What is My Definition of Marketing?
FIRM FIXED IDEAS
Marketing is value creation achieved by communicating a specific offer to a specific audience.
Communicate the truth, “A lying tongue hateth those that are afflicted by it; and a flattering mouth worketh ruin.” (Proverbs 26:28).
My first day as a marketer in the financial industry has forever cemented into my head the realization that marketing is not, and cannot, be about deception. The fine line between misleading someone and being honest is often hard to distinguish. I became aware of full-time jobs, in the hundreds, of people whose role at companies is to make sure that the message communicated by marketers is appropriate and relevant.
Marketing is value creation, at its best it is communicating a specific message, to a specific audience, and more or less the right time. In essence most careers practice the basics of marketing every day but they wouldn’t call themselves marketers. Marketing, as a career, is specializing in value creation through the mediums or channels which supports the sales or exchange of a company’s products or services.
I could take a deep dive into the specifics of what is and is not marketing but today’s post is to give an overview of my interpretation of what marketing truly is.
Before I conclude, I would like to say that marketing and sales are very much similar and dissimilar. I’ve even argued with managers, interviewers, and colleagues on the details of this… my philosophical summary is that in a perfect world sales would not need to exist if marketing was ‘perfect.’ If marketing achieved its goals to perfection then people would not need persuasion by sales teams to buy something because they would have already seen the value. Customers would already have a desire or plan to purchase. Feel free to give me your thoughts in the comments below.