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: 



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.



You say, “We do/have what you need or want.” Over and over.



The customer says, “I understand that you do/have what I need or want.

We can make your job easier.