Well, supposedly Seth said something like this, but the reality is closer to good marketing “winning” the contest for consumer attention. If you ask 100 people to define marketing, you’ll also get 100 different answers, two for each for discerning what PR is. This is problematic, obviously. How can you expect a business owner to trust you if you cannot accurately define what it is, and how you do something?
To bridge this gap of understanding a bit, we need to turn to Peter Drucker (at left) to simplify what marketing is. Drucker, for those who do not know, created the basic foundations of so-called management by objectives, or participative goal setting, strategic course of actions and the decision making process. If business is about first innovation, and then marketing it, then the latter is as much a “product” as the product or service itself. I believe “integral” fits here as one clearly defined “must” for marketing know how. Here are five fundamental rules for defining yourself as a marketer, just in case.One: Marketing is about the “win-win”
Like it or not, the best marketers understand longevity and success are all about winning products or services going to customers who win out for having bought them. Value may be a cliche term, but if your product sucks, you won’t be in the game very long. Winning, they say, is everything. The first definition of marketing know how has to be then, knowing there are only two entities in the marketing equation – buyer and seller. Both have to win.Two: A Marketer Understands People, Most of All
Figuring out what the customer wants. This is a big task, and we are not talking about “convincing” consumers to buy what “we” want them to buy. Anylizing trends, tabulating so-called Big Data, whatever metrics we throw at the problem of consumer wants, the best marketing guru out there realizes first, there’s a human being on the other end of his or her computing. Sometimes, no matter what the “data” says, marketing is also about “gut feelings”; “Would I ever, would my family ever, would anyone really want this product pitched this way?” The human side, this is the Holy Grail of marketing no matter what era you come from. You may have heard someone like Brian Solis (below) talk about the marketing funnel being broken, well the part that’s broken is the understanding of the people in the center of the funnel.
Knowing how people see you, your product, how they will react, this human side is all important
Promotional Marketing by Suzanne Scholl
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