Marketing is an essential part of any business because making a sale requires some form of communication with potential customers.

Also, marketing is a uniquely versatile skill because it contains knowledge that is both actionable and applicable to all industries. For example, the knowledge that an audio commercial lasting X seconds can be played at Y radio station for Z cost and purchased through person Q is actionable and versatile at the same time. Contrast this to product design which has versatile yet abstract principles such as reliability and convenience.

Marketing is about sending a message through a channel to an audience.

Consider the full message. Every detail of the message matters. Aesthetically, consider its size, duration, colors, shapes, font, spacing, music, narration, active sounds, and background sounds. Meaningfully, consider its general statements, concrete details, call-to-action, entertainment value, and inspirational elements.

Consider available channels. The channel provides the context and environment in which the message meets the audience. It shapes the experience of the message based on its medium, timing, frequency, location, atmosphere, normally associated ideas, interactive potential, discussion potential, and voluntary/involuntary elements.

Consider the intended audience. You want to reach people who can get value and make use of your message. They might be your potential customers, friends, partners, and professional acquaintances. They will want to read relevant messages that resonate with their needs, beliefs, interests, and sense of aesthetics.

The ultimate marketing perspective is to see every living moment of every person as an opportunity to communicate with them (at varying degrees of effectiveness).

Marketing is some way to make some impression on certain people through some of their 5 senses while they are doing some activity. Consider all the common and unique ways in which people spend their time, from waking up and eating to washing up and sleeping. Marketing essentially aims to latch onto any of these experiences, be they physical such as conducting transportation, sports, and retail shopping; or digital such as checking email, news, and movies.

Get clear about your high-level marketing objectives.

Marketing objectives usually fall into common general categories. Brand-oriented marketing intends for the audience to associate happy thoughts with the name and logo of the company. Sales-oriented marketing intends for the audience to go to a store or website then buy a specific product or service. Public safety marketing intends for the audience to behave defensively, such as with a reminder to drive slowly during snowy conditions.

Find ways to make the message less disruptive yet still effective.

Disruptive messages interrupt the core experience (ex. radio commercial), overstimulate the senses (ex. loud street sales pitch), and project harsh/distracting ideas (ex. online banner ads with nude women). The most egregious disruptions forcibly delay the onset of the main activity such as with unskippable video ads. Sometimes they require action from the viewer such as with pop-up boxes. Other times, they pull attention in an undesirable way, such as with flashing banner ads and sudden audio clips.

Non-disruptive messages present an opportunity instead of forcing an experience. They are small, momentary (or at least skippable), shown at the side, and presents moderate aesthetics. They emerge when the audience is more receptive to foreign impressions such as the natural downtime of the main activity (ex. sports have intermissions to let the players rest). The ideal way to fit a message non-disruptively is to integrate it seamlessly with the main activity without affecting the immersion of the audience.

Assorted Resources

Assorted Concepts: Transactional vs Non-transactional Messages.

Marketing Your Business: An Example-Driven Guide | Infographic