How to become successful marketing firm to persuade your customers and maintain them

First, let’s identify the purpose of marketing as facilitating, perceiving, and mutually beneficial exchange relationships. The exchange between firm/seller and customer/buyer can come in numerous forms based on the value found on the exchange. Example, a product for money, a product for product, a service for good feeling … etc. The value of the exchange can be determined by both parties, based on their point of view of the product or service. For instance, the buyer may pay extra money to avoid confrontation or to accelerate a shipment customs clearance. In addition, there is a communication model between both parties must be conveyed clearly to avoid misunderstanding or judgment based on bias due to lack of information. The model starts with the message that the sender wants to be delivered via channel, which can be through writing, image, music, etc. The message must have an intention to be spread out and encoding to make sure that it was delivered to the right audience. Once the message spread out, the receiver will decode and interpretate the message which the sender is trying to deliver. This process requires strategic planning to conduct before sending the message. The strategic planning could be achieved through the categorization of marketing communication, which contains four parts of communication that are inform, remind, persuade, and connect. Inform could be through understanding what information needs to be provided to the receiver as well as why. Remind focus on receivers that already know the sender, it just a type of communication to remind the receiver and remain in their mind. May be through image, benefits, or story related to the sender. Persuade is the ultimate goal of the sender. Lastly, connect which can be through following-up and communicating with the receiver/audience via feedback, survey, complain, etc. Connection helps the sender to build a trust and a loyalty.

There is always a purpose for marketing communication between the sender and receiver which may consist of each of the following:

1. Attract: need to make sure to attract the right audience
2. Entertain: helps to maintain the audience’s attention.
3. Evoke Emotion: emotion is most effective way to build strong connections.
4. Suppress Emotion: suppress emotion would be a helpful tool in an emotional situation that requires audience to perform/avoid something. For example, during the pandemic 2019 lockdown, many senders communicated with their audience by providing facts, numbers, statics of infected people with COVID-19 as well as benefits of vaccination.
5. Motivate: Motivating the audience to do something such as “quit smoking”
6. Other purposes: may be in a form of thrilling the audience, amusing, pleasing, etc.

In addition to purpose of marketing, the distribution approach to marketing exchange helps both parties to experience greater benefits for lower costs. This is due to three factor, which are information, innovation, and compensation, that can facilitate conveyed the message back and forth between the parties without misunderstanding.