What is Marketing: Its Meaning, Purpose, Importance and Strategies

What is marketing? It is the activity or business of promoting and selling goods and services, which includes market research and advertising, according to Dictionary.com.

If you engage in marketing role, like Brahim Fateine, founder of the American Digital Academy, does, you may find it difficult to describe what’s marketing, despite the fact that you see and have been using it almost every day. For a simple definition, the term marketing is too broad and variable.

We discovered that marketing did, in fact, intersect substantially with advertising and sales when we dug further. Marketing is present at every stage of the business, from the beginning ‘til the end.

What is marketing definition?

Marketing is the process through which a company uses high-quality message to attract customers to its goods or services. With the long-term goal of showing product value, developing brand loyalty, and eventually increasing sales, marketing strives to provide standalone value for prospects and potential customers through content.

You might be wondering why marketing is important in product creation, sales pitches, and retail distribution. But it appears to make sense when you think of it: marketers are the ones who have the most intimate knowledge of your target market.

What exactly is the purpose of Marketing?

Marketing is the process of attracting customers to your business’s product or service. This is accomplished by market research, analysis, and a thorough knowledge of the interests of your target consumer. Product creation, distribution systems, sales, and advertising all fall under the umbrella of marketing. These are all aspects of marketing that a company must consider.

Is Online Marketing and Digital Marketing same?

There isn’t much of a difference between digital and online marketing.. Online marketing is a subcategory of digital marketing that relates to content that is distributed over the Internet. While the phrase “digital marketing” refers to anything that needs the use of an electronic device, it also encompasses online marketing. Any marketing that takes place on electronic devices is referred to as this.

Digital marketing is described as the use of a variety of digital methods and platforms to reach out to clients where they spend the majority of their time: online. The best digital marketers understand how each type of digital marketing strategy or campaign they employ contributes to their overall objectives. Marketers may also support a wider campaign using the free and paid channels available to them, depending on the aims of their marketing strategy.

Guide to Digital Marketing Strategy

Marketing is a fast-paced, ever-changing field. Top digital marketing strategies evolve in tandem with consumer and technological advancements. This is why every business need a well-thought-out marketing strategy with clearly defined milestones and targets. The odds of achieving the business goals you set are substantially better once you have the correct map.

That implies that, while most of us are so excited to begin our marketing efforts as soon as we decide to open a business, we should really engage in preparation and planning so that we do not squander our limited amount of money and energy on the incorrect things.

If you are an owner of a business or a marketer, you should understand marketing strategy. You will learn digital marketing strategies at American Digital Academy to help you achieve your goals. Brahim Fateine, the founder of this digital marketing agency in Morocco, offers courses in digital marketing. 

Internet marketing services is provided by this digital academy. They create in-demand online training and certifications to aid in your career advancement.

Types of Digital Marketing

Following are among the most common types of digital marketing that you will learn at American Digital Academy, a digital marketing agency in Morocco, with a quick overview of each.

Search Engine Optimization (SEO)


Search engine optimization is the first type of digital marketing. The purpose of SEO is to enable a business’ website to rank higher in Google search results, generating in more traffic from search engines. To do so, SEO marketers look for words and phrases that people use to seek for information online and include them into their own articles or content.


SEO involves numerous components, from the words or phrases on your web pages to the ways other sites connect to you on the web to how your website is designed and structured, according to Brahim Fateine.


Pay-per-Click (PPC)


Pay-per-click advertising is another type of digital marketing. It refers to sponsored advertising and search engine results that have been promoted. This is a short-term type of digital marketing, which means the ad will disappear once you stop paying. PPC, like SEO, is a strategy to enhance a business’ internet search traffic.


Social Media Marketing


Yet another type of digital marketing is the Social media marketing. This encompasses everything a business does on social media networks. Although almost everyone is acquainted with social media, marketers must handle social with an comprehensive and strategic manner. Social media marketing is much more than just posting to social networks and reacting to comments.


Content Marketing


Content marketing is a type of digital marketing that involves the use of narrative and information sharing to raise brand recognition. The ultimate aim is for the reader to take a step into becoming a client, such as asking additional information, joining an email list, or completing a purchase. “Content” can refer to blog entries, resources like as white papers and e-books, digital video, podcasts, and a variety of other things.


Generally, it should first and foremost deliver value to the consumer, rather than simply advertising the brand or attempting to sell something. Content marketing is about developing a long-term, trusted connection with your consumers that can lead to numerous transactions over time, rather than just completing a single transaction.


Email Marketing


Despite the rise of social media, smartphone apps, and other channels, Brahim Fateine believes that email remains one of the most effective types of digital marketing technique. It can be used as part of a content marketing strategy to provide value to consumers and convert these audiences to customers over time.


According to the American Marketing Association, email marketing professionals not only know how to build attractive campaigns, but also understanding appropriate optimal audience outreach. They are also experienced at assessing consumer interactions and data, and making strategic choices based on those data.


Mobile Marketing


This type of digital marketing is aimed at reaching out to your target demographic via their smartphone or tablet. Text messaging, social media, websites, email, and other mobile applications are all ways of how people are reached through mobile marketing. Marketers can customize offers or unique content based on a customer’s location or time, such as when they visit a store or attend an event.


Marketing Analytics


One of the most significant benefits of digital marketing is that it is extremely trackable and measurable. Coupons and similar direct mail offerings were once the sole trackable marketing materials. You knew the message had struck a chord when a client used the voucher or coupons.


Today’s analytics allow marketers to follow user activity down to the smallest detail: how many instances they click on a link, how long they stay on a web page, number of times they read emails, and so on. The tremendous quantity of data accessible on digital marketing success, on the other hand, might appear like drinking from a fire hose, and marketers should be able to properly comprehend what the data imply and how it should influence strategy.


Affiliate Marketing


Affiliate marketing, also known as influencer marketing, is a type of digital marketing that has been popular among many businesses as a tool to bridge the gap connecting consumers and businesses as internet marketing has grown in significance. What exactly is affiliate marketing, though?


Affiliate marketing takes advantage of industry professionals and social media influencers’ rising popularity. In exchange for compensation, your company will collaborate with these third-party influencers to promote your products or services. Influencers will engage their audiences with posts, blogs, or videos as part of a collaboration to bring in more business and generate new leads for your company or business.

In this article, we will also give you a taste of what you will learn in the marketing digital course of American Digital Academy. We have compiled a list of the main steps you will need to take to create the ultimate marketing strategy for your company or business. We will walk you through to the process step by step so you do not miss anything and can figure out your digital marketing strategy.

What are Marketing Strategy?

Marketing strategy is a long-term, forward-thinking approach and overall game plan for any organization or business with the core objective of obtaining a long – term competitive advantage through understanding the requirements and desires of customers.

A marketing strategy is a wide approach that includes everything from a company’s positioning to its creativity, key stakeholders, media relations, marketing mix, and the channels and techniques.

A marketing strategy is a company’s overall game plan for reaching out to potential customers and converting them into clients of their products or services. It also includes the value proposition of the company, critical brand message, statistics on target audience and consumer demographics, and other high-level features.

 Back in the much more hazy days of marketing, the broad marketing strategy was what was referred to as “branding.” It is a practical description of the strategy’s major features, as well as some of the overarching aims and strategies for achieving them.

What is the importance of marketing strategy

Marketers and eCommerce entrepreneurs are prone to getting lost in the weeds, in the data and bytes. They lose track of the company’s broader vision and big goals. They lose track of their potential customers and the primary problems that their product addresses. When this happens, the company’s specialized techniques may lose their efficacy.

So, a marketing strategy is not just a dusty old document that you file away on the top shelf and never think about. It is an important step in determining your company’s primary goals and objectives, as well as how to attain them. That becomes a template for everything you do to improve your product or service’s marketing.

Are you xcited? 

Let’s get started.

  1. Define the value and offering of your brand.

Your brand strategy is about identifying your brand’s fundamental values to ensure that they match with what your potential prospects and existing customers find essential, that they match with your emerging trends and competitive environment, and that they match with what you are really offering, such as your product.

That is not a simple undertaking, but without it, all other marketing activities become significantly more difficult.

  1. Determine the pain points and expectations of your customers.

One of the most common causes of product or service failure is the failure of the creators to identify the consumers’ pain points. To put it another way, they don’t satisfy the customer’s needs or address a critical problem in their life. Also, because those demands may vary over time, it’s critical to keep analyzing the customer journey and resolving current customer issues.

What are the many forms of consumer pain points?



The most fundamental source of distress is financial. Is your product assisting your clients in saving money? Is it a better deal than the alternatives? Are the savings momentary or long lasting? Is the price gap between your product and the alternatives sufficient to provide adequate value to the customer?




Another significant annoyance or pain point is the lack of convenience. Is your product making life easier for your customers? The quintessential example of this is Netflix, a brand that gained a household name as it is far more accessible than its rival Blockbuster.




Another important component in resolving a customer’s problem is service. The term “service” refers to the overall customer experience, which includes warranties, maintenance, replacements, customer support, and simplicity of use.

Identify market trends and competition

This leads us to the following topic: creating a competitive analysis. This is an important step in developing a marketing strategy plan because it would be here that you will determine what sets your product or service apart from the competitors in the market. A simple SWOT analysis may be used to assess your brand’s strengths, weaknesses, potential, and concerns.

It will be extremely difficult to build a product that gives unique value to the user while remaining competitive with current market trends if this step is not taken. So, this analysis is critical, and this is how you proceed:

Determine your competitors


The first stage in doing a competitive analysis is determining who your rivals are. Find all of the firms that offer comparable products and services. Examine their social media posts, as well as searches in relevant or niche online groups, news mentions, and customer reviews.


Sort your competitors into categories


Now that you have compiled a comprehensive list of all of your rivals, it is time to classify them. Divide them into three categories: primary, secondary, and tertiary rivals. This will help you figure out which of your rivals compete directly with you and which ones you need to concentrate on in your analysis.


Take a look at their social media and branding


Finding out everything to know about each competitor is the next phase in the competitive analysis. Examine their various social media pages, as well as the content and branding on their website and email campaigns. This can help you get a better understanding on their brand positioning as well as how your service or product differs from theirs.


Make it a habit to always check out their influencer marketing or promotional strategies to discover the type of branded image they strive to project online. Examine their display adverts (owned media) and user-generated content (UGC) (earned media).


Conduct a site audit to examine traffic sources and positioning


This section covers the more technical aspects of the branding audit. Check the keywords that each competitor ranks for, as well as their different traffic channels, using a tool like Ahrefs, SimilarWeb, or Alexa. This will provide you with the exact search phrases that the user is looking for as well as the actions needed to make progress that your competitors meet.


Let us say as example, you might find out that a rival is utilizing a form of media or content that you aren’t yet employing, or a traffic channel that you haven’t yet explored. This is really useful information for any online marketing strategy.

Create your value proposition

Now that you’ve nailed down your story, it’s time to devise an effective online marketing strategy. This entails making business decisions concerning what you should deliver and to whom.

The most about your brand is shown via your product or service. This is the real hands-on interaction prospects and consumers have with your brand, and it has the greatest impact on their view of it.

Make absolutely sure you walk the talk and integrate what you say about yourself in your offerings by using your values.

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