Marketing does not merely involve marketing or promoting a product or service; it also includes building a story about which consumers will become aware, and in which they will participate. Marketing is what brings a business to life and plays a major role in every successful enterprise known today. Marketing is the travel guide on the path to establishing a brand; it is the compass that points customers to a brand at the time right for that customer.

Earlier advertisements included simple things like posters, flyers, and radio commercials. Now it has become a combination of several factors; psychology, data and creativity. A now-day marketer is not only a sales person, but also a marketer, storyteller, strategist and problem solver all together.

Essentially marketing is to understand people’s emotions and needs prior to them communicating those to the marketplace. In other words, when someone creates a successful campaign it is a result of empathy being put into action, not by chance. In marketing there are two categories as far as listening: the first type is quantity; all marketers do is increase the volume. The second type is quality; the quality of listening.

Every business has a personality, but only the strongest businesses know how to effectively project their personality to a target audience at the ideal time for that audience. The method(s) you choose to express your brand message will determine its effectiveness, whether it’s through an emotional story, social media ad campaigns, co-branding, or building a community with existing customers through customer loyalty and referrals. All stories serve as the bridge between a business and its customers.