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| Service Marketing |
Service marketing is one of the most developed areas of marketing services, and services are entirely government-focused and have become one of the most focused and study sectors by private companies for their importance and the increased opportunities they offer and therefore pose a challenge for firms to grow steadily. compete highly and change like individuals.
If you look around you you will find a significant number of services. which need marketing services, different from products in many respects. and you will learn in this article about what the marketing of services is and the difference between it and product marketing and areas of Digital marketing services and strategies. but let's first learn what the services are.
What are the services Definition?
Services are intangible works, unlike products that can be touched. measured, tried, and returned if they are found not to be of the required quality. and many types of services range from G2B, G2C. and corporate and consumer-oriented services (B2B, B2C) such as transportation, banking, industry, insurance services, programming services, design services, catering, and aviation services.
These services have some characteristics that distinguish them from products. as they cannot be sensed and touched, and are subject to change if you requested the programming of a website in the past and then again asked the same programmer to design the same site for you.
You may not get the same experience as before. you may be late in delivering the project. the quality of work is reduced or the delivery method of the project changes.
Services are also not storable, as increased demand can sometimes cause a problem.
Services are also not storable, as increased demand can sometimes cause a problem.
for example, a designer Graphic cannot store a range of designs ready for future orders. and we find him refusing to work with some customers because he does not have enough time or capacity. except by forming a team and increasing the workforce.
In addition, the services are interspersed with some concrete aspects. such as restaurants that allow you to eventually get a product, namely food. but fall within the scope of the Digital marketing of services. and this degree of materialism changes from one service to another and we find the lawyer using some physical documents to record the data.
In addition, the services are interspersed with some concrete aspects. such as restaurants that allow you to eventually get a product, namely food. but fall within the scope of the Digital marketing of services. and this degree of materialism changes from one service to another and we find the lawyer using some physical documents to record the data.
as well as when purchasing a contact lens requires some medical examinations to identify the appropriate criteria.
Marketing services, when they are unclear, become complex. but at the same time, it is very important as products as well as the promotion of services. because firms and service-based activities have objectives to achieve and this is not done not through marketing services. and their importance is highlighted as follows:
The interest when selling products or the value that the customer will get is clear. when a car is offered for sale it does not require much thought about the benefit it will get, everyone knows what the car is doing and what features it offers. and they always have a clear reason to own one.
For services, some services consumers may not assume they will need at all. such as life insurance services, but by showing the benefits (aims) they will receive through the marketing of services. insurance companies will have a range of existing customers.
Competitive advantage, defined as a skill, technology. or an outstanding resource that allows the organization to produce values and benefits for customers that exceed what competitors offer them. and confirms its excellence and difference from those competitors from the point of view of customers who accept this difference and excellence.
The importance of marketing services
Marketing services, when they are unclear, become complex. but at the same time, it is very important as products as well as the promotion of services. because firms and service-based activities have objectives to achieve and this is not done not through marketing services. and their importance is highlighted as follows:
First, show what the client will get (AIMS).
The interest when selling products or the value that the customer will get is clear. when a car is offered for sale it does not require much thought about the benefit it will get, everyone knows what the car is doing and what features it offers. and they always have a clear reason to own one.
For services, some services consumers may not assume they will need at all. such as life insurance services, but by showing the benefits (aims) they will receive through the marketing of services. insurance companies will have a range of existing customers.
Second: Gain a competitive advantage
Competitive advantage, defined as a skill, technology. or an outstanding resource that allows the organization to produce values and benefits for customers that exceed what competitors offer them. and confirms its excellence and difference from those competitors from the point of view of customers who accept this difference and excellence.
where it brings them more benefits and values that exceed what other competitors offer them
The competitive advantage arises once the enterprise discovers new ways that are more effective than those used by competitors. where it can embody this discovery on the ground, in other words, once a process of creativity has been created in its broad sense.
If two products are homogeneous in terms of quality. price, and other characteristics. the service may be the hallmark of customers' minds, for example. if there are two fast-food restaurants (Pizza Hut and Domino's).
The competitive advantage arises once the enterprise discovers new ways that are more effective than those used by competitors. where it can embody this discovery on the ground, in other words, once a process of creativity has been created in its broad sense.
Third: Justifying service prices
If two products are homogeneous in terms of quality. price, and other characteristics. the service may be the hallmark of customers' minds, for example. if there are two fast-food restaurants (Pizza Hut and Domino's).
it is the quality of service provided that distinguishes the two restaurants more from each other than the product and this quality is improved through service marketing strategies to be a competitive advantage for the brand.
There is certainly competition between service companies providing the same service. think for once about the number of insurance companies or health centers and their ads that you see on TV and the Internet. it is not only a big banner hanging at the gate of the company's headquarters or health center but many marketing efforts must be made.
If service businesses want to get customers, they have to build their brand. customers turn to it today and remember it tomorrow, and we have successful examples in this part. we find Zain has its logo "Zain Beautiful World" and STC "See the future". as the two companies raise awareness of the brand so that customers can recognize it and increase the chances of looking for it when needed in the future.
Relationships are an important factor in the marketing of services here there is no tangible product and when selling services you do not sell a product.
Fourth: The customer's feeling that he is dealing with a professional
There is certainly competition between service companies providing the same service. think for once about the number of insurance companies or health centers and their ads that you see on TV and the Internet. it is not only a big banner hanging at the gate of the company's headquarters or health center but many marketing efforts must be made.
If service businesses want to get customers, they have to build their brand. customers turn to it today and remember it tomorrow, and we have successful examples in this part. we find Zain has its logo "Zain Beautiful World" and STC "See the future". as the two companies raise awareness of the brand so that customers can recognize it and increase the chances of looking for it when needed in the future.
Fifth: Strengthening the relationship between the customer and the service provider
Relationships are an important factor in the marketing of services here there is no tangible product and when selling services you do not sell a product.
but sell an experience and this experience is intended for the relationship that arises between the service provider and the customer during and after the service delivery process. (ethics Transactions).
The customer's purchase decision relates to this relationship and hence the need for marketing surveys provided by marketing services. to identify the needs and desires of customers to meet them by providing the right service and building a long-term relationship with frequent sales and positive responses.
By involving the customer in the service delivery process. by hearing his comments and suggestions. and announcing some discounts. discounts, and other promotional activities. customers will be retained for as long as possible.
The customer's purchase decision relates to this relationship and hence the need for marketing surveys provided by marketing services. to identify the needs and desires of customers to meet them by providing the right service and building a long-term relationship with frequent sales and positive responses.
Sixth: Keeping customers
By involving the customer in the service delivery process. by hearing his comments and suggestions. and announcing some discounts. discounts, and other promotional activities. customers will be retained for as long as possible.
As you know, customer retention is more important than attracting customers. because services are provided and consumed at the same time and thanks to service marketing practices. businesses will provide high-quality customized services that ensure increased customer satisfaction.
Marketing services have many areas where marketing methods and strategies vary. and the complexity and need for them are:
1. Areas of end-user marketing of services
Which is divided into:
2. Areas of marketing services based on the material degree
Divided into:
3. Areas of marketing services based on specialization
4. Areas of marketing services based on profitability
In all these areas. service marketing strategies vary, and when marketing services to consumers. strategies that may not be suitable for marketing services to companies can be used. As well as when marketing professional, non-professional, commercial and voluntary services.
When considering marketing services. there are many strategies to be pursued to increase sales and customers, whether it's for individuals or companies. But when promoting services to companies. it's different from marketing services to ordinary customers, and here are all the strategies used to market services:
First: Build a website
In today's service market, owning a website will be a powerful competitive advantage that distinguishes you or your company. It's not an ad interface as some think. it's trusted for many, and your window into the outside world. with your expertise, business, and former customers.
It is also a powerful marketing tool. When customers, for example, look for a Graphic Designer on Google and show them your sites full of past business and valuable information. they certainly won't hesitate to buy your services.
The website solves a big problem that the customer had. such as the fear of risking purchasing peer the service. and gives him the confidence that you will provide him with high-quality service. all by browsing your business gallery on the website.
Second: Content marketing
Trust plays a big role in marketing services. which can only be built by getting close to existing and potential customers and one of the distinctive ways to do so is content marketing. This content may have many forms of text content. images, video, email, article, journal paper, review, and podcasts.
For example, content marketing can be used to solve customer problems (support) by making a marketing plan on social media platforms or offering a free training workshop. design, or e-book. which is important to let them know the difference between your service and other services.
Third: Ads
There are many platforms on which you can launch your marketing campaign, including:
Always remember to use ads that suit your service. because the platforms mentioned vary among them. each has certain characteristics as well as different users. and there are a range of sites that market your services for you such as five mini-service sites if you offer services such as design. programming, and content writing.
Fourth: Presentations
Presentations have been the reason why many companies like Apple. which start holding their conference to advertise any new service or product of their own. have been successful. and you can also start some presentations to introduce your services. whether on Zoom or YouTube.
All marketing activities aim to create a good impression of the product or service in the customer's mind so that the brand is synonymous with the product or service and is remembered directly when needed.
Areas of service marketing
Marketing services have many areas where marketing methods and strategies vary. and the complexity and need for them are:
1. Areas of end-user marketing of services
Which is divided into:
- Consumer services: health services, teaching, clothing detail, and other services for individual consumers.
- Business services: Are geared to companies such as consulting, market research, advertising, etc.
2. Areas of marketing services based on the material degree
Divided into:
- Tangible services: They are not tangible in themselves but are related to the purchase of products such as contact lenses. cars, watches, and other products that have a man for sales.
- Intangible services: Services provided by people without educational qualifications. but this does not negate the lack of experience and competence such as house cleaning services, gardening, and others.
3. Areas of marketing services based on specialization
- Professional services: Services that need to meet certain requirements in the first place, such as being experienced and competent and having a range of professional certificates. such as consultancy, legal services, and health care.
- Unethical services: services provided by people without educational qualifications. but this does not negate the lack of experience and competence. such as house cleaning services, gardening, etc.
4. Areas of marketing services based on profitability
- Commercial services: Services provided to consumers and companies for profit such as banking. delivery, programming, design, and others.
- Voluntary services: services through which no profit is planned. consisting of services provided by charities and organizations.
In all these areas. service marketing strategies vary, and when marketing services to consumers. strategies that may not be suitable for marketing services to companies can be used. As well as when marketing professional, non-professional, commercial and voluntary services.
Service marketing strategies
When considering marketing services. there are many strategies to be pursued to increase sales and customers, whether it's for individuals or companies. But when promoting services to companies. it's different from marketing services to ordinary customers, and here are all the strategies used to market services:
First: Build a website
In today's service market, owning a website will be a powerful competitive advantage that distinguishes you or your company. It's not an ad interface as some think. it's trusted for many, and your window into the outside world. with your expertise, business, and former customers.
It is also a powerful marketing tool. When customers, for example, look for a Graphic Designer on Google and show them your sites full of past business and valuable information. they certainly won't hesitate to buy your services.
The website solves a big problem that the customer had. such as the fear of risking purchasing peer the service. and gives him the confidence that you will provide him with high-quality service. all by browsing your business gallery on the website.
Second: Content marketing
Trust plays a big role in marketing services. which can only be built by getting close to existing and potential customers and one of the distinctive ways to do so is content marketing. This content may have many forms of text content. images, video, email, article, journal paper, review, and podcasts.
For example, content marketing can be used to solve customer problems (support) by making a marketing plan on social media platforms or offering a free training workshop. design, or e-book. which is important to let them know the difference between your service and other services.
Third: Ads
There are many platforms on which you can launch your marketing campaign, including:
- Facebook.
- Instagram.
- Snapchat.
- Google and Bing.
Always remember to use ads that suit your service. because the platforms mentioned vary among them. each has certain characteristics as well as different users. and there are a range of sites that market your services for you such as five mini-service sites if you offer services such as design. programming, and content writing.
Fourth: Presentations
Presentations have been the reason why many companies like Apple. which start holding their conference to advertise any new service or product of their own. have been successful. and you can also start some presentations to introduce your services. whether on Zoom or YouTube.
The difference between marketing services and products.
All marketing activities aim to create a good impression of the product or service in the customer's mind so that the brand is synonymous with the product or service and is remembered directly when needed.
but the marketing strategies of the services differ from those of the products in many respects. Marketing "detergents" is different from marketing for "legal consulting or graphic design services". and here are these differences between marketing services and products:
First: Tangible products and intangible services
This is a clear difference between products and services and certainly affects the marketing mix of both and the strategies that can be followed, we believe that:
1. Products
Products are, of course, tangible. so they are always thought to be easy to market, as they can be displayed. touched, and verified by consumers. and if they are not suitable with them they can return them immediately. In the same vein. consumers can recognize their true value and see if they need it or not.
2. Services
It is ambiguous here, the customer requests the service without identifying it as intangible. so he does not know the quality of the service or its other aspects. Simply risk buying the service. Therefore, relationships play a big role here in giving the customer confidence that they will get the quality and service that suits them.
Second: Customization
Products are designed and then produced according to specific customer characteristics. Age, sex, weight, and even time and geographical and Demographic location can be an addition to their needs and desires. Any products that are customized for a particular category of customers are offered without personal identification.
First: Tangible products and intangible services
This is a clear difference between products and services and certainly affects the marketing mix of both and the strategies that can be followed, we believe that:
1. Products
Products are, of course, tangible. so they are always thought to be easy to market, as they can be displayed. touched, and verified by consumers. and if they are not suitable with them they can return them immediately. In the same vein. consumers can recognize their true value and see if they need it or not.
2. Services
It is ambiguous here, the customer requests the service without identifying it as intangible. so he does not know the quality of the service or its other aspects. Simply risk buying the service. Therefore, relationships play a big role here in giving the customer confidence that they will get the quality and service that suits them.
Second: Customization
Products are designed and then produced according to specific customer characteristics. Age, sex, weight, and even time and geographical and Demographic location can be an addition to their needs and desires. Any products that are customized for a particular category of customers are offered without personal identification.
As for the services, the process of designing the service begins after listening to the customer and identifying his needs, so we find that the marketing of the services needs a high skill incompatibility with each customer.
Third: Delivery
For delivery, when selling products, the customer takes the product with him. but in the services, the customer goes to the service provider. Nor can the service provider be separated from the service. For example, if you want to buy an external drive (Hard Disk).
you'll head to the nearest online store and buy it and wait for the product to arrive, however. if you want to get a cloud storage service, you should go to a provider like Google Drive and start storing your files there.
This will certainly affect marketing strategies. as in marketing services, the customer experience must be improved to become seamless and ensure a good relationship with customers.
Fourth: Validity
It is also important to know that services are consumed immediately and cannot be returned by the customer. and this is where one of the objectives of the marketing services strategy is to build trust. When you provide a bad service as mentioned, the customer cannot return the service but will not buy it back. but if he is satisfied and you have a close relationship, he will undoubtedly be a permanent customer.
Here's a simple table to learn about the difference between marketing services and products:
Fourth: Validity
It is also important to know that services are consumed immediately and cannot be returned by the customer. and this is where one of the objectives of the marketing services strategy is to build trust. When you provide a bad service as mentioned, the customer cannot return the service but will not buy it back. but if he is satisfied and you have a close relationship, he will undoubtedly be a permanent customer.
Here's a simple table to learn about the difference between marketing services and products:
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| Service Marketing |
Conclusion
The marketing of services is based on trust between the customer and the service provider. We find the doctor hangs his certificates on the wall of the office as well as the designer has a working gallery on the independent and barber puts some pictures of hairstyles and other methods to notify the customer of reassurance about the service.
This has become very easy through websites and social media platforms. may need a well-controlled marketing plan and successful implementation.
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