From the moment we get up in the morning to the moment we go to bed we are constantly assaulted with messages. Messages from marketers and advertisers alike whose sole purpose is to get you to buy in to whatever product or service they are trying to offer. This incessant barrage of marketing messages has morphed over the years into a double-edged sword. People have become relatively desensitized to advertisements as they have become integrated with our daily lives, however at the same time people are now more apt than ever in picking up on what advertisements are true or completely false. This evolution of consumer reception to marketing and advertisements has made it more challenging now than ever before to communicate the right messages, effectively, to target audiences. When it comes to the facts vs. fiction of marketing entire books have been written on the subject. However, all of this information can really be boiled down into a few paragraphs that can explain what marketing is and what it is not.
What exactly is marketing?
To give a concrete definition of what marketing actually is would be like trying to determine the thought process Leonardo Da Vinci used to produce the Mona Lisa; the answer is, you can’t. Since marketing is a concept it can be interpreted millions of ways as many concepts can be. However, the standard “definition” of marketing seems to be: The management process through which goods and services move from concept to the customer. There are four components (P’s) to marketing; Price, Product, Place, and Promotion.
Aside from the clunky dictionary definition, at the end of the day marketing is all about finding a way to connect people with products and services that matter to them. The best marketers have the skills to completely remove themselves from the confines of their own wants and desires and are able to place themselves inside the minds of their chosen audience. This simple yet very effective tactic is how marketers are able to create imagery, sound, and language that cause you to feel emotionally connected with a product, service, or brand.
What marketing is not.
Many people seem to think that marketing and sales are one in the same thing. It is this belief that causes dissonance between consumers and the thought of being marketed to. Everyone, at some point, has had a bad experience with crooked salesperson. The job of a salesperson is to “market” to potential customers, but when it comes down to it sales and marketing are two completely different things. Really, marketing is meant to lay the groundwork for sales by designing campaigns that people can connect with. Once a lead is hooked the sales team can then come in to provide specific details such as how the product/service works specifically to meet the customers’ needs, and how investing in the product/service will change their life for the better. Without marketing their truly is no platform for sales to stand on. The key goal of marketing is not and will never be to just make a sale.
Nick Myers is the Managing Partner of RedFox Creative. For more information or to leave a comment send an email to firstname.lastname@example.org.