Once you’ve engaged a customer, sophisticated customer relationship management (CRM) software programs allow you to track and optimize their journey through your marketing funnel. However, while the core objectives of marketing haven’t changed since the days of “Mad Men,” today’s marketing professionals have a myriad of new tools to achieve them.įor example, online marketing offers new customer and user acquisition tools like social media, content marketing, search engine optimization, and targeted advertising. On a basic level, this includes both the market research required to “know your customer” and the creation of advertising campaigns that will effectively reach them. Marketing, broadly defined, encompasses the promotion and sales of the products or services offered by your business.
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