My own explanation of ‘marketing’… Comment as you see fit…
What exactly is ‘marketing’? Wikipedia thinks that it is “used to identify the customer, keep the customer and to satisfy the customer”.
The American Marketing Association, meanwhile, says:
“Marketing 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. “
Dictionary.com returns something a little different:
[Marketing is] “The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four ‘Ps’ of marketing are product, place, price and promotion. “
All very well, but I don’t agree. There’s nothing particularly wrong with the above definitions, they just don’t quite hit the spot.
In my world, ‘marketing’ is a three stage, easily explainable, process:
1 – Connection. You need to connect to your target market, need to get their attention.
2 – Seduction. With their attention captured, you need to seduce them.
3 – Activation. Once they’re seduced, you need to get them to buy what you’re selling.
The process then beings again: what will keep your activated audience connected, seduced and activated?
Of course, the danger of staking my claim to a three stage process is that it looks simple – too simple to justify the worldwide network of creatives and agencies beavering away out there in the name of the ‘M’ word.
It’s not simple – anything but – and most people who work in marketing know that. If it was simple, everybody would be doing it and there would be no need for people like me. And you, for that matter. There’s a lot of hard graft, research, thought and experimentation that goes into each stage.
But as definitions go, it’s one of the simplest, shortest, sharpest and snappiest. Even if it does make you sound like a polygamous secret agent…
(If you’re wondering why I’ve got a picture of my dog at the top of this post, the answer’s fairly straight-forward. I hope that it will make a connection with you and make you stop to read this post. I hope that the text will seduce you. And I hope you’ll leave a comment, rate the post or subscribe to the blog. Simple, really.)