Marketing is the process of identifying, anticipating, and satisfying customer needs in a profitable way. It’s not just about selling – it’s about understanding your audience and delivering value. Marketing includes everything from market research and branding to social media campaigns and customer retention. In short, it’s the bridge between a business and its customers.

Great marketing doesn’t feel like marketing – it feels like someone just ‘gets’ you. That might mean running an ad that resonates with a need, writing a blog post that answers a burning question, or launching a campaign that makes people feel part of something bigger. It’s both a science and an art, rooted in psychology, data, and creativity.

See: What is Marketing Really? – Marketing Made Clear article

Digital marketing is a form of marketing that uses digital channels to connect with current and prospective customers. These channels include search engines, websites, email, social media, and online advertising. It’s an umbrella term for a wide range of tactics like SEO (Search Engine Optimisation), content marketing, PPC (Pay-Per-Click), and more.

Digital marketing is essential in today’s world because most people spend a huge portion of their time online. It allows businesses to reach people where they are, track their behaviour, and personalise the experience. Unlike traditional marketing, digital methods offer precise targeting, measurable results, and opportunities to build long-term customer relationships through ongoing engagement.

See: Essential Terms for Marketers – Marketing Made Clear article

The 4 Ps – Product, Price, Place, and Promotion – are known as the Marketing Mix, as published by Philip Kotler. They help marketers plan how to bring a product or service to market:

• Product – What are you selling? This includes features, design, branding and packaging.
• Price – How much does it cost? This includes pricing strategy, discounts, and payment terms.
• Place – Where will people buy it? Think distribution channels, logistics, and market coverage.
• Promotion – How will people find out about it? Advertising, PR, digital campaigns and more.

These four elements work together to deliver value to customers. For example, a premium-priced product needs to justify its price with quality, branding and experience. A budget product needs a distribution model that makes it widely accessible. The 4 Ps are still relevant today – even in digital marketing – because they help you think strategically about the whole customer experience.

However, I must say that I prefer the 7 Ps of marketing – as published in a prior article:

See: The 7 Ps of Marketing – Marketing Made Clear article

Content marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It’s not about making a quick sale – it’s about building trust and demonstrating expertise. Common formats include blog posts, videos, podcasts, infographics, eBooks, and social media posts.

Unlike traditional advertising, content marketing doesn’t interrupt – it adds value. It helps you educate your audience, answer their questions, and establish your brand as a go-to source. Done well, it improves SEO, boosts engagement, and turns casual readers into loyal customers. It’s also a long-term strategy – you build a content library that keeps working for you, even when you’re not actively selling.

See: Introduction to Content Marketing – Marketing Made Clear article

SEO (Search Engine Optimisation) is the practice of enhancing a website so it appears higher in organic search engine results. It involves both technical and creative elements – from improving website speed and mobile-friendliness, to researching keywords and writing high-quality content.

The aim of SEO is simple: to get your site in front of people who are actively searching for what you offer. A well-optimised website is easier for Google (and other search engines) to crawl, understand, and rank. SEO includes on-page optimisation (like headings, meta tags and internal links), off-page SEO (like backlinks), and technical SEO (like site structure). It’s not an overnight fix – but the long-term benefits can be enormous.

See: SEO Demystified – Marketing Made Clear article

B2B (Business-to-Business) marketing targets other businesses, while B2C (Business-to-Consumer) marketing is aimed at individual customers. The tone, strategy, and channels often differ because the buyer mindset is different.

The strategies can look very different:

• B2B focuses on logic, ROI, and long-term relationships.
• B2C focuses more on emotion, convenience, and impulse decisions.

In B2B, decisions tend to be more logical, data-driven, and involve multiple stakeholders. The sales cycle is often longer, and trust is built through whitepapers, webinars, and detailed case studies. In B2C, purchases are typically quicker and more emotional – driven by lifestyle, convenience, or social proof. Campaigns focus more on storytelling, brand loyalty, and impulse offers. Both styles of marketing require empathy – you just apply it in different ways.

See: The Importance of Strategy – Marketing Made Clear article

A marketing funnel is a model that maps out the journey a customer takes from discovering your brand to making a purchase – and ideally, becoming a loyal customer. The typical stages are:

• Awareness – They discover you exist.
• Interest – They start looking into what you offer.
• Decision – They weigh their options and consider buying.
• Action – They buy (or take your desired action).

Some funnels also include post-purchase stages like loyalty and advocacy, especially in retention-focused strategies. The funnel helps marketers design campaigns and messaging that are tailored to each stage. For instance, someone at the awareness stage might need educational content, while someone closer to buying needs reviews, testimonials, or a discount code.

See: What Does a Marketing Strategy Actually Look Like? – Marketing Made Clear article

A marketer’s job is to connect products and services with the right people in the right way. This includes understanding customer needs, developing positioning and messaging, selecting appropriate marketing channels, and measuring the effectiveness of campaigns. It’s both creative and analytical.

Daily tasks might include writing copy, managing social media accounts, building ad campaigns, working with designers, analysing performance metrics, or researching competitors. Depending on the company, a marketer could specialise in one area (like digital marketing or events) or work across all stages of the customer journey. What unites all marketers is a focus on delivering value to customers while meeting business goals.

See: What’s The Difference Between Marketing Thought and Marketing Practice? – Marketing Made Clear article

PPC stands for Pay-Per-Click – a form of online advertising where you pay only when someone clicks your ad. It’s a fast way to drive traffic to your website, especially when you want results quickly or are targeting competitive keywords.

PPC campaigns are most commonly run on platforms like Google Ads, Bing, Facebook, Instagram, and LinkedIn. The key to a successful campaign is relevance – ensuring that your ads match the search intent and lead to a high-quality landing page. You also need to monitor your cost-per-click (CPC), conversion rate, and return on ad spend (ROAS) to make sure the campaign is profitable.

See: 20 Terms Every Marketer Should Know – Marketing Made Clear article

Brand positioning is the space you want your brand to occupy in the minds of your target audience. It’s about defining how you’re different, better, or more relevant than your competitors. A well-positioned brand knows who it’s for, what it stands for, and why people should care.

Good positioning helps with everything from product development and pricing to messaging and design. For example, a luxury skincare brand might position itself as science-backed and premium, while a budget brand might focus on affordability and accessibility. Positioning isn’t just a tagline – it’s a strategic foundation that informs all your communications.

See: The Power of Marketing Positioning – Marketing Made Clear article

A marketing strategy is a long-term, forward-looking plan that guides all of your marketing efforts. It outlines your business goals, identifies your target audience, defines your value proposition, and maps out the channels you’ll use to reach people.

A strong strategy acts as your roadmap – keeping all campaigns aligned, ensuring consistent messaging, and helping you allocate resources effectively. Rather than jumping from one trend to another, strategy is about focus and purpose. It helps answer the question: why are we doing this?

See: What is a Marketing Strategy? – Marketing Made Clear article

Influencer marketing involves collaborating with individuals who have a large or highly engaged following on platforms like Instagram, TikTok, YouTube, or blogs. These influencers promote your product or service to their audience, often in a way that feels more authentic and personal than traditional advertising.

This form of marketing works because it leverages trust. When an influencer recommends something, their followers are more likely to listen. It can be particularly effective for brand awareness, niche targeting, and reaching younger audiences. Success depends on finding the right fit – not just big numbers, but relevance and credibility.

See: How Influencer Marketing Can Help Grow Your Brand – Marketing Made Clear article

Social media marketing is the use of platforms like Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter) to connect with your audience, build your brand, and drive traffic or sales. It includes organic content, paid ads, community engagement, and sometimes customer service.

Each platform has its own strengths and demographics. For example, Instagram is visual and lifestyle-driven, LinkedIn is professional, and TikTok is great for trends and creativity. A good social media strategy aligns with your brand’s tone, goals, and target audience. It’s also about consistency – posting regularly, interacting with followers, and staying relevant.

See: An Introduction to Social Media Marketing – Marketing Made Clear article

Advertising is one component of marketing – specifically, the part focused on paid promotion. Marketing is broader and includes everything from product development and pricing to branding, research, and distribution.

Think of it this way: marketing is the strategy, and advertising is one of the tactics. You can have a brilliant ad, but if your pricing is off or your target audience is unclear, it won’t perform. Advertising is important, but it works best when it’s part of a well-thought-out marketing plan.

See: What is Marketing? – Marketing Made Clear article

Email marketing involves sending targeted messages to a list of subscribers to build relationships, promote products, and drive conversions. It’s one of the most cost-effective digital marketing channels – and when done well, one of the most personal.

Great email marketing is about more than just blasting offers. It’s about segmentation, timing, and adding value. This might include newsletters, welcome series, abandoned cart emails, and product recommendations. Tools like Mailchimp, Klaviyo, and HubSpot make it easier to automate and analyse performance.

See: An Introduction to Email Marketing – Marketing Made Clear article

A target audience is the specific group of people you want to reach with your marketing. These are the people most likely to be interested in your product or service, based on shared characteristics such as age, location, interests, lifestyle, income, or buying behaviour.

Defining your target audience helps you craft better messages, choose the right platforms, and avoid wasting your budget. For example, if you’re selling sustainable dog food, your target audience might be eco-conscious dog owners aged 25–45, living in urban areas, with a higher-than-average interest in pet wellness. The clearer your audience, the more relevant and effective your marketing becomes.

See: Understanding Marketing Segmentation – Marketing Made Clear article

A brand is more than just a logo or a catchy name – it’s the entire perception people have of your business. It includes your values, tone of voice, visual identity, customer experience, and the emotional response you evoke. A strong brand builds trust, loyalty, and differentiation.

When people talk about loving a brand, they’re often referring to how that brand makes them feel. Think of Patagonia, IKEA, or Innocent Drinks – each brand has a personality, a purpose, and a way of communicating that feels distinct. Your brand is essentially your business’s reputation – so it needs to be nurtured at every touchpoint.

See: What is Marketing – Marketing Made Clear article

USP stands for Unique Selling Proposition (or Unique Selling Point) – it’s the thing that makes your product or service stand out from the competition. Your USP explains why someone should choose you over anyone else. It’s not about being the best at everything, but being clear and confident about what you do better.

A strong USP might focus on price, quality, speed, innovation, customer service, or ethical values. For example, a USP could be “Next-day delivery on all eco-friendly dog products” or “Only using ingredients you’d happily eat yourself.” Your USP should be easy to understand, hard to ignore, and relevant to your target audience.

See: Tips for Creating a Value Proposition and Strategy – Marketing Made Clear article

Market research is the process of collecting and analysing data about your industry, competitors, and customers. It helps you make informed decisions by understanding what people want, how they behave, and what trends are shaping your market.

There are two types of market research: primary (which you conduct yourself, like surveys or interviews) and secondary (which uses existing data from reports or publications). Whether you’re launching a new product or improving your current offer, research helps reduce risk and spot opportunities. In short, it keeps your marketing grounded in reality.

See: Understanding AI and How it Sources Information – Marketing Made Clear article

KPIs (Key Performance Indicators) are measurable values that show how well your marketing is achieving its goals. They help you track progress, identify areas for improvement, and justify your budget.

Common marketing KPIs include:

• Website traffic
• Conversion rate
• Email open rate
• Cost-per-click (CPC)
• Customer lifetime value (CLV)
• Return on investment (ROI)

Choosing the right KPIs depends on your objective. For example, if your goal is lead generation, then the number of qualified leads would be a key metric. The trick is to focus on metrics that matter – not vanity stats.

See: Measuring ROI in Marketing – Marketing Made Clear article

Getting into marketing doesn’t require a specific degree – but it does require curiosity, creativity, and a willingness to learn. Many people start with internships, freelance projects, or voluntary roles to build experience. Others take courses in digital marketing, content creation, or analytics.

Build a portfolio of your work, learn the basics of SEO, branding, and copywriting, and start following marketers on LinkedIn or through podcasts. Whether you’re analytical, creative, or somewhere in between, there’s a place in marketing for you. The key is to start – then keep adapting as the industry evolves.

See: Exploring Career Paths in Marketing – Marketing Made Clear article

Brand awareness is the extent to which people recognise and remember your brand. It’s the first step in the marketing funnel and plays a vital role in long-term success. The more people know you exist – and understand what you stand for – the more likely they are to choose you.

Brand awareness can be built through advertising, PR, social media, partnerships, and word of mouth. It’s not just about visibility – it’s about memorability. Consistency is key here: repeating your brand’s name, visuals, and message until they stick.

See: Advanced Marketing Terms for Professional Marketers – Marketing Made Clear article

Customer segmentation is the process of dividing your broader audience into smaller, more specific groups based on shared characteristics. These segments might be based on demographics, behaviours, needs, values, or buying habits.

Segmenting your audience helps you create more personalised and effective campaigns. For example, you might send different email content to new customers versus loyal ones. Or you might target eco-conscious buyers with sustainability messages, while focusing on savings for budget-conscious shoppers. Segmentation makes your marketing feel more relevant – and that’s what drives results.

See: Understanding Market Segmentation – Marketing Made Clear article

A buyer persona is a fictional profile that represents your ideal customer. It’s based on real data, insights, and informed guesses about who your audience is, what they care about, and how they make decisions.

Personas typically include details like:

• Name and job title
• Demographics
• Goals and challenges
• Buying behaviour
• Preferred channels and content formats

Creating personas helps you write better copy, choose the right messages, and design more effective campaigns. It humanises your audience – turning a broad segment into a relatable individual you can actually speak to.

See: Mastering Marketing Segmentation – Marketing Made Clear article

Guerrilla marketing is an unconventional marketing strategy that relies on surprise, creativity, and a smaller budget. It’s about making a big impact with unexpected tactics – often in public spaces.

Think flash mobs, clever street art, pop-up experiences, or viral stunts. Guerrilla marketing is designed to be memorable, shareable, and buzzworthy. It works best when you know your audience well and can tap into humour, emotion, or cultural trends.

See: Exploring Career Paths in Marketing – Marketing Made Clear article