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Being in marketing is no easy task, as you are aware, marketing's purpose is to create for tomorrow, yet we must still deliver results today. To deliver today, we marketers often come up with strategies that will affect sales positively in the short term for a certain product or group of products. Knowing your markets helps, as you can customised and target your promotions to the right people, which generates demand and delivers on those short term results and helps deliver today. Some tactics that your organisation can deploy are sales promotions, pricing and distribution tactics. But that's not all, we are very much people who are focused on the future. What we do today, what you see and read about in the media is us marketers shaping the market, and reaffirming our positive message on how we can solve your problem, we use every opportunity to build up our brands.

We are all customers, and brands are important, from the bread you choose, to the pen you write with, these brands have already shaped your mind in a positive way, making your purchasing decision much easier, the same can be said for the car your drive, the denim jeans you wear, the cellular phone you hold (these are all brands that customers can relate to, and are interactive with).We grow brands positively, so when the time comes (future) the decision you as the consumer has made, has been motivated by us marketers. So fundamentally we maximise sales in the short term and simultaneously invest in the future. The only real measure of business success is in long term returns, and by a matter of fact almost 2/3's of marketing efforts are aims at future sales rather than today. If you think about it, visualise a funnel, incoming future business is on the top end of this funnel, as the potential customer moves through the sales process AIDA (attention, interest, desire, action) he sinks lower down the funnel until he comes out the other end, and when he does, he must have had an enjoyable experience.