Does Marketing Create or Satisfy Needs?

Jelani Abdus-Salaam
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November 19, 2021
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Marketing

Marketing is a tool used by companies to satisfy consumers needs and attract their interest in the product. Marketing creates, but it also satisfies needs. Marketers have been manipulating consumers for decades with persuasive marketing tactics that manipulate people’s emotions and desires, encouraging them to buy products they don’t necessarily need or want. In order for marketers to create more sustainable brands, they must evolve from creating demand through persuasion into satisfying consumers’ actual needs instead of just convincing them what those wants are without any real basis beyond talking points on advertisements or slick TV commercials

Marketing is a tool that can help satisfy needs. It is important to use marketing in order to create or satisfy needs. Read more in detail here: does marketing create or satisfy needs with examples.

Great marketing efforts capture people’s hearts and minds, forcing them to act to suit their specific wants, but does marketing generate or satisfy demands?

In this post, we’ll look at how marketing both generates and fulfills wants by instilling a feeling of urgency that motivates people to act. Their need existed before they came across your marketing channels, hidden deep inside them, but it was marketing that sparked a desire for that need to be met.

So, does marketing fulfill or create needs? Marketing generates a need by persuading them that your product is not a choice, but rather a requirement, and so driving them to buy. Marketing, on the other hand, fills a need by reminding customers of their problems and persuading them to take action.

I’ve come to the notion that marketing both fulfills and develops demand over the course of a decade of marketing experience and various industry talks. In this post, we’ll look at the psychology of need, as well as how renowned marketing professionals and organizations are using client demands to construct their brands.

So, how can marketing elicit a desire?

Food, housing, clothes, and sleep are the four essential necessities of each human being. As you go up Maslow’s Hierarchy of Needs, you’ll see a wider range of motivators that drive customers to seek out solutions and make purchases, ranging from love and belonging to the need for self-actualization via education and skill development.

A springboard of markets and niches springs from each of these demands, where both simple and innovative items are born, evolved, and improved. Marketing identifies a single individual and their distinct set of wants, then aligns messaging to show the customer that the product addresses a new feature of their changing needs.

Determine the need.

The first step in fulfilling a need is to recognize it. Market research allows companies to maintain their ears to the ground by discovering what matters most to customers. Your marketing approach may be guided by surveys, focus groups, polls, and case studies. This form of research helps in determining what your clients want, when they require it, and why they require it.

Understanding the “why” of your customers may help you re-create this strong motivator with customers that have similar characteristics. You should also be aware of the customer’s background. When do they come to you for help? What exactly are they up to? What are the things that set them off? Also, how do people come to realize they need your product?

A new mother, for example, may be unaware that she needs a bassinet. She could have a crib. However, she may rapidly learn that she needs to keep her baby near to her during the first few days of bringing her infant home. So, if you’re the bassinet’s producer, your job is to figure out how to contact her, maybe before she leaves the hospital. You may be able to form a community of expecting women and new mothers who can exchange ideas and advice.

Identify and clarify your customer’s requirement so that you may generate marketing material that addresses it directly.

Match the persona to the need.

The more you know about your consumers’ demands, the more effective marketing strategies you may use. Examine the desires, anxieties, objections, weaknesses, emotions, wants, likes, and requirements of your customers. Identify your clients’ common characteristics and categorize them by persona. You may, for example, target college students for a low-cost laptop or parents whose children are enrolled in a virtual school. Each character is looking for a laptop, although their motivations vary significantly.

Speak with your current customers. Better better, include the process of gathering customer data into your company. In return for their information, give them a discount. Before they complete their purchase, ask a “quick inquiry.” Teach floor salespeople how to take notes on in-person client discussions. Get straight quotations or ask open-ended questions to learn how to communicate in their language. Organize the collecting of customer data in whichever way you can.

Analyze your client demographics as you collect data. Begin with general information such as age, occupation, marital status, location, pay, education, and hobbies. Then, by evaluating factors around their demography, such as social class, monthly spending, time consumption, and cultural subtleties, you may begin to narrow down your consumer profile. No stone should be left unturned.

You may return to that character and dive a bit deeper every time you learn anything new about your consumer. Find someone who matches your consumer profile and start a discussion with them so you can learn more about their motives layer by layer.

Create or join a community centered on your character.

You should think about how to bring your ideal clients together after you have a clear understanding of their demands and persona profile. For example, if Eric does a weekly Facebook Live discussing Washington Football games and sells memorabilia, he might place a Facebook ad encouraging Washington Football fans to join his Facebook Group. He could provide exclusive discounts to his Facebook group, basically creating a community of admirers and warm leads.

Consider how you may build a movement to promote your goods. Use live video to start a discussion about your product. Use influencer marketing to grow your brand’s community and engagement. Examine client testimonies to see how you’re addressing those basic wants of self-actualization, love, and belonging, and how you may inspire your target audience to rally behind this cause.

Another alternative is to look for pre-existing communities rather than starting from scratch. Join forces with local businesses in your field that are interested in what you have to offer. Concentrate on assisting them in their efforts and enhancing their experience.

Whether you want to create your own community or support one that already exists, investing in community creates a market of warm leads that you can return to time and time again. “Dig your well before you’re thirsty,” as the adage goes. Invest in your community by offering quality and relevant information to a community that will eventually recognize you as an industry expert and be eager to invest in you.

What is marketing’s role in meeting a need?

When a consumer is persuaded that they have a need, marketing provides solutions. Marketing communications have the potential to raise client awareness and encourage them to make a purchase choice by using multiple marketing channels and providing a clear answer. Effective marketing methods and messaging bring the product’s distinctive value to life. The connection is created and the client’s demand is met when the customer interacts with the marketing.

In a busy market, it’s frequently difficult to express the product’s merits in a manner that stands out. If your product is innovative, you may also have to persuade them that they have that specific need. This is accomplished by focusing on the customer’s journey and providing them with pictures and emotions to help them make a purchase choice. By educating them and showcasing the unique value you have to offer, you can help them visualize a solution to their issue. Don’t be scared to ask for the sale after you’ve piqued your consumers’ interest. Remember that you are in the business of giving solutions to your consumers who are in dire need of them.

Use content marketing to educate your customers.

In terms of applicability, content marketing is quite versatile. Customer education, which includes anything from whitepapers and case studies to memes and Instagram posts, increases consumer trust and brand recognition. You display knowledge while educating the buyer and outlining the reasons why they should buy your solution.

Focus on their pain areas as you study your consumer profile. List the reasons why they need your solution and how it could assist them in resolving their issues. To illustrate your expertise, use testimonials and data. Factual information may also be used to demonstrate that your solution is effective and that their issue is solved. You’re arming your consumer with information so they can make an educated choice about whether or not to buy your product or services.

You establish yourself as a thought leader and an authority in your profession by educating your consumer. This is an excellent technique to attract new consumers who are seeking for answers. People come to your instructional material while they search for solutions to their inquiries, as well as the items or services that may assist them solve their issue.

Highlight the features that set your product apart from the competition.

What is your one-of-a-kind selling point? What makes your brand or product exceptional or different from the competition? Include your product’s unique selling proposition in all packaging, branding, and taglines, as well as in every interaction and communication about it. This piece of advice is often overlooked.

Customers are curious as to why they should select your product over others. They’ve dealt with their pain point in one way or another, with or without another product, until they came across your brand. So, what motivates people to invest their hard-earned cash in your solution? Customers will pick your product based on the distinct value you provide; however, you must guarantee that your customers are aware of those differentiators.

So, how can you figure out what your one-of-a-kind selling offer is? Return to your persona’s objective. What exactly are they searching for? How can you connect to them culturally in a way that other items can’t? What is your customer’s brand promise, and how can you make it crystal clear?

Return to Maslow’s Hierarchy of Needs and determine the product’s core need. Look for methods to engage your clients’ demand for safety if they’re purchasing a security system. Make an effort to get a comprehensive, emotional grasp of your clients’ journey.

Create a strong brand identity that appeals to your target market.

Your brand character, visual style, and message all contribute to your brand identity. Who would your brand be if it were a person, and why?

Consider character attributes that encapsulate your brand while also harmonizing with your target demographic. When, how, and how does your target persona connect with your product? How can you incorporate these concepts into your brand’s imagery and messaging? Colors have certain connotations; for example, red conjures up thoughts of power, strength, and bravery, whilst blue conjures up pictures of the ocean, sky, and peace.

You should also think about your brand’s tone of voice. What is your customer’s preferred method of communication? Is it a voice of reason, or a voice of tenderness and love? Use your target persona to inform your overall brand identity. Customers that have a strong need and desire for your goods will be able to locate your brand and build a connection as a result of this.

Across all marketing mediums, provide a clear call to action.

It is crucial that you go in for the all-important “ask” as you build a strong desire among your audience. Make it simple for consumers to learn how to collaborate with you or buy your items. Don’t make the consumer look for your services and maybe go away if they can’t find them. It’s amazing how often this crucial step of just asking for the sale is overlooked. Use bright, conspicuous colors for your website’s call to action buttons. Check to see whether your content is readable. Spend enough time discussing your solution and how to take action in live broadcasts and workshops.

Take the time to go through your customer service procedure as if you were the consumer to observe where they could get distracted or confused. If you have a buddy or a fresh pair of eyes, have them look at your site. Pay someone to do a usability test and offer comments on your web platforms. Make the investment to guarantee that all of your hard work does not go to waste and that you may profit from it all.

A lot of people argue that marketing is a tool that creates needs. There are others who believe that the market satisfies them. This paper will discuss how these two ideas can be true at the same time. Reference: does marketing create or satisfy needs pdf.

Frequently Asked Questions

Does marketing meet needs or create needs?

A: Marketing creates needs.

How marketers satisfy needs and wants of a consumer?

A: The marketing mix is a comprehensive approach to understanding how customers make decisions, what motivates them and in which part of the process they participate. It consists of four Ps; product, price, place or promotion and personalization.

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Jelani Abdus-Salaam
Founder @ Cartfuel. Love helping people find solutions to their problems. Beach addict. Dog lover.

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