What is marketing?

So, what exactly is marketing? There are a lot of different definitions out there but in a nutshell - all the processes involved in getting a product or service from a brand or business to their ultimate consumer, make up marketing. Marketing involves creating the product or service concept, identifying who is likely to purchase it, promoting it and moving it through the proper selling channels.

Marketing is the whole process of educating your customers about why they should choose your product or service over those of your competitors. Building a strong brand identity, a message that will capture your audience, and nurturing your relationship with your clientele - are the main focus of marketing.

Sound easy enough, right? Unfortunately, all the horror stories you hear about business owners losing tons of their marketing budget to PR firms or marketing agencies without any delivered results - share a common denominator. A lack of understanding. We believe that without a solid understanding of your specific niché, your demographics, your brand’s value proposition, all of your marketing efforts are essentially a shot in the dark.

At The Craft Strategy, we focus primarily on our research. We spend real time with our clients, have conversations about their biggest inspirations, their competition, their ideal clientele, and ask all the questions we need to help crack open the spirit of their brand. We use all of our data to build an extensive, research backed strategy that includes all the design, content, and marketing needed to help them reach their peak potential.

And it doesn’t stop there. Our team is full of creatives who deeply understand every aspect of marketing and design strategy. We can not only plan for you, we can execute. We can provide every service your business needs in order to grow into the staple brand you dream of having. Check out our service list here.

What is digital marketing?

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

Enter digital marketing -- in other words, any form of marketing that exists online.

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Nowadays, some of the most successful restaurants, brands, and influencers are mastering digital channels such as search engines, social media, email, websites, and a long list of other avenues - to connect with their current and prospective audience.

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company's social media marketer might then help promote these blog posts through paid and organic posts on the business's social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company, and so on.

So, how does a digital marketer measure the success of a campaign? The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search.