, etc are required to advertise.

The similarity between these two is to attract as many customers to buy their quality products or services. Without good quality, they will lose their customers.

Physical market/marketing

Physical marketing needs a physical appearance for the public. A physical advertising method is used in the marketing strategy which includes billboards, print media. To target a large number of audience the billboard must be installed in a prime location, the print media is used in such a way which will help to make customers come and generate some good profits.

Here, marketing strategy includes the location, the shop or business office must be easy to locate and convenient to reach for the customers or potential customers. If the customers don't have the convenience of reaching your place then they will lose interest in you and find some other according to their convenience, interest, and requirement. In the physical market, a business must be easily available for its customers so that they don't face losses. But doing all this is not so easy. You have to research a lot about your customers and potential customers. If you know where you are going to open your business you have to know the population density of the area, the number of customers you already have in the area as your loyal customers, how many people are interested in your product or services, which group of people are most interested and plan your marketing strategy accordingly. If the location has a low number of potential customers then you must add a plan to inform people about you and your services and tell them why they need you, in other words, your USP (Unique Selling Point).

Online market/marketing

The basic requirement of online marketing is its presence on the web. If you want to grow your business online you have to build an e-commerce site with good content in it.

A good content and keywords without any keyword stuffing a website can appear in the top results of the search if anyone searches for the product or services online on the web.

For the search engine to show your website on the top, the website must contain the related keywords and related content in it that have been searched on the web. Even if the site appears at the top in the search results it does not mean that you will start selling your product but for an online customer your website must be presentable, relevant, and load quickly. For a website to load quickly the images or videos used in the website must be of low size.

You can also use Search Engine Monetisation (SEM). In this, you can bid on a keyword and whenever a person searches the keyword your page appears and for every click on your page you have to pay the bid amount. But for all these, a good knowledge of keywords is required. For new businesses, bidding on a highly competitive keyword can cause budget issues. So bid on a Long Tail keyword because they have very little competition with low bidding prices. Bidding on keywords is only paid when your web page gets a click so it is necessary that your page loads quickly otherwise the user will switch back to another website and you have to pay the bid amount.

Today...

These days most of the market is online and most of the people use the web to buy any product or service, whether it is directly purchasing or booking products or services. Therefore a business today must get listed locally on the web without any website for an online presence. One can list their business locally on Google My Business or on Bing Local. Listing locally needs three important things so that the potential customers have ease in finding you and these things are: name of your business, address, and phone number. Some additional details can also be included like working hours, product photographs, etc.

Today everyone has a mobile phone, they get ads in it by social media or browsers, and they use the phones to search for anything they want so you should try making mobile work for you and your business through mobile ads or through ads on social media to promote your business and interact with your customers or potential customers which may require some money but can help in generating a good sum of profit.

Publishing ads on social media will help you grow your business but the ads must be short or contain only images best describing you and your business so that it easily lures the customers or the ad will be skipped.

To wrap up, try segmenting your audience and try to entertain, inspire, educate, and convince your audience about your product and services with the help of your content on the web, social media, or physically. And remember your content must be the voice of your business.

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