Marketing is part of being a game producer – but not everybody really understand what the concept of marketing is all about. Here’s a basic definition by American Marketing Association:
“Marketing is a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals”
In English: the mission of marketing is to attract, retain customers and provide value to all parties.
It’s purpose is to satisfy the needs of all parties. This is the main purpose of marketing. The aim is to provide value that satisfies all parties: buyer, seller, distributors – everybody. Firms can have highly satisfied customers if they provide their services for free. However, those companies are unlikely to live very long. Highly satisfied companies might have very disappointed customers or distributors at first – but those customers or distributors won’t stay long. The key purpose of marketing is to make all parties happy or companies won’t be able to survive in a long run.
Marketing is a process. Some people think that marketing is about making some nice banners for a while and then forgetting it. Marketing is a process that involves series of steps to be made: market analysis, market planning, action and control. Everybody in the company is doing marketing and marketing must be done on continuous basis. Marketing is not something you try and stop trying. Marketing is testing, evaluating, deciding, testing, planning, acting, refining – a never ending story that’s repeats, repeats and repeats until it’s successful. After that, it is repeated.
It involves several product, price, promotion, place and other modifiers. Marketing mix – use of product, price, promotion and place – is a framework for evaluating and processing needed elements to reach marketing success. Marketing takes into account the product (quality, platform, game type etc.), price (one-time, monthly etc.), promotion (advertisement, press releases, blogs etc.), place or distribution (direct selling, retail stores, portals etc.) with coordinated manner.
It’s about exchange. Marketing is not successful unless two or more parties exchange something. This might mean exchange of time, money, services, volunteering, donations or something else, but the one key element of marketing is to enable the transaction.
In summary, marketing is more than just banner ads – it’s a process that needs to be done properly for companies to prosper.