New School - Marketing

Marketing: An In-Depth Exploration

Looking to grow you company?  Marketing is a vital part of every organization.  New School partners with local and national companies to help them develop a focused Marketing strategy that drives both short term and long term growth within your industry.  We would love to discuss how we could help you with your growth plans, but if you are still looking around, below is a great explanation of what marketing is and how it can help you.

Dreaming of soaring success for your company? We’ve got your back!

What is Marketing?

Marketing is often mistaken as merely a buzzword or just another business process. However, at its essence, it acts as a bridge – a conduit that connects businesses to their target demographic. Businesses give products, services, or ideas, and consumers give loyalty, trust, and money in return.

Marketing does not merely entail selling; it delves deep into understanding the very psyche of consumers. Businesses use research and analytics to find out what customers want. They then customize their products to meet these desires, making sure they are better than what competitors offer.

Furthermore, marketing is not a singular, isolated activity. It’s an approach that coalesces various facets such as advertising, public relations, sales, and promotions. By using these elements, businesses can weave a cohesive narrative about who they are, what they offer, and why they matter.

What is Digital Marketing?

The dawn of the internet era ushered in unprecedented changes, redefining how businesses connect with their audience. Digital marketing uses the internet and electronic devices to create personalized and immersive ways to connect with consumers in real time.

Here’s a deeper dive into some of its components:

  • Search Engine Optimization (SEO): SEO is the process of improving a website’s visibility, not just a technical term. By optimizing content, architecture, and links, businesses can rank higher on search engines, driving organic and relevant traffic.
  • Pay-Per-Click (PPC): Unlike the long-term approach of SEO, PPC offers quicker results. It’s a model where advertisers invest money and bid on keywords. They pay a fee each time someone clicks their ad, ensuring they only pay for tangible results.
  • Social Media Marketing: The digital age’s town square, platforms like Facebook, Twitter, and Instagram, are more than just socializing spaces. They are arenas where brands can narrate their stories, engage with their followers, and convert engagements into sales.
  • Email Marketing: In an age of fleeting attention spans, emails offer a direct, intimate, and personal channel. Through newsletters, promotional offers, or personalized messages, businesses can foster deeper relationships.
  • Content Marketing: Beyond blatant promotion, content marketing offers value. Through blogs, videos, infographics, and podcasts, businesses can educate, entertain, and inspire, establishing themselves as thought leaders.

Difference Between Digital and Traditional Marketing

While both digital and traditional marketing aim to foster relationships and drive sales, they have distinct modus operandi and outcomes.

  • Reach: Traditional marketing, with its TV spots, radio jingles, and billboards, has a sweeping reach but lacks precision. In contrast, a digital focus, with its targeting algorithms, ensures that the message reaches those who matter the most.
  • Interaction: The monologues of traditional techniques don’t foster dialogue. However, digital marketing thrives on back-and-forth interactions, allowing businesses to tailor their approach based on real-time feedback.
  • Data and Analytics: Data drives the digital world. Every click, share, like, and comment offers insights. Digital marketing exploits this data deluge, refining strategies on the go, while traditional marketing often operates on estimations and intuitions.
  • Cost and ROI: Digital marketing, especially for fledgling businesses, offers better cost control. You can control spending, track costs, and see how much money you make instantly, making sure you spend wisely.

Components of a Marketing Strategy

A marketing strategy is an intricate tapestry, woven together by multiple components. Each plays a pivotal role, ensuring the strategy is comprehensive, coherent, and compelling. Here are the fundamental components:

  1. Mission and Vision: This displays the ‘why’ of your strategy. Why does your brand exist, and what is its ultimate goal? This foundation supports the entire strategy.
  2. Goals and Objectives: Specific goals that must be reached within a set time period. They act as the guiding star, ensuring every tactic and initiative is goal-oriented.
  3. Target Audience: Detailed profiles or personas of your ideal customers. This guarantees that we tailor, make relevant, and make effective every marketing message.
  4. Competitive Analysis: A comprehensive study of rivals, which helps in understanding market dynamics, predicting competitor moves, and identifying opportunities.
  5. USP (Unique Selling Proposition): A clear picture of what makes your brand or product stand out in the crowded marketplace.
  6. Marketing Mix (4 Ps): Product (the item you’re selling), Cost (the selling price), Location (the selling point), and Advertising (the method of communication about it).
  7. Channels and Tactics: Different platforms (Facebook, Google, Email) and methods used (PPC, SEO, content marketing).
  8. Budget: A detailed financial blueprint that delineates allocation across channels, activities, and campaigns.
  9. Content Strategy: The roadmap for creating, distributing, and monitoring content, ensuring it aligns with the brand narrative and marketing objectives.
  10. Performance Metrics and KPIs: Parameters that help measure the efficacy of the strategy, ensuring accountability and enabling optimization.


In essence, a marketing strategy is the lifeline of all marketing activities. Building a robust Marketing Strategy enables the client to use a specific roadmap to achieve the growth they are looking for.

How to Build a Marketing Strategy

A robust marketing strategy is the cornerstone of any successful marketing initiative. It’s the blueprint that guides every decision, ensuring coherence, consistency, and maximum impact. Creating an effective marketing strategy requires careful planning, research, and iteration. Here’s a step-by-step guide:

  1. Define Clear Objectives: Begin by defining what you aim to achieve. Are you looking to enhance brand awareness, boost sales, increase website traffic, or foster customer loyalty? Your objectives will guide the subsequent stages of your strategy.
  2. Understand Your Audience: One-size-fits-all approaches seldom succeed. Dive deep into understanding your target demographic – their preferences, behaviors, needs, and challenges. Create detailed customer personas to ensure your marketing messages resonate.
  3. Analyze the Competition: You’re not operating in a vacuum. Identify your competitors, study their strategies, gauge their strengths and weaknesses. This will help you find gaps you can exploit and pitfalls you should avoid.
  4. Determine Your Unique Selling Proposition (USP): What sets you apart? Whether it’s product quality, pricing, customer service, or innovation, identify and articulate your USP. This will form the crux of your marketing message.
  5. Select Channels: Choose the most appropriate channels like social media, email, search engines, TV, or radio, based on your intended audience and goals.
  6. Allocate Budget: Financial constraints can make or break a strategy. Set a clear budget for each channel and activity, ensuring proper resource usage without overstretching.
  7. Create a Content Plan: Content is king in the digital age. Determine the type (blogs, videos, infographics) and frequency of content. Ensure it’s engaging, valuable, and aligned with your objectives.
  8. Monitor and Optimize: Strategies are meant to be adjusted and changed. Regularly monitor its performance using relevant metrics. Iterate and refine based on feedback and results to ensure continued relevance and effectiveness.


How Marketing Can Help Grow Your Company

Marketing is not an expense; it’s an investment. When executed effectively, it can catalyze exponential growth by developing a strategy that fits the client.

  • Increasing Visibility: An impeccable product is futile if it remains cloaked in obscurity. Marketing illuminates and ensures recognition and recall of your brand.
  • Building Credibility: Beyond transactions, businesses vie for trust. Consistent and genuine marketing campaigns position brands as reliable, credible, and worth the investment.
  • Engaging Customers: Acquisition is just half the battle. Retention is the real challenge. Through periodic and engaging campaigns, brands can remain relevant, ensuring customers return.
  • Direct Sales Boost: Tactical promotions, discounts, and advertisements can trigger immediate sales surges, padding the bottom line.
  • Gleaning Insights: Every marketing campaign is a learning opportunity. By gauging responses, feedback, and engagement levels, businesses can refine their future strategies, ensuring they resonate better.

What to Look For in a Marketing Agency

Entrusting your brand’s narrative to an external agency is a pivotal decision. Here’s what you should scout for:

  • Industry Experience: Knowledge breeds efficiency. An agency that has a track record in your niche will navigate challenges more adeptly.
  • Transparent Reporting: Data shouldn’t be enigmatic. Opt for agencies that offer lucid, comprehensive, and actionable insights on campaign performances.
  • Creativity Quotient: The digital realm is saturated. Only those agencies that are innovative and unafraid to break conventions can craft campaigns that cut through the noise.
  • Holistic Offerings: Marketing isn’t monolithic. From SEO to content creation, ensure the agency offers a suite of services, ensuring a 360-degree approach.
  • Case Studies and Reviews: Past performance can indicate future results. Delve into reviews, references, and case studies to gauge the agency’s prowess.
  • Open Communication Channels: Collaboration is key. Ensure the agency values feedback, offers regular updates, and is accessible.


In summation, marketing, irrespective of its traditional or digital leanings, is a potent tool in a business’s arsenal. By understanding its intricacies, nuances, and potential, businesses can not only survive but thrive in today’s competitive landscape.

Dreaming of soaring success for your company? We’ve got your back!

Paid Media to Reach Your Customers Quickly

Despite the popularity of content marketing, paid media is still the king when it comes to quickly reaching your audience and raising brand awareness. If it is done well, consistent traditional and digital advertising can become the foundation of a strong brand. We help our clients develop eye-catching, strategic advertising campaigns that set them apart from the crowd. Paid media works to quickly build your brand awareness, but is even more effective when you combine it with earned and owned media.

Earned Media to Build Your Brand Awareness

Many businesses suffer from aimless, unfocused “anything PR” that confuses your audience and disrupts your efforts to define your brand. We believe that PR should be treated as an extension of your brand marketing. We make sure that what is being said about you in the headlines aligns with the rest of your integrated marketing strategy. With NewSchool Agency, your earned media validates your brand and effectively builds awareness.

Owned Media to Tell Your Authentic Story

You have the chance to engage your customers at every stage of the buyer’s journey, and your owned media is how you accomplish that. Owned media gives you the chance to get more granular with your messaging and educate your customers through your website, social media, blogs, white papers, webinars, mobile apps, infographics and more. With owned media, we will empower your brand to tell its authentic story and connect directly with your customers.


Our team is ready to support your next web design, video, or marketing project.