Marketed is a term that refers to the process of creating, promoting and delivering
value to customers and businesses through goods, services, experiences, events, persons, places,
properties, organisations, information and ideas. These are the ten types of entities that can be
marketed, according to marketing experts. Marketing involves understanding the needs and wants of
customers, designing and delivering solutions that satisfy them, and communicating the benefits
and value of these solutions.
Goods: Goods are tangible items that satisfy human wants and provide
utility. They can be physically touched or seen and can be purchased for consumption.
Here are some examples of different types of goods:
Digital Goods:
These are produced using information technology and are delivered through computers or
other digital devices. Examples include eBooks, soundtracks, movies, wallpapers, photos,
graphic designs, websites
Consumer Goods:
These are goods that are sold to people rather than businesses. These products are used or consumed
by people and are not bought to be sold further. Examples include automobiles, household appliances,
furniture, mobile homes, etc
Commodities:
These are goods that serve the same purpose but are slightly different from one another. Examples of these
goods are land, household equipment, furniture, house construction, furniture, jewelry, books, machines,
appliances, etc
Capital Goods:
These are goods that are used to produce other goods and services. These goods are different from consumer
goods and are used to produce consumer goods. Examples of capital goods can be spare parts for automobiles,
cotton for producing clothes, sugarcane to produce sugar, glass to make utensils, software, hardware, etc
Services: Service marketing is a specialized branch of marketing that focuses on the promotion and sale
of services. Services are non-physical, intangible actions that are performed to meet a specific need or demand. They are
different from goods in that they cannot be stored or transported, are produced and consumed at the same time, and do not
result in ownership.
Here are some examples of sectors that use service marketing:
Hospitality:
This includes services provided by hotels, resturants, and event management companies.
Telecommunication Services:
These include telephone services, internet service providers, and cable TV services.
Tourism:
This includes travel agencies, tour operators, and other businesses that provide travel and tourism-related services.
Financial Services:
These include banking, insurance, investment services, and real estate.
Trade Services:
These include businesses that provide services related to trade, such as freight forwarding and customs brokerage.
Car Rental Services:
These include businesses that rent cars for short periods of time.
Experiences: Experience is a strategy that engages consumers using branded experiences. These experiences could involve various interactive areas such as events,
exhibitions, digital marketing, and more1. The goal is to help consumers form memorable, emotional connections to a brand to foster
customer loyalty.
Here are some examples of experience marketing:
Event Marketing:
Events are highly effective ways to introduce new products and services, increase brand awareness.
Immersive Experience:
Immersive experiences can engage and captivate your audience in a way that traditional marketing might not.
Virtual Reality Experience:
With the rise of virtual reality, companies can provide immersive experiences that allow customers to interact with products or services in a virtual environment.
interactive Landing Page:
These are web pages designed to engage visitors and convert them into leads or customers.
Product Demonstrations:
Allowing potential customers to try out a product or service before they buy.
Pop-up Stores:
A pop-up shop is where a company temporarily takes over a physical space for a short time to showcase or sell its goods and services.
Events: Event is a strategy that involves promoting a brand, product, or service through
in-person interactions, experiences, or “events”. These events can be online or offline, and they can be hosted by the brand or a third party.
The idea is to create a memorable experience for the attendees, which will then be associated with the brand.
Here are some examples of event marketing:
User Conference:
Oracle Code One (formerly known as JavaOne) is a user conference where programmers from all over the world participate. As part of its “green” initiative, Code One added a plant-conscious menu, carbon footprint reduction lessons, and the option for attendees to donate food to charity.
Experimental Activation:
At 2022 Comic-Con International (aka San Diego Comic-Con or SDCC), Audible brought Impact Winter and The Sandman to life alongside the launch of Moriarty: The Devil's Game, working with Civic Entertainment Group to build massive sand sculptures from 150 tons of compacted sand.
Auction:
Host an auction or raffle to give away samples of your product/service, or auction off an experience such as a private meeting or tour. This could be in the form of a simple social media raffle or auction, or a grand in-person auction event.
Special Guest Events:
Invite a well-known person in your industry or local area to be a special guest of honor at your event. Advertising that a popular or famous guest will be making an appearance or giving a talk will draw in more potential attendees.
Guerrilla Marketing:
This involves grabbing people's attention in an unexpected and non-traditional way. This creative and somewhat unconventional marketing strategy is for companies that want to stand out.
Persons: In the context of marketing, “persons” refers to individuals who have a significant economic, social, or political value and are marketed to the public. This is often seen in the form of celebrity marketing, where high-profile individuals such as actors, musicians, athletes, or other public figures are promoted. These individuals often have agents, personal managers, and ties to public relations agencies to help manage their brand.
For example, a film star might be marketed to the public through various channels such as social media, television, and print media. This could involve promoting their upcoming movies, endorsing products, or even selling merchandise related to them.
Similarly, professionals such as successful lawyers, doctors, CEOs, and others can also be marketed. They might build a brand around their expertise and reputation, which can help attract clients or customers.
Places: Places refers to geographical locations that are
marketed to attract tourists, businesses, residents, or investments. This is often seen in the form of
destination marketing, city marketing, region marketing, and country marketing. The goal is to promote
the unique features, attractions, and benefits of a place to potential visitors or investors.
Here are some examples of place marketing:
Economics Developments Agencies:
These agencies market their cities or regions to attract businesses and investments. They might highlight factors like infrastructure, tax incentives, skilled labor force, and strategic location.
Real Estate:
Real estate market specific locations to attract homebuyers or commercial tenants. They might emphasize factors like amenities, connectivity, neighborhood quality, and future development plans.
Universities and Colleges:
Educational institutions often market their campus location to attract students. They might highlight the quality of life, cultural opportunities, safety, and proximity to industries related to their major fields of study.
Tourism Boards:
Tourism boards often market their cities or countries to attract tourists. They highlight attractions, culture, cuisine, and experiences unique to their location.
Properties: In the context of marketing, “properties” refer to tangible or intangible rights of ownership that are marketed to the public. This can include real estate properties, intellectual properties, and financial properties.
Here are some examples:
Intellectual Properties:
These are intangible properties that include patents, trademarks, copyrights, and trade secrets. Intellectual properties are often marketed through licensing agreements, where the owner of the intellectual property grants another party the right to use that property under specific conditions.
Financial Properties:
These are intangible properties that represent an ownership interest in a company or investment vehicle. Examples include stocks, bonds, mutual funds, etc. Financial properties are marketed through financial advisors, online trading platforms, and other financial institutions.
Real Estate Properties:
These are physical properties such as houses, apartments, commercial buildings, land, etc. Real estate properties are marketed through various channels, including online listings, print media, open houses, and targeted mail campaigns.
Organizations: In the context of marketing, “organizations” refer to entities such as businesses, non-profits, or government agencies that are marketed to the public. This can involve promoting the organization's mission, values, products, services, or initiatives. The goal is to build a strong, favorable, and unique image in the minds of their target publics.
Here are some examples:
Non-Profit Organizations:
Non-profit organizations often market their mission and initiatives to attract donors, volunteers, and beneficiaries. This could involve highlighting the impact of their work, the need for their services, and the benefits of supporting their cause.
Businesses:
Businesses market their products, services, and brand to attract customers and investors. This could involve promoting the quality of their products, the uniqueness of their services, their commitment to customer service, or their financial performance.
Government Agencies:
Government agencies market their services and initiatives to inform and engage the public. This could involve promoting public services, publicizing new laws or regulations, or encouraging participation in public initiatives.
Healthcare Providers:
Hospitals, clinics, and other healthcare providers market their services, facilities, and staff to attract patients. This could involve promoting the quality of their care, the expertise of their staff, the range of their services, or the comfort of their facilities.
Informations: Information refers to valuable data or knowledge that is marketed to the public. This can include various forms of information such as research reports, news articles, educational content, digital products like e-books or online courses, and more.
Here are some examples:
Research Reports:
Companies or research institutions often market their research findings in the form of reports. These reports provide valuable insights and are often sold to other businesses, researchers, or interested individuals.
News:
News organizations market their information in the form of subscriptions. Subscribers get access to the latest news articles, special reports, and other exclusive content.
Educational Content:
Educational institutions or e-learning platforms market their courses, webinars, or tutorials. This information is packaged in a way that facilitates learning and skill development.
Digital Products:
E-books, whitepapers, webinars, podcasts, online courses, and other digital products are forms of information that are marketed. These products provide valuable information on a specific topic and are often sold to interested individuals.
Idea: Ideas is concepts, thoughts, or perspectives that are marketed to the public. This can include various forms of ideas such as business strategies, social campaigns, educational concepts, and more.
Here are some examples:
Create Friction:
The psychological concept of effort justification states that people tend to attribute a higher value to an outcome if they have put effort into it. If your customer has to jump through hoops to buy your product, it means they're motivated—and therefore likely to be a great customer.
Disqualify your Audience:
In an earlier version of a company's homepage, they explicitly told prospects not to spend money on their trial before consuming any of their educational content. They wanted them to be familiar with their toolset and how it could solve their problems.
Give People Something to Talk About:
This involves creating buzzworthy content or campaigns that get people talking about your brand.
Leverage Smaller Ad Platforms:
Instead of relying solely on major ad platforms like Google and Facebook, consider using smaller, niche platforms that may have a more targeted audience.
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