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Marketing refers to activities undertaken by a company to promote the buying or selling of a product or service. Marketing includes advertising.
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Stay up to date on key marketing topics with bite-size insights from our research and benchmarks.

The Five Marketing Concepts Explained

As the line between online travel booking and shopping blurs in China, brands are partnering with travel platforms to advertise to users while they plan their trips. Hear from our marketing experts in our latest videos, blogs and webinars. Explore everything that marketing leaders like you need to prioritize their strategy and accelerate growth. Learn more about how we can help you achieve your mission-critical priorities. Gartner for Marketers. Lead boldly powered by advisory, backed by trusted research.

Learn What Marketing Is and How It Is Used

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What does this mean for the actual structure of content? Platforms expand. Google controls the method of discovery, social networks control the flow of traffic and user experience, and streaming giants control the distribution of content and the prestige of innovation within the arena. At the same time, advertisers are struggling to hold user attention, and in a market redefined by the mobile experience and ruled by giants such as Facebook and Google, they continue to dream of a more balanced ecosystem.


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To stand out, brands and advertisers alike are adopting content marketing strategies and producing high-quality, engaging content to be the relevant results in search drive shares and engagements on social platforms. Creating a conversation around your content has many faces: beyond asking the audience about their opinions or preferences in the context of an article, we see brands educating users on the topic with quick questions and detailed answers through a long-form quiz or getting their feedback on a video through an interactive video.

Some companies only sell their products or services online. All distribution decisions are part of the overall marketing process.

Solutions Column 2

Print, radio, and television campaigns are types of marketing, as are direct mail, email, and internet marketing. Companies that sell via the internet optimize their web pages, so they appear higher in search engines like Google and Yahoo. Newsletters, press releases, and articles are also forms of marketing used to generate leads and orders.

Some companies also use referral marketing to increase business, where satisfied customers refer others to a particular business. More recently, social media marketing is becoming something that smart companies can't avoid when it comes to reaching potential buyers, whether it's advertising on Facebook or Instagram or posting advice on Twitter with links to a website.

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Marketing pictures

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