Marketing – What Is It Really?
Marketing is a conversation between two individuals (seller and customer) that takes them from not knowing to knowing what each other needs. That understanding leads to a strategy for delivering products and services through customer experiences (tactics) that drive customer action. Tactics are strategic actions that impact a specific marketing goal.
Public relations, advertising and branding are often perceived as “marketing” but they are merely tactics that can only be successfully developed and implemented with a strong marketing strategy. Here’s a simple illustration of the differences:
Marketing
Your business says, “We do/have what you need or want.”
Public Relations
Someone else says, “Trust me, they do/have what you need or want.”
Advertising
You say, “We do/have what you need or want.” Over and over.
Branding
The customer says, “I understand that you do/have what I need or want.”
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