Marketing is a key part of modern business management. In general PPC marketing aims to increase the public profile and perception of a company and its merchandise to increase receptivity of the audience. A successful marketing campaign will begin by using market analysis to identify the target market for the product, and how consumer behaviour may differ in the target market. Marketing strategies differ according to the nature of the company however, particularly when it comes to non-profit organisations such as charities. In these cases, the marketing aim is to provide information and education about the organisations aims, with an emphasis on raising a public profile via communication.

There are many different types of marketing which each have a different approach and focus. Social marketing focuses on the benefits that a company can provide to society. Relationship marketing focuses on recognising the long term value of customer satisfaction and retention over sales. Business marketing on the other hand focuses on a generating relationships with other companies for the reselling of products or to provide services that support their production. The most recent form of marketing utilises the internet to access its target market. Also known as ‘desktop marketing’ or ‘digital marketing’, this method is able to directly target its audience by monitoring the interests of the audience and tailoring marketing to those interests. It is therefore also often referred to as personalised marketing or one-to-one marketing. One way that this may occur is via direct email communication.

A key component of a successful PPC marketing campaign is determining and fulfilling customer demand. In customer driven marketing approaches, the consumers drive the marketing strategies meaning that each new strategy is passed by consumer research tests before being used. This is the most common approach as it is more likely to have better results with the public. However other marketing approaches include market change and product innovation approach.

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