What does Client mean in marketing terminology?


In marketing and advertising, the client is the one requesting for the service, and the provider is the company which carries out the requested service. In a company, that means the client and provider are two different branches of the same organisation. More often than not the client is external, in the form of another business or individual. In this case, the client is the person or business that approaches the provider - a marketing agency, for example - with an advertising project.

What Are General Guidelines And Best Practices?

Establishing boundaries and expectations

The first step in any income generating client relationship is establishing purpose, detailing obligations, and ensuring an atmosphere of trust. As the provider, it is up to you to request a clear definition of what the client expects and needs, and to justify why your offering is the best solution. As the client, it is important to communicate exactly what you require from the provider, and to provide enough information that the provider can design a solution that best fits the project.

Agreeing to payment terms

Once terms are established, it is important to agree on a payment structure for the project. This defines how fees will be distributed and when payments are due. As the provider, it is important to get a deposit from the client before beginning any work, with the balance due upon completion. As the client, it is important to agree to a flexible payment structure that protects both parties.

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Achieving goals

Once the payment terms are defined, it’s time to set expectations and goals for the project. It’s important to work together to create a S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Time-bound) goal that is understood by the client and the provider. This should be detailed by the provider, outlining exactly what will be provided and what should be expected of the client.

Ongoing communication

As with any working relationship, communication is key. When it comes to business, this means that both the provider and the client need to ensure that communication is kept open. As the provider, you need to ensure that your client is kept in the loop at all stages of the project and are regularly provided with updates. As the client, you need to ensure that the provider understands your direction, feedback, and any changes to the project.

Following regulations and standards

Last but not least, it is important for both the provider and the client to ensure that all regulations and standards are met throughout the project. The provider should always ensure that all applicable laws, regulations, and standards are adhered to in order to offer the best solution and protect themselves from litigation. And the client should always ensure that they have provided all necessary documents and have the right permissions in place before relying on the provider.