nneoma32:
n Jan 19
Marketing is complex.

It encompasses tons of different disciplines, strategies, and tactics.

As a result, developing a basic understanding of how it works can be difficult. Learning the trade can take years of dedication and honing your craft, oftentimes in a handful of specific areas (such as strategy, copywriting, or analytics).

Like a lot of things, though, future success starts with solid fundamentals.

And if you’re looking to learn, you’ve come to the right place.

This post will cover everything you need to get started on your marketing journey. Think of it like the ultimate 101 guide, packed full of actionable advice you won’t learn in the classroom.

It’s also laid out to be easy to understand, turning complicated concepts into easily digestible chunks of information.

Bookmark this page, then get down to learning.
Marketing Basics: The 101 Guide to Everything You Need to Know by @Ben_CoSchedule via @CoSchedule

Click To Tweet
Download Your Free Marketing Resources Bundle

Since this is such an enormous topic, it’s tough to cover everything within a reasonable amount of space. That’s where these additional resources come in. Grab this bundle and you’ll get:

Marketing Strategy Guide (PDF): Get an in-depth education on strategy.
Marketing Calendar Template: Your all-in-one project planning and scheduling tool.
Beating Makeshift Marketing: When it’s time to build your marketing tool stack, see what makes CoSchedule the best option for getting organized.

Get all three for free (it only takes a few moments), then continue with the rest of this post.
Download Graphic
Get Your Marketing Strategy Guide + Bonus Template and Infographic Now
Plus, join our email list to stay up to date.
Learn New Skills Fast With On-Demand Marketing Courses

Want to learn new marketing skills? Jump-start your learning with CoSchedule Academy’s on-demand marketing courses.

CoSchedule Academy features 25+ marketing courses packed with templates, resources, and video tutorials designed to help you learn and apply what you’ve learned quickly, so you can start generating better results.

View the entire course list of courses to learn more.
What is Marketing?

In simplest terms, marketing is the act of driving profitable customer action. It spans the full scope of strategies and tactics organizations use to position products and services in the marketplace, and motivate target audiences to make a purchase.

What is Marketing (And How Does It Work)
Recommended Reading: How to Document the Marketing Process in Six Steps
Understanding the Marketing Mix and the 4 P’s of Marketing

For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change.

Some models expand these basic principles to 7 P's, or another variation. But, for your purposes, these four should be sufficient for developing an understanding of how marketing works.

Price, Promotion, Product, Place
Product

This is what a company sells, whether that means a physical good, or a service (such as consulting, a subscription, or something else). From a marketing perspective, the following would need to be determined:

How many different product variations or lines should be sold? For example, a car manufacturer might strategize on which vehicle categories to build (such as family cars, SUVs, crossovers, or pickup trucks).
How should they be packaged or presented? To make another example, if a company made replacement car floor mats, should they come in a box? A bag? Something else?
How will it be serviced? This could include warranties, handling returns, and so forth.

Marketers might even have some involvement in determining how products are designed and which features they might include (here at CoSchedule, for instance, marketers and product developers communicate closely).
Marketing works best when marketing teams communicate with product teams.

Click To Tweet
Price

This is just “how much stuff costs,” right?

Well, sure. But there’s more to it than that.
Price means more than just what stuff costs.

Click To Tweet

If marketing is all about driving profitable action, then prices need to be set at a level the market will support.

Here are some marketing considerations with prices:

What is the market rate per unit of a product? This requires some market analysis and competitive research to determine what’s a fair price for a product, given its cost to produce, and what people are willing to pay.
How should discounts be timed and applied? Should the product be put on sale at certain times of year?
Does it make sense to give customers options for payments? A car dealership might offer financing options, rather than expecting people to pay the full price up front.

Promotion

If a product launches but no one cares, does it even exist?

Well, yeah, technically it does, but it’s just taking up space if no one’s buying it. Once a product is out there, it needs to be promoted so people know it exists.

Which channels will be used to promote the product? This includes online and offline channels.
Where will it be promoted? Online? Offline? In stores? At events?
What message needs to be communicated? What copy and verbiage will tell audiences what the product is all about, and encourage them to buy it?

Place

The right product needs to be in the right place for people to find it and buy it.

Where is the product distributed? Online? Offline?
Will specific locations get the product? For example, if you sell cold weather clothing, you might not distribute as much to Florida and you might in Minnesota.

10 Key Areas of Modern Marketing to Understand

Spend a little bit of time researching marketing online and you’ll find references to all different areas of marketing. Here are some that are most likely to be relevant to your work.
Content Marketing

The hype around content has been building steadily for years, and with good reason: people want to be helped and informed more than they want to be sold to and interrupted.

The main idea behind content marketing is creating content that helps inform your audience and solve their problems. This achieves a few important goals:

Building an audience.
Establishing authority.
Driving sales.

The “content” part of content marketing spans a lot of different things. Primarily, this means blogging and website content, but it can also include email, social media, video, ebooks, or any other type of digital content used for marketing.

It can also include print collateral, like brochures or magazines.

Recommended Reading:

How to Build a Content Marketing Strategy You'll Actually Use (Free Template)
How to Make Content Strategy More Effective With User Psychology
The Best Annual Content Calendar Template to Get Organized All Year

Email Marketing

When it comes to driving conversions, it’s tough to beat the return on investment of email marketing. Different studies cite different figures, but it’s generally accepted that it drives around 3,800% to 4,200% ROI (meaning that for every dollar spent, it produces $38 to $42 in revenue).

Recommended Rea

nneoma32:
n Jan 19
Marketing is complex.

It encompasses tons of different disciplines, strategies, and tactics.

As a result, developing a basic understanding of how it works can be difficult. Learning the trade can take years of dedication and honing your craft, oftentimes in a handful of specific areas (such as strategy, copywriting, or analytics).

Like a lot of things, though, future success starts with solid fundamentals.

And if you’re looking to learn, you’ve come to the right place.

This post will cover everything you need to get started on your marketing journey. Think of it like the ultimate 101 guide, packed full of actionable advice you won’t learn in the classroom.

It’s also laid out to be easy to understand, turning complicated concepts into easily digestible chunks of information.

Bookmark this page, then get down to learning.
Marketing Basics: The 101 Guide to Everything You Need to Know by @Ben_CoSchedule via @CoSchedule.....

Click To Tweet
Download Your Free Marketing Resources Bundle

Since this is such an enormous topic, it’s tough to cover everything within a reasonable amount of space. That’s where these additional resources come in. Grab this bundle and you’ll get:

Marketing Strategy Guide (PDF): Get an in-depth education on strategy.
Marketing Calendar Template: Your all-in-one project planning and scheduling tool.
Beating Makeshift Marketing: When it’s time to build your marketing tool stack, see what makes CoSchedule the best option for getting organized.

Get all three for free (it only takes a few moments), then continue with the rest of this post.
Download Graphic
Get Your Marketing Strategy Guide + Bonus Template and Infographic Now
Plus, join our email list to stay up to date.
Learn New Skills Fast With On-Demand Marketing Courses

Want to learn new marketing skills? Jump-start your learning with CoSchedule Academy’s on-demand marketing courses.

CoSchedule Academy features 25+ marketing courses packed with templates, resources, and video tutorials designed to help you learn and apply what you’ve learned quickly, so you can start generating better results.

View the entire course list of courses to learn more.
What is Marketing?

In simplest terms, marketing is the act of driving profitable customer action. It spans the full scope of strategies and tactics organizations use to position products and services in the marketplace, and motivate target audiences to make a purchase.

What is Marketing (And How Does It Work)
Recommended Reading: How to Document the Marketing Process in Six Steps
Understanding the Marketing Mix and the 4 P’s of Marketing

For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change.

Some models expand these basic principles to 7 P's, or another variation. But, for your purposes, these four should be sufficient for developing an understanding of how marketing works.

Price, Promotion, Product, Place
Product

This is what a company sells, whether that means a physical good, or a service (such as consulting, a subscription, or something else). From a marketing perspective, the following would need to be determined:

How many different product variations or lines should be sold? For example, a car manufacturer might strategize on which vehicle categories to build (such as family cars, SUVs, crossovers, or pickup trucks).
How should they be packaged or presented? To make another example, if a company made replacement car floor mats, should they come in a box? A bag? Something else?
How will it be serviced? This could include warranties, handling returns, and so forth.

Marketers might even have some involvement in determining how products are designed and which features they might include (here at CoSchedule, for instance, marketers and product developers communicate closely).
Marketing works best when marketing teams communicate with product teams.

Click To Tweet
Price

This is just “how much stuff costs,” right?

Well, sure. But there’s more to it than that.
Price means more than just what stuff costs.

Click To Tweet

If marketing is all about driving profitable action, then prices need to be set at a level the market will support.

Here are some marketing considerations with prices:

What is the market rate per unit of a product? This requires some market analysis and competitive research to determine what’s a fair price for a product, given its cost to produce, and what people are willing to pay.
How should discounts be timed and applied? Should the product be put on sale at certain times of year?
Does it make sense to give customers options for payments? A car dealership might offer financing options, rather than expecting people to pay the full price up front.

Promotion

If a product launches but no one cares, does it even exist?

Well, yeah, technically it does, but it’s just taking up space if no one’s buying it. Once a product is out there, it needs to be promoted so people know it exists.

Which channels will be used to promote the product? This includes online and offline channels.
Where will it be promoted? Online? Offline? In stores? At events?
What message needs to be communicated? What copy and verbiage will tell audiences what the product is all about, and encourage them to buy it?

Place

The right product needs to be in the right place for people to find it and buy it.

Where is the product distributed? Online? Offline?
Will specific locations get the product? For example, if you sell cold weather clothing, you might not distribute as much to Florida and you might in Minnesota.

10 Key Areas of Modern Marketing to Understand

Spend a little bit of time researching marketing online and you’ll find references to all different areas of marketing. Here are some that are most likely to be relevant to your work.
Content Marketing

The hype around content has been building steadily for years, and with good reason: people want to be helped and informed more than they want to be sold to and interrupted.

The main idea behind content marketing is creating content that helps inform your audience and solve their problems. This achieves a few important goals:

Building an audience.
Establishing authority.
Driving sales.

The “content” part of content marketing spans a lot of different things. Primarily, this means blogging and website content, but it can also include email, social media, video, ebooks, or any other type of digital content used for marketing.

It can also include print collateral, like brochures or magazines.

Recommended Reading:

How to Build a Content Marketing Strategy You'll Actually Use (Free Template)
How to Make Content Strategy More Effective With User Psychology
The Best Annual Content Calendar Template to Get Organized All Year

Email Marketing

When it comes to driving conversions, it’s tough to beat the return on investment of email marketing. Different studies cite different figures, but it’s generally accepted that it drives around 3,800% to 4,200% ROI (meaning that for every dollar spent, it produces $38 to $42 in revenue).

Recommended Rea

nneoma32:
n Jan 19
Marketing is complex.

It encompasses tons of different disciplines, strategies, and tactics.

As a result, developing a basic understanding of how it works can be difficult. Learning the trade can take years of dedication and honing your craft, oftentimes in a handful of specific areas (such as strategy, copywriting, or analytics).

Like a lot of things, though, future success starts with solid fundamentals.

And if you’re looking to learn, you’ve come to the right place.

This post will cover everything you need to get started on your marketing journey. Think of it like the ultimate 101 guide, packed full of actionable advice you won’t learn in the classroom.

It’s also laid out to be easy to understand, turning complicated concepts into easily digestible chunks of information.

Bookmark this page, then get down to learning.
Marketing Basics: The 101 Guide to Everything You Need to Know by @Ben_CoSchedule via @CoSchedule

Click To Tweet
Download Your Free Marketing Resources Bundle

Since this is such an enormous topic, it’s tough to cover everything within a reasonable amount of space. That’s where these additional resources come in. Grab this bundle and you’ll get:

Marketing Strategy Guide (PDF): Get an in-depth education on strategy.
Marketing Calendar Template: Your all-in-one project planning and scheduling tool.
Beating Makeshift Marketing: When it’s time to build your marketing tool stack, see what makes CoSchedule the best option for getting organized.

Get all three for free (it only takes a few moments), then continue with the rest of this post.
Download Graphic
Get Your Marketing Strategy Guide + Bonus Template and Infographic Now
Plus, join our email list to stay up to date.
Learn New Skills Fast With On-Demand Marketing Courses

Want to learn new marketing skills? Jump-start your learning with CoSchedule Academy’s on-demand marketing courses.

CoSchedule Academy features 25+ marketing courses packed with templates, resources, and video tutorials designed to help you learn and apply what you’ve learned quickly, so you can start generating better results.

View the entire course list of courses to learn more.
What is Marketing?

In simplest terms, marketing is the act of driving profitable customer action. It spans the full scope of strategies and tactics organizations use to position products and services in the marketplace, and motivate target audiences to make a purchase.

What is Marketing (And How Does It Work)
Recommended Reading: How to Document the Marketing Process in Six Steps
Understanding the Marketing Mix and the 4 P’s of Marketing

For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change.

Some models expand these basic principles to 7 P's, or another variation. But, for your purposes, these four should be sufficient for developing an understanding of how marketing works.

Price, Promotion, Product, Place
Product

This is what a company sells, whether that means a physical good, or a service (such as consulting, a subscription, or something else). From a marketing perspective, the following would need to be determined:

How many different product variations or lines should be sold? For example, a car manufacturer might strategize on which vehicle categories to build (such as family cars, SUVs, crossovers, or pickup trucks).
How should they be packaged or presented? To make another example, if a company made replacement car floor mats, should they come in a box? A bag? Something else?
How will it be serviced? This could include warranties, handling returns, and so forth.

Marketers might even have some involvement in determining how products are designed and which features they might include (here at CoSchedule, for instance, marketers and product developers communicate closely).
Marketing works best when marketing teams communicate with product teams.

Click To Tweet
Price

This is just “how much stuff costs,” right?

Well, sure. But there’s more to it than that.
Price means more than just what stuff costs.

Click To Tweet

If marketing is all about driving profitable action, then prices need to be set at a level the market will support.

Here are some marketing considerations with prices:

What is the market rate per unit of a product? This requires some market analysis and competitive research to determine what’s a fair price for a product, given its cost to produce, and what people are willing to pay.
How should discounts be timed and applied? Should the product be put on sale at certain times of year?
Does it make sense to give customers options for payments? A car dealership might offer financing options, rather than expecting people to pay the full price up front.

Promotion

If a product launches but no one cares, does it even exist?

Well, yeah, technically it does, but it’s just taking up space if no one’s buying it. Once a product is out there, it needs to be promoted so people know it exists.

Which channels will be used to promote the product? This includes online and offline channels.
Where will it be promoted? Online? Offline? In stores? At events?
What message needs to be communicated? What copy and verbiage will tell audiences what the product is all about, and encourage them to buy it?

Place

The right product needs to be in the right place for people to find it and buy it.

Where is the product distributed? Online? Offline?
Will specific locations get the product? For example, if you sell cold weather clothing, you might not distribute as much to Florida and you might in Minnesota.

10 Key Areas of Modern Marketing to Understand

Spend a little bit of time researching marketing online and you’ll find references to all different areas of marketing. Here are some that are most likely to be relevant to your work.
Content Marketing

The hype around content has been building steadily for years, and with good reason: people want to be helped and informed more than they want to be sold to and interrupted.

The main idea behind content marketing is creating content that helps inform your audience and solve their problems. This achieves a few important goals:

Building an audience.
Establishing authority.
Driving sales.

The “content” part of content marketing spans a lot of different things. Primarily, this means blogging and website content, but it can also include email, social media, video, ebooks, or any other type of digital content used for marketing.

It can also include print collateral, like brochures or magazines.

Recommended Reading:

How to Build a Content Marketing Strategy You'll Actually Use (Free Template)
How to Make Content Strategy More Effective With User Psychology
The Best Annual Content Calendar Template to Get Organized All Year

Email Marketing

When it comes to driving conversions, it’s tough to beat the return on investment of email marketing. Different studies cite different figures, but it’s generally accepted that it drives around 3,800% to 4,200% ROI (meaning that for every dollar spent, it produces $38 to $42 in revenue).

Recommended Rea

nneoma32:
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nneoma32:
n Jan 19
Marketing is complex.

It encompasses tons of different disciplines, strategies, and tactics.

As a result, developing a basic understanding of how it works can be difficult. Learning the trade can take years of dedication and honing your craft, oftentimes in a handful of specific areas (such as strategy, copywriting, or analytics).

Like a lot of things, though, future success starts with solid fundamentals.

And if you’re looking to learn, you’ve come to the right place.

This post will cover everything you need to get started on your marketing journey. Think of it like the ultimate 101 guide, packed full of actionable advice you won’t learn in the classroom.

It’s also laid out to be easy to understand, turning complicated concepts into easily digestible chunks of information.

Bookmark this page, then get down to learning.
Marketing Basics: The 101 Guide to Everything You Need to Know by @Ben_CoSchedule via @CoSchedule

Click To Tweet
Download Your Free Marketing Resources Bundle

Since this is such an enormous topic, it’s tough to cover everything within a reasonable amount of space. That’s where these additional resources come in. Grab this bundle and you’ll get:

Marketing Strategy Guide (PDF): Get an in-depth education on strategy.
Marketing Calendar Template: Your all-in-one project planning and scheduling tool.
Beating Makeshift Marketing: When it’s time to build your marketing tool stack, see what makes CoSchedule the best option for getting organized.

Get all three for free (it only takes a few moments), then continue with the rest of this post.
Download Graphic
Get Your Marketing Strategy Guide + Bonus Template and Infographic Now
Plus, join our email list to stay up to date.
Learn New Skills Fast With On-Demand Marketing Courses

Want to learn new marketing skills? Jump-start your learning with CoSchedule Academy’s on-demand marketing courses.

CoSchedule Academy features 25+ marketing courses packed with templates, resources, and video tutorials designed to help you learn and apply what you’ve learned quickly, so you can start generating better results.

View the entire course list of courses to learn more.
What is Marketing?

In simplest terms, marketing is the act of driving profitable customer action. It spans the full scope of strategies and tactics organizations use to position products and services in the marketplace, and motivate target audiences to make a purchase.

What is Marketing (And How Does It Work)
Recommended Reading: How to Document the Marketing Process in Six Steps
Understanding the Marketing Mix and the 4 P’s of Marketing

For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change.

Some models expand these basic principles to 7 P's, or another variation. But, for your purposes, these four should be sufficient for developing an understanding of how marketing works.

Price, Promotion, Product, Place
Product

This is what a company sells, whether that means a physical good, or a service (such as consulting, a subscription, or something else). From a marketing perspective, the following would need to be determined:

How many different product variations or lines should be sold? For example, a car manufacturer might strategize on which vehicle categories to build (such as family cars, SUVs, crossovers, or pickup trucks).
How should they be packaged or presented? To make another example, if a company made replacement car floor mats, should they come in a box? A bag? Something else?
How will it be serviced? This could include warranties, handling returns, and so forth.

Marketers might even have some involvement in determining how products are designed and which features they might include (here at CoSchedule, for instance, marketers and product developers communicate closely).
Marketing works best when marketing teams communicate with product teams.

Click To Tweet
Price

This is just “how much stuff costs,” right?

Well, sure. But there’s more to it than that.
Price means more than just what stuff costs.

Click To Tweet

If marketing is all about driving profitable action, then prices need to be set at a level the market will support.

Here are some marketing considerations with prices:

What is the market rate per unit of a product? This requires some market analysis and competitive research to determine what’s a fair price for a product, given its cost to produce, and what people are willing to pay.
How should discounts be timed and applied? Should the product be put on sale at certain times of year?
Does it make sense to give customers options for payments? A car dealership might offer financing options, rather than expecting people to pay the full price up front.

Promotion

If a product launches but no one cares, does it even exist?

Well, yeah, technically it does, but it’s just taking up space if no one’s buying it. Once a product is out there, it needs to be promoted so people know it exists.

Which channels will be used to promote the product? This includes online and offline channels.
Where will it be promoted? Online? Offline? In stores? At events?
What message needs to be communicated? What copy and verbiage will tell audiences what the product is all about, and encourage them to buy it?

Place

The right product needs to be in the right place for people to find it and buy it.

Where is the product distributed? Online? Offline?
Will specific locations get the product? For example, if you sell cold weather clothing, you might not distribute as much to Florida and you might in Minnesota.

10 Key Areas of Modern Marketing to Understand

Spend a little bit of time researching marketing online and you’ll find references to all different areas of marketing. Here are some that are most likely to be relevant to your work.
Content Marketing

The hype around content has been building steadily for years, and with good reason: people want to be helped and informed more than they want to be sold to and interrupted.

The main idea behind content marketing is creating content that helps inform your audience and solve their problems. This achieves a few important goals:

Building an audience.
Establishing authority.
Driving sales.

The “content” part of content marketing spans a lot of different things. Primarily, this means blogging and website content, but it can also include email, social media, video, ebooks, or any other type of digital content used for marketing.

It can also include print collateral, like brochures or magazines.

Recommended Reading:

How to Build a Content Marketing Strategy You'll Actually Use (Free Template)
How to Make Content Strategy More Effective With User Psychology
The Best Annual Content Calendar Template to Get Organized All Year

Email Marketing

When it comes to driving conversions, it’s tough to beat the return on investment of email marketing. Different studies cite different figures, but it’s generally accepted that it drives around 3,800% to 4,200% ROI (meaning that for every dollar spent, it produces $38 to $42 in revenue).

Recommended Rea

nneoma32:
n Jan 19
Marketing is complex.

It encompasses tons of different disciplines, strategies, and tactics.

As a result, developing a basic understanding of how it works can be difficult. Learning the trade can take years of dedication and honing your craft, oftentimes in a handful of specific areas (such as strategy, copywriting, or analytics).

Like a lot of things, though, future success starts with solid fundamentals.

And if you’re looking to learn, you’ve come to the right place.

This post will cover everything you need to get started on your marketing journey. Think of it like the ultimate 101 guide, packed full of actionable advice you won’t learn in the classroom.

It’s also laid out to be easy to understand, turning complicated concepts into easily digestible chunks of information.

Bookmark this page, then get down to learning.
Marketing Basics: The 101 Guide to Everything You Need to Know by @Ben_CoSchedule via @CoSchedule

Click To Tweet
Download Your Free Marketing Resources Bundle

Since this is such an enormous topic, it’s tough to cover everything within a reasonable amount of space. That’s where these additional resources come in. Grab this bundle and you’ll get:

Marketing Strategy Guide (PDF): Get an in-depth education on strategy.
Marketing Calendar Template: Your all-in-one project planning and scheduling tool.
Beating Makeshift Marketing: When it’s time to build your marketing tool stack, see what makes CoSchedule the best option for getting organized.

Get all three for free (it only takes a few moments), then continue with the rest of this post.
Download Graphic
Get Your Marketing Strategy Guide + Bonus Template and Infographic Now
Plus, join our email list to stay up to date.
Learn New Skills Fast With On-Demand Marketing Courses

Want to learn new marketing skills? Jump-start your learning with CoSchedule Academy’s on-demand marketing courses.

CoSchedule Academy features 25+ marketing courses packed with templates, resources, and video tutorials designed to help you learn and apply what you’ve learned quickly, so you can start generating better results.

View the entire course list of courses to learn more.
What is Marketing?

In simplest terms, marketing is the act of driving profitable customer action. It spans the full scope of strategies and tactics organizations use to position products and services in the marketplace, and motivate target audiences to make a purchase.

What is Marketing (And How Does It Work)
Recommended Reading: How to Document the Marketing Process in Six Steps
Understanding the Marketing Mix and the 4 P’s of Marketing

For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change.

Some models expand these basic principles to 7 P's, or another variation. But, for your purposes, these four should be sufficient for developing an understanding of how marketing works.

Price, Promotion, Product, Place
Product

This is what a company sells, whether that means a physical good, or a service (such as consulting, a subscription, or something else). From a marketing perspective, the following would need to be determined:

How many different product variations or lines should be sold? For example, a car manufacturer might strategize on which vehicle categories to build (such as family cars, SUVs, crossovers, or pickup trucks).
How should they be packaged or presented? To make another example, if a company made replacement car floor mats, should they come in a box? A bag? Something else?
How will it be serviced? This could include warranties, handling returns, and so forth.

Marketers might even have some involvement in determining how products are designed and which features they might include (here at CoSchedule, for instance, marketers and product developers communicate closely).
Marketing works best when marketing teams communicate with product teams.

Click To Tweet
Price

This is just “how much stuff costs,” right?

Well, sure. But there’s more to it than that.
Price means more than just what stuff costs.

Click To Tweet

If marketing is all about driving profitable action, then prices need to be set at a level the market will support.

Here are some marketing considerations with prices:

What is the market rate per unit of a product? This requires some market analysis and competitive research to determine what’s a fair price for a product, given its cost to produce, and what people are willing to pay.
How should discounts be timed and applied? Should the product be put on sale at certain times of year?
Does it make sense to give customers options for payments? A car dealership might offer financing options, rather than expecting people to pay the full price up front.

Promotion

If a product launches but no one cares, does it even exist?

Well, yeah, technically it does, but it’s just taking up space if no one’s buying it. Once a product is out there, it needs to be promoted so people know it exists.

Which channels will be used to promote the product? This includes online and offline channels.
Where will it be promoted? Online? Offline? In stores? At events?
What message needs to be communicated? What copy and verbiage will tell audiences what the product is all about, and encourage them to buy it?

Place

The right product needs to be in the right place for people to find it and buy it.

Where is the product distributed? Online? Offline?
Will specific locations get the product? For example, if you sell cold weather clothing, you might not distribute as much to Florida and you might in Minnesota.

10 Key Areas of Modern Marketing to Understand

Spend a little bit of time researching marketing online and you’ll find references to all different areas of marketing. Here are some that are most likely to be relevant to your work.
Content Marketing

The hype around content has been building steadily for years, and with good reason: people want to be helped and informed more than they want to be sold to and interrupted.

The main idea behind content marketing is creating content that helps inform your audience and solve their problems. This achieves a few important goals:

Building an audience.
Establishing authority.
Driving sales.

The “content” part of content marketing spans a lot of different things. Primarily, this means blogging and website content, but it can also include email, social media, video, ebooks, or any other type of digital content used for marketing.

It can also include print collateral, like brochures or magazines.

Recommended Reading:

How to Build a Content Marketing Strategy You'll Actually Use (Free Template)
How to Make Content Strategy More Effective With User Psychology
The Best Annual Content Calendar Template to Get Organized All Year

Email Marketing

When it comes to driving conversions, it’s tough to beat the return on investment of email marketing. Different studies cite different figures, but it’s generally accepted that it drives around 3,800% to 4,200% ROI (meaning that for every dollar spent, it produces $38 to $42 in revenue).

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