What is marketing?

What is marketing?

Photo courtesy of kevin dooley(CC Attribution)

So you may be asking, what is marketing all about really? Is it just a term used to justify high consulting fees, or maybe even someone’s role in a business? It’s an often asked question and I’d like to share a few different responses to that question with you today.

I was determined to get to the bottom of this, so I went hunting far and wide to get an answer. Here’s what I found:

According to the AMA (American Marketing Association) it is”… the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx). It’s a mouthful isn’t it? So I kept hunting.  I decided I should go to the dictionary and headed over to Merriam-Webster’s and here’s what they had to say: “the activities that are involved in making people aware of a company’s products, making sure that the products are available to be bought, etc.” (http://www.merriam-webster.com/dictionary/marketing). Now that’s a lot clearer, right – simply put it is about making people aware of a product or service. It’s a bit like the chicken and the egg actually, can you buy a product you are not aware of? So that helps, but I knew there had to be a still even better definition out there for us to really understand what marketing is.

The ultimate answer to “what is marketing?”

My search took me to the world of Duct Tape Marketing and the ultimate definition by John Jantsch: “Getting someone, who has a need, to know, like and trust you. Now, when you have a marketing system in place this expands to – getting someone, who has a need, to know, like, trust, contact and refer you.” Did you notice the 2 key aspects to this and to what marketing is as a whole? It’s all about driving awareness and then building trust. If you can achieve those 2 things, you have truly built a foundation that will lead to opportunities which ultimately lead to sales. How are you going to build awareness and trust into your marketing efforts?

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