Marketing isn’t a real thing
Marketing isn’t a real thing. How many of you have heard that one before?
There really seems to be a general lack of understanding in many companies about the role of marketing and how it fits into an organization. Many perceive marketing teams as a collateral-producing service… or some sort of administrative function.
It’s not really anyone’s fault that marketing is misunderstood. Unless they’ve taken an MBA in marketing or have taking the time to read and learn about it, how can people really know? Unlike engineers, lawyers and doctors, for example, it isn’t always clear to people what marketing actually is and what marketers actually do. They will watch shows like Mad Men and presume a marketing department spends a day drinking whiskey and coming up with a slogan. People don’t know what we study in school: business development & strategies, pricing options, research, dynamic markets… As marketers, it is our job to educate them and to help them understand our roles and how marketing should fit into an organization.
I know it’s not easy. Many people think marketing is advertising. Advertising is perhaps the most obvious and popular form of marketing and is often perceived as the most glamorous, followed by PR… And they are only part of one P (Promotion).
In the B2B tech industry, many technical people might even consider marketing content “fluff” and presume there is no strategy behind the messaging, no consideration for the consumer decision-making process, no understanding of how a product needs to be communicated to consumers. Some might even think that marketing itself is futile.
The most strategic marketers don’t only focus on promotion and advertising. They consider all seven P’s of marketing Product, Place, Promotion, Price, Physical Environment, People, Process and today’s most important “P”: “people”. “People” are a key player in strategic marketing due to the surge of community building and the importance of customer relationship. Great marketers also put a lot of emphasis on the three C’s (Customer, Competitor, Connections) and, most importantly, data. Marketers are increasingly data-driven, making the marketing department more strategic and also more important. Analysing and building a strategy around the intersection of a company’s strengths, the needs of customers and the competitors’ offerings might seem simple, but can be extremely effective.
We know it: marketing is an essential addition to your business. Now we have to use our marketing skills to get the rest of the organization on board!
Marketing is about building and developing the strategy and determining the tactics to implement to meet business goals & objectives. It is the source behind the communications of your company’s product or service. It thinks about business in terms of customer needs and satisfaction. It develops the demand for the product or service.
“Marketing is everything that is done to place your product or service in the hands of consumers.”
That’s what marketing does. In a nutshell anyways.
For real? Yep. For real.