Monday, February 27, 2012

Redefining Marketing: Marketing is science buried inside Art.

Marketing has never been about Advertising.  This is not really a redefinition of Marketing, as much as it is a reminder of what Marketing has always been.  Advertising is a tiny, often outsourced, part of Marketing.  It is the least of what we do.

True Marketing starts with the People.  It is an understanding of the customer -> how they think, what they like, how they shop, their demographics, their psychographics, and as much data about the customer as can be compiled.

It continues with the Product.  What benefits are desired.  What benefits are conveyed.  What to make.  What features to add and CUT. What it is.  What it does. How we talk about it.  Why it was built.

And moves into Pricing. What value is delivered for various customer types.  Pricing Strategy. How to capture the most value per customer type.

And on to Place.  Where to sell.  Where to put product in easy reach of customers.

And finally Promotion (note: this is not advertising)... to include how to let people know about the product.  Packaging.  PR.  And yes, some small bit of Advertising if necessary.

Beyond this, you enter the realm of what I call Marketing Fantasy...

Marketing Fantasy is where some Marketers go... thinking they actually can control:
1. branding/brand awareness
2. style/design
3. predictions/future trends
and more.

These things are Fantasy, because Marketing might be able to measure these things, finding direct controls of these things is nearly impossible.

Why do I love Marketing?  Because...   Marketing is science buried inside Art.


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