Shouting is not marketing

We’ve all seen it…splashy adds in the paper, neon starburst signs in store windows touting huge discounts, flashy spam email offering bargain prices on printer cartridges, some guy on tv yelling at the screen that you just have to try Shamwow! And some people actually call this marketing or maybe advertising. Most of us simply call it annoying.

Let’s be clear, this is not marketing. So what is marketing? According to the American Marketing Association (AMA) “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” That definition works, but I personally like how Allen Weiss at Marketing Profs defines it, “Marketing is, in fact, the analysis of customers, competitors, and a company, combining this understanding into an overall understanding of what segments exist, deciding on targeting the most profitable segments, positioning your products, and then doing what’s necessary to deliver on that positioning.”

The key really is finding the most desirable segments of the your market and positioning your product or service in a way that that segment finds appealing. Making pretty brochures and websites is fun, but ultimately its about revenue and profit.

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