Is Marketing Necessary for Today’s Business?

Austin Cooper
Jul 24, 2017 · 2 min read

Have you ever wondered what goes into making a highly successful company, successful? I was lucky enough to find out. Recently, I got the chance to interview the Director of Marketing at the FireLake Grand Casino, Chad Matthews. During the interview, I asked him what the main challenges businesses face in today’s world are, his response was very simple: “Data and technology.” Matthews also spoke about how transitioning from traditional marketing styles, without internet, to the evolved technological marketing styles that are used today is a major challenge for older generations. This article will depict how the FireLake Grand Casino uses marketing to be successful, despite the challenges.

My next question for Matthews asked for his opinion on what concept he believed to be the most important in marketing, today. “Targeting, using the data you receive to target a market, in order to effectively market your product” said Matthews. Target marketing is a major concept that marketing people utilize in modern businesses. Entrepreneur Magazine (2017) describes a target market as “A specific group of consumers at which a company aims its products and services.” Target marketing is simply the process of a business identifying the target market, and focusing it’s time and energy on that one market. Entrepreneur Magazine goes on to describe the transition to target marketing by saying “Once upon a time, business owners thought it was enough to market their products or services to “18- to 49-year olds.” Those days are a thing of the past.” The business cycle is in constant motion, and in today’s society, target marketing is one of the most important concepts to run an effective, successful business.

In fact, target marketing is a critical attribute of successful businesses. Businesses should clearly identify their target audiences. When this happens, businesses can easily capture customers’ attention because their customer needs and goals are at the front and center (Evans, 2013).

Finally, I can connect with targeting customers. As a consumer myself, I enjoy when a product I am interested in feels as if it is advertised personally for my needs, and entices me to buy the product. In this article, I demonstrated how FireLake Grand Casino has been using marketing to be successful despite the economic challenges.

Like the rest of the world, marketing is constantly evolving, what will the next big thing be?

Byline: Austin Cooper is an emerging marketing professional who researches topics critical to new and existing business. He is completing his coursework for a bachelors in marketing. Feel free to contact him by email at austin22.cooper@gmail.com

Entrepreneur Staff (2017). Target Market. Entrepreneur Magazine.

Mark Evans (2013). The Importance of Really Knowing Your Target Audiences. Forbes.