Czas czytania: 5 min
In the dynamic business world, marketing plays an increasingly crucial role. It is not only a way to attract the attention of potential customers, but also a fundamental tool for building trust and loyalty. Marketing is a promise that must be fulfilled – the promise of value, quality and experience that a company offers to its customers. To successfully manage a company, it is necessary to understand that marketing is not just advertising campaigns, but an integral part of the company management strategy. It should be remembered that good marketing, i.e. the above-mentioned promise, is only the first step of contact with the customer, and a specific promise must also be followed by an adequate product, customer service, price and all other aspects related to it. In other words, marketing and advertising can never be a part separated from the whole, but must constitute a monolith with the rest of the company’s activities.
To begin with, understanding marketing as a promise requires taking a closer look at what a company communicates to its customers. Every advertising campaign, every social media post, every offer and promotion are fragments of a larger whole – the promise that the company makes to its customers. This promise can cover various aspects, such as product quality, exceptional customer service, fast delivery or innovative solutions. It is crucial that these promises are realistic and achievable. Therefore, they cannot be separated from the actual situation of the company or organization.
If you want to build lasting relationships with your customers and acquire new ones, you must remember that the promises you make to potential customers at the stage of your marketing communication must be fulfilled, and therefore, your offer must deliver on these promises. The worst situation is when you attract a customer with your promise, and then it turns out that you cannot fulfill it. This is the worst possible scenario, because most likely such a customer will not come to you again, and may even discourage his friends or local community from choosing your offer.
One of the main challenges with marketing as a promise is managing customer expectations. If a company promises more than it can deliver, it risks disappointing its customers, which can lead to loss of trust and loyalty. It is important that marketing messages match reality and that the company is able to deliver on its promises. This means that all company departments – from production, through sales, to customer service – must be closely integrated and cooperate towards a common goal.
In other words, “marketing” should not promise customers something that “production” or “customer service” cannot deliver, and in turn “production” should not promise that it will deliver things that cannot be delivered. All processes in the company are connected vessels and only by working together and having a common goal will the team be able to fulfill its promises.
For marketing to effectively serve as a promise that a company can deliver, internal consistency within the organization is necessary. This means that all aspects of the company’s operations must be consistent with each other. This is not only about the cooperation within the company’s structures discussed above, but about something more, about a holistic image that customers can also verify in one way or another. For example, if a company promotes itself as green and sustainable, this must be visible not only in its products, but also in its production processes, purchasing policies and approach to resource management. Internal consistency builds authenticity and strengthens customer trust in the brand.
In the context of overall company management, marketing is not just one-way communication. It is a continuous process that requires monitoring and adaptation based on customer feedback. Companies must be open to their customers’ feedback and ready to make changes if they are not fulfilling their promises. Regular customer satisfaction surveys, analysis of opinions and reviews, and active listening to the voice of your community on social media are key elements of this process.
Effective marketing does not end with a single transaction. It is a process of building long-term relationships with clients, based on trust and mutual respect. Companies that consistently deliver on their promises gain loyal customers who not only come back for more products, but also recommend the company to others. Such loyalty is invaluable and provides a solid foundation for the long-term success of the company.
I have heard from someone several times that not every business is worth building a relationship, because sometimes the sale is “one-time” and building a relationship is unnecessary.
For example, if you sell sunglasses in a holiday resort, you don’t need to build a relationship with the customer, because he won’t come back anyway. Is it? What if he loses or destroys those glasses the next day? Lots of things happen on vacation. Wouldn’t it be better for him to come back to you for more instead of going somewhere else? This is also about building relationships.
Of course, there are also typical “performance” sales strategies based on the “hit and run” model, but in my opinion these are not practices that fulfill promises, and I would venture to say that it is quite the opposite, which is why I would not like to deal with them in this article. article
Marketing as a promise that must be fulfilled is the foundation of overall company management. This requires internal consistency, realistic and achievable promises, management of expectations, and active monitoring and adaptation based on customer feedback. Companies that effectively integrate these elements build lasting relationships with customers and gain a competitive advantage. In today’s competitive market, fulfilling marketing promises is not only a matter of reputation, but a key element of management strategy that can determine the success or failure of a company.
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