Understand the importance of good Management and Marketing strategies


Management and marketing are the two most important areas to create a successful business; it is not by chance that “profitability”, “efficiency” and the “seek to establish itself in the market” are some of the main objectives of both concepts.

We are going to address what is common between both areas and how and what marketing and management strategies to apply to have a profitable business and full of growth opportunities, even with such competition – which virtually all areas find in the market today.

Read below.

What is Management?

In short, managing a brand is applying planning and other strategies to achieve goals. This phrase may seem simplistic, but we can go deeper into some of its parts to understand the complexity of the management concept.

The word “planning” is of absolute importance here, and a famous quote from Abraham Lincoln may shed some light on why:

“Give me 6 hours to chop down a tree and I'll spend the first 4 just making an axe.”

Despite the humorous footprint, the phrase demonstrates very well the importance of planning steps, understanding the requirements to achieve a goal, thinking about the investment and what tools will be needed to perform a service. All these details seem to be missing from the catchphrase entrepreneur.

Finally, planning is the reflection stage that aligns the final objective with a beginning; it is the step to calculate and avoid as many errors as possible, in addition to predicting strategies to deal with errors and trying to outline the best possible path to the final goal.

The other strategies that we mentioned at the beginning of the topic are complements to planning to deal with the course of a company's journey, such as: research, marketing, financial operations, relationship with partners, etc.

Among them, marketing gains crucial prominence for having evolved with the growth of the internet on gigantic scales.

It was clear earlier that talking about management without mentioning planning is impossible; now, we will see that it is also not possible to talk about marketing without planning – and management.

You will understand why.

What is Marketing?

Briefly, marketing is the market positioning and relationships that a company establishes, always aiming at its individual success. Currently, the main way to practice marketing is through the internet with inbound marketing and content marketing applications.

“Market positioning” has to do with the audience the brand wants to reach, the identity it wants to have and the product it will produce/distribute. Successful positioning strategies seek to align these elements so that:

  1. A brand produces/distributes a product that is ideal for its target audience.
  2. A brand can communicate with its customers, aligning language, missions and good relationships.
  3. A group of customers attributes value to a brand, recognizing what it does and the usefulness of its products/services.


If a company generates these three points, its brand positioning strategies are excellent; and for that, planning is necessary.

In order to know its target audience, a brand must first idealize a market group for which it intends to create its product, and then assemble a persona . To refine your product targeting, you need to establish a dialogue with your audience, however small it may be, and understand their needs, preferences and consumer profile.

Polls, participatory events, engagement with the public on social networks and data collection : all these elements serve to refine targeting, and a brand that already has a plan to take these steps to recognize its audience, grows much faster.

The company's relationships, on the other hand, can take place in the formats "brand-customer", "brand-employees", "brand-contributors" or "brand-partners". In all these cases, the brand needs to work to align itself with the needs and interests of those with whom it interacts, aiming to retain customers, please employees and form profitable and long-term partnerships, in which there are gains for both sides.

For the client, branding planning is crucial: what does your brand do, how does it communicate and what will it change in the market? How will you convey your projects and actions to your target audience? All of this requires planning and management.

For contributors, i.e. employees, private associates and influencers, it is necessary to have a plan to engage them with the brand values, offer a good experience when they are in their environment and ways to profit and develop their careers when working with your brand.

Thus, we can clearly say that management and marketing are two areas that depend 100% on planning, and we begin to conceive what the term “marketing management” means, which we will discuss next.

What is marketing management and how to do it?

If marketing is the main path that a brand must follow to obtain success and recognition – at least digital marketing achieved this status in the middle of the last decade due to the proportions that the internet has taken -, and management is the application of action planning to lead a brand to profitability and prosperity, nothing fairer than joining both terms and talking about Marketing Management.

From understanding the main marketing strategies and applications to making the sale and even after-sales: all of this is marketing management .

To apply it, we are going to address some strategies and guide you through strategies on how to do it.

Know the main digital marketing strategies

Content marketing, inbound marketing, affiliate marketing, social media marketing and email marketing . These are the main aspects of digital marketing today and they can all deliver great results, in different ways.

Content marketing, for example, can be understood as a broader aspect, which addresses any type of content creation to nurture and engage the target audience, whether through articles, audiobooks, e-books, videos, social media posts or any other popular format on the internet. In this sense, social media marketing and email marketing would be tools to make your content accessible to the public.

However, email marketing and social networks are not just for disseminating content: you can approach promotions, conduct polls and other surveys with your audience, for example. Therefore, seeing these aspects strictly as part of content marketing is reducing its values.

Despite this, seeing these strategies as part of content marketing is important to know how to apply it. Always plan the type of content that best suits your business and try to understand the best way to distribute it. After all, content marketing is the most basic digital marketing strategy, undeniably.

In addition to this knowledge, a good marketing manager needs to master SEO and know how to run paid advertising campaigns to optimize the results of content marketing efforts, in addition to creating a website that represents the brand identity well and welcomes visitors interested in the content, offering a space that is practical to use, easy to collect information, reliable and practical to purchase products.

Plan the details of the entire buying journey

Learning and discovery, problem recognition, solution consideration, purchase and post-purchase decision. These four steps form the buying journey that every customer needs to follow.

Learning and Discovery

Learning and discovery is also known as the process or step where the client identifies that there is a need for improvement/change. For example:

Wheat is one of the most basic and traditional resources in the cuisine of practically all modern cultures and is consumed in the most delicious dishes, such as snacks, pizza, bread, pasta, cakes, etc.

However, recently several scientific studies have been pointing out health risks that gluten, a protein found in wheat, can offer. Even the word “celiac” has become much more common in relaxed conversations out there.

Thus, several brands are emerging to meet this need. Whether the public is celiac or not, even several doctors advocate a decrease in consumption or even the total abolition of consumption. But how do you show the public, people who normally feel nothing wrong with eating gluten, that there is such a need? This is where buying journey planning comes in.

How your brand captures and approaches the customer in each of them is another key skill of a good manager.

Problem Recognition

Here, your client must have already identified that there is an alternative to perform a function/task in a better way than the one he is using, for whatever the purpose. However, he is still not convinced that not adopting this alternative is a real problem.

For this, you need to show your target audience the symptoms of being out of date or performing a task inappropriately so that your lead starts to see himself as a person who needs to change.

This step is crucial for the prospect to begin to identify your brand as a relevant source of information for their own growth and possibly come to rely on your products in the future.

Knowledge of the target audience and Omnichannel

Conducting research and collecting data on the target audience is crucial for a brand to know: how to communicate, what changes and improvements to make, what type of product to invest in and what content to create, among others. Having data collection strategies and knowing how to conduct effective research is crucial.

The concept of omnichannel can be summarized as: “being present where your customer is”. So, in addition to a website and the main social networks, where else can the ideal client be? Quora, Reddit, marketplaces, TikTok, among other platforms. The brand needs to know the routine of the public and the platforms it accesses to be present in all networks where it can be successful.

Solution Consideration

The moment your customer detects that there is a need for change, he will start looking for solutions in various places, even if he learned about it by coming into contact with your content. The modern consumer is quite demanding and likes to roam from site to site in search of what is most attractive to him.

When your customer is at this stage, he will want to know in depth about your product. It will look for reviews, complete information on product purchase pages, unboxing videos from other consumers, etc.

He needs clues that you offer the great solution he so desperately needs.

Buying decision

If there is no doubt, the customer will most likely already be yours for the good work you did in the solution consideration step. However, if your competition is also doing well and/or your potential customer is not easy to convince, you can still encourage them in some ways to choose you after all.

Demonstrate benefits, offer promotional packages and show on your pages where your client's investment goes. In addition to these details, you can still use visual resources on your purchase pages that encourage the customer's final decision, such as promotion timers and quality seals that your products have, for example.


Once your customer buys from you, everything gets easier. If your planning is correct and you are hitting your target audience, your customers will come back several times without the need for action.

In addition, it is crucial that you do engagement work to keep your customer up to date with your brand's news, producing quality content to make them a follower of your channels and they will increasingly feel part of your business; and it is precisely this sense of belonging that builds loyalty. Therefore, we can say yes that the main function of post-purchase is to cause a sense of belonging in the customer.

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