Marketing explained
There are many definitions of marketing. Broadly, it involves activities that help to build your brand and business. It’s about identifying and understanding your customers, and developing products and services that meet their needs. Marketing requires careful planning and research – but investing time and money now will pay off in the long term.
Marketing is more than just advertising and logos, it can be across many areas of your business, including:
- how your customers are greeted on the phone
- your customer service procedures
- what your staff wear
- your email signature.
Benefits of marketing
Good marketing tells a story about your business and gives your customers a reason to purchase from you instead of your competitors. It helps you to look at everything in your business that could affect how your customers identify you.
Writing a marketing plan can help you define certain aspects of your business and focus on your priorities.
Legal obligations when marketing
When marketing your business, products or services, make sure you’re aware of any regulations or legal requirements including the ones we’ve listed below.
You need to make sure you don’t mislead your customers when you advertise your products or services. There may be local requirements such as permits, depending on the type of advertising you use.
Check out our list of legal requirements for different advertising activities.
Competitions, lotteries or promotions over a certain amount are regulated by your state or territory through a permit. You can download a permit form from the Australian Business Licence Information Service (ABLIS) website.
Most direct marketing activities are regulated by federal or state laws. Before you conduct direct marketing, check if your business needs to comply with privacy legislation and spam regulations.