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What is Marketing?

By Jacqueline Drew
START Marketing Inc.
www.startmarketing.com

When you ask people what marketing is, they generally say things like “Well, it's like advertising,” or they'll say “it's like what you do to get sales” but I would say, that despite dictionary definitions, very few people understand what marketing really is, or is all about.

My own view of marketing has really changed and developed through my marketing consulting work over the past ten years. I used to think of marketing as “whatever you do to improve the revenue” which later evolved into “whatever you do to reach your vision” but now I really see it as “first working to define that vision, and then doing whatever it takes to reach the vision.” Here's why.

• First, not all marketing is about getting more revenue – I have had several clients seek help because they plenty of customers, yet weren't happy in their businesses. Sometimes better marketing means adjusting services and pricing until the business runs well, and profitably, with the right kinds of customers. And I kid you not. there are many many business owners who don't want to be bigger, just better.
• Second, if a company starts advertising or selling without a clear vision, the message is often a mixed up mess. But if a vision is well defined, all the other marketing decisions, such as what products, services, price to charge, etc., are relatively easy, and all can be made consistent to that vision.
• Finally, the strongest marketing has meaning behind the vision. Maybe a client comes to me with a vision of becoming a national leader in their chosen field. But what's so great about that big vision without sincerity behind it for their suppliers or customers to buy into it as well? Now, if as their marketing consultant, I study their background and discover that the reason they want to stretch across Canada is so that they can reach all the little towns that don't have access to their service – and let's say that the business owner grew up in one of these small towns and understands the pain of not having access to this particular service, well then that's a different story. Then we have a vision with meaning…which is really the heart of the marketing…and it becomes an important message for their customers, suppliers, sales staff, and employees.

So next time you think about marketing, think a little deeper. It's about more than getting dollars in the door. Marketing starts with where you've been, and who you want to be, and why. And then it works to make it all happen.