Effective Marketing Begins When Businesses Solve Real Problems

By Lois Amanor

Marketing is often seen as advertising on social media or running promotions, but experts say it goes much deeper. According to Raheemah Kordey Quaye, a brand and communication strategist, marketing begins the moment a business identifies a solution to a problem.

Speaking on the ZED Tech Show on Zed FM, Raheemah explained that for any product, whether food, clothing, or technology, marketing is what helps people understand why they should care. “Selling food doesn’t mean people will buy it. You must tell us why it matters,” she said. With technology, the challenge is even greater because apps, websites, and platforms can be complex. Marketing helps users see not just the features but the value and outcomes.

Quaye stressed that customers want to know what a product delivers: Is it safe? Is it quick? Is it easy to use? She pointed to mobile money services as an example. Many people prefer MTN because it makes transactions simple and reliable. “The outcome is what convinces people,” she noted.

Strong marketing strategies, she added, often turn technical features into relatable benefits. Celebrity endorsements of payment platforms, for instance, don’t highlight technical details but focus on ease of sending money to family abroad. Similarly, content creators who show how to use an app, rather than just its design, make it more appealing. Testimonials and proof of results also build trust.

Another key strategy is knowing the audience. Many tech founders launch products without considering who will use them. Quaye emphasized the importance of market research and testing. Free trials, she said, are powerful because they allow users to experience the product before committing. “If the app is truly valuable, people won’t want to leave it,” she explained.

She cautioned against rushing into paid subscriptions or expecting instant results from ads. Platforms like Meta take time to learn which audiences respond best. Marketing, she said, is a gradual process of building trust and showing value.

Quaye concluded that businesses should focus less on listing features and more on demonstrating outcomes. “Tell us how your product makes life easier and better. Show us what others have experienced using it,” she advised.

In the end, marketing is not just about promotion, it is about shaping perception, building trust, and helping users connect technology to real-life benefits. That, she argued, is what turns a good idea into a successful product.