I’ve received a lot of questions about what is marketing. It’s time to give you my definition.
According to Wikipedia, this is the (short) description of what is marketing:
Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.
There are many ways to explain what is marketing. I always start with three levels:
Marketing is communication; convincing people to do what you want them to do.
- You get strangers to become interested
- You turn people who are interested into customers
- You turn customers into customers for life
You need to earn attention. You’ll do your best to make people visit your website or to open the door and come inside your business.
The next step is to get people to start buying from you. The brutal truth is that it doesn’t matter how many people are interested in you, if not enough people are buying. And, in the end, you need to earn a profit.
What is marketing includes all three parts.
What is marketing – one word to remember
Things have changed. Traffic, conversion and economy are all still important, but one word are more important than ever.
The world is changing dramatically, faster than ever. There are more alternatives than ever, and people have less time than ever (to buy from you). Hence, you need to add emotions to what is marketing.
Let me give you an example. Let’s talk about pizza for a few minutes.
It’s not that hard to provide people with information about your pizza restaurant. You can create advertisements in the local newspaper, you can create a blog and write about your pizza. You get people interested.
But, people have more options than ever, and they need a reason to buy from you. The pizza restaurant is not the only pizza restaurant in town, there are many, and there are a lot of other types of food you can eat.
When you create a marketing plan, you’ll start using the four P’s:
You’ll want to make the best pizza and a unique pizza. Price is always an issue, and you need to sell it at the right place and at the right time, and people need to be made aware of you. The P’s in the marketing mix will always be important, but now, emotions are more important than ever.
The pizza delivery guy gave me a ride home, and it turned me into a customer for life. He did something out of the ordinary. He turned a pizza restaurant into something emotional. My guess is that he’s measuring the smiles he gets and he’s turning smiles into goosebumps.
Now, I always smile when I think of them. He turned an ordinary product and an ordinary brand into something emotional and personal. The product, the price, the place and the promotion is not as important anymore.