Concept Marketing: Definition, Types, and How-To Guide

By Indeed Editorial Team

Published September 11, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Professionals use various marketing concepts to work with consumers and products. Concept marketing requires an analysis of company products and consideration of how the target audience benefits from those products. By learning more about these concepts, you can improve marketing strategies and improve sales. In this article, we discuss the definition of marketing concepts, explore different types of marketing concepts, and review a guide to help you implement marketing concepts.

What is concept marketing?

Concept marketing refers to the use of data in marketing to focus on the goals and needs of consumers to develop strategies. Marketing concepts refer to the techniques used in marketing that provide you with different ways to communicate with the target audience. These concepts require recognition of both your goals and the company's goals, along with the current economic market. This form of marketing allows companies to develop products and services that fulfill the needs and goals of the company's target audience.

Types of marketing concepts

Here's a list of marketing concepts and strategies you can consider applying in your professional life:

Production concept

The production concept considers the effectiveness of companies and how they can produce low-cost products. When marketers use this concept, they believe their consumers prefer low-cost, efficient items that they can purchase at more stores. This requires a focus on maintaining production and low-cost distribution. The production concept is best for those who want to market products that are popular and in demand.

Product concept

The product concept refers to the practice of marketing the special features of products to promote their overall quality. This helps increase the retention of customers and revenue. Product concepts prioritize how customers react to products that have increased quality, performance, and capabilities. When companies use this concept, they typically spend more resources on innovation and optimizing existing products. This typically limits the number of products that companies can develop, which can increase the demand for the number of products produced.

Selling concept

The selling concept considers the methods and techniques required to influence customers during the purchasing process for products. Marketers and sales professionals create advertisements that promote the purchase of products. When professionals use the selling concept, it allows them to promote products on several platforms with different advertisements. Their marketing campaigns typically discuss the importance of products and how they can improve the lives of consumers. This is beneficial when companies have an overstock of products or when they want to increase awareness of products.

Marketing concept

The marketing concept requires a concentration of product marketing and how companies can increase the competitiveness of their products. Companies can optimize these concepts more effectively by understanding their competitors in the market and how they market their products. They can also prioritize the advancement of their marketing techniques, which can help attract consumers in their target audience. This also helps the target audience assess the value of the company's products.

Societal concept

The societal concept focuses on how companies can market products to prioritize their value for both consumers and society. It's essential for professionals who want to determine the benefits of products and how consumers interpret those benefits. This increased understanding helps marketing professionals develop their campaigns. For example, companies can market hair products as eco-friendly and waste-reducing compared to alternatives. This is a perceived benefit for target audiences who prioritize plastic reduction and want to support sustainability efforts.

Content marketing

Content marketing prioritizes the information provided to consumers and audiences and how this can increase their interest in company products. Using content marketing allows consumers to learn about products gradually. This requires the regular production of content on social media platforms and company websites. Content writers and copywriters conduct regular research to help ensure that their content remains relevant to the target audience. Using content marketing requires a strong understanding of the target audience. The content can include reminders about promotions, new products, and company offerings. Professionals typically produce blogs regularly, along with e-mails and social media posts.

E-mail marketing

E-mail marketing, which is a subsection of content marketing, considers e-mail lists and newsletters that companies provide to their target audience. These e-mails include offers and discounts to team members. Companies develop successful e-mail marketing campaigns by collecting the e-mail addresses of the target audiences through pop-ups and requests on company websites. This technique is essential for eCommerce stores and digital products.

Social media marketing

With social media marketing, you can reach potential customers all over the world and encourage current customers to spread awareness of your products and brand. This requires being active on social media and sharing content, replying to comments or making posts that help people find the company and learn about your products. For companies with a large audience, social media is a useful way to share information and show people the value of your products and the satisfaction of your customers.


Advertisements, both online and offline, target specific audiences to give them information about the company and the products it offers. You can use advertisements on search engine results, social media pages and other websites on the internet, or use billboards, commercials and signs offline to display pictures and taglines for your products. Depending on the type of ad, you can target your audience based on location, age or gender while also considering their interests.

How to create a marketing plan

Here's a step-by-step guide for those who want to create marketing plans:

1. Define your product

To create a successful marketing plan, you must first understand what your product is. Try to define your product in simple terms and include the most important features that your audience wants from the item. Consider how it fits into the current market and among your competitors, if any parts of its production are unique, and for what price you can sell it. With this information, you can more easily understand the essential things to include in a marketing plan for your product.

2. Know your audience

Knowing your audience is vital to creating a specific, useful marketing plan for each product the company sells. You can learn about your audience in various ways, like by using analytics to determine their interests, studying the customers of your competitors or performing surveys and questionnaires. This can help you target ads and content more easily because you understand who is more likely to buy your products and what benefits they want from companies.

Related: A Guide to Marketing as a Career

3. Consider your goals

Although the main goal of many marketing teams is to increase revenue, you may have other goals that can influence your marketing plan and the techniques you choose. These goals may be to increase your loyal customer base through stronger e-mail newsletters, decrease the environmental impact of the company's products with low-waste packaging, or improve your strategies to be better than your competition. Consider how these goals can help you decide which concepts or areas of marketing to focus on and how they may affect your campaign.

4. Decide your unique selling point

The unique selling point of your products is the feature that makes your product special in its market. There are many unique selling points you can select to advertise, and understanding the strongest ones for your product can help you create a more convincing marketing plan. Think about what your product offers that others don't, like lifetime warranties, customized patterns or free trials. Use this selling point to help you select a marketing concept that fits your needs and helps you achieve your goals.

5. Think about the influence of the company

While products often speak for themselves, the reputation, size and audience base of a company can often impact how you choose to market your products. Think about the company's marketing budget, how easily you can use its audience to spread your product, and whether the reputation can help you with advertisements. Large, well-known companies typically have an easier time marketing items because people already know about them. Use this information to adapt marketing concepts and areas to work with the influence the company may already have.

6. Choose your marketing techniques

It's beneficial to apply the information professionals gather about products, along with audiences and companies, to select the marketing campaigns and strategies that help with the generation of strong marketing plans. You may want to generate areas of marketing that you can combine or adapt to work best for your situation, then establish your marketing plan around this.

For example, if you're marketing a product that fits well with the selling concept and content marketing, you can combine these ideas to create a marketing plan that involves creating frequent content describing the benefits of your product and sharing that content on multiple platforms.

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