Jerry Fletcher

6 years ago · 1 min. reading time · 0 ·

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Marketing Defined.

Marketing Defined.

Marketing

is the nail

OQ)Barbara sent me an article that had been published in a prominent journal that talked about the demise of “Old Media” as an instrument of marketing.

It is painfully obvious the author has confused the hammer with the nail.

As the world of marketing shifts due to new ways to engage people for purposes of persuasion, the old media doesn't go away. It morphs.

When television came about radio was supposed to die as were all the magazines. It didn't happen.

When the internet went viral, all other media were supposed to fade swiftly away, It is just not happening.

Social Media keeps being proclaimed to be the new whiz-bang paradigm of marketing. It isn't.

My definition of marketing is:

1. Go where the money is.

2. Sell what they want to buy.

3. Do it again. 

In order to get them to buy you need to remember: "Who you know matters, what you know is important but to build your business the single most important thing is who trusts you.”

Marketing is about getting to trust, making the sale and keeping the customer. 

Marketing is selling the hole, not the drill.

Marketing isn't the hammer, it's the nail.

Pardon the rant. I'm always troubled by incomplete and inaccurate arguments.

Note: This post has now been published three times: in 2012, 2013 and now in 2017 because the viewpoint is timeless. Marketing professionals must know and understand all the ways of convincing and persuading not just the latest shiny object delivered by technology.

_____________________________________________________________________________________________________________________

8f32799a.jpgJerry Fletcher is a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking:
www.NetworkingNinja.com


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Comments

Jerry Fletcher

6 years ago #5

#4
Sandra, Comprenez! I've now used up all my French Vocabulary at hand! Marketing, in the standard definition (Stanford, Harvard, Wharton, Northwestern, etc) is defined as growth of a brand, division, or part of an organization. My definition is for the little guy without the MBA as well as those that have to survive. It sounds simple but has dropped the jaws of professors in a couple of those schools--once when I had been invited to lecture and the professor decided to undermine me by asking how I defined marketing. I stepped to the podium tore up my notes then walked to the projector shut it off. leaned back on the podium and began my discussion with my definition. An hour and a half later the students didn't want me to stop. That definition is pure strategy. I lectured on the myriad of tactics that it allows you to use to stay in business and perhaps grow.

Jerry Fletcher

6 years ago #4

#2
Phil, Thanks for the clarity. Too often the confusion you mention is extremely costly.

Jerry Fletcher

6 years ago #3

#1
Jim, The Bard said, "A fool thinks himself to be wise, but a wise man knows himself to be a fool." From my viewpoint If knowledge plus experience gets us to wisdom than we have to do a lot of foolish things to figure out how it all fits together. I'm gonna keep foolin' around 'cause I know that's the only way to get it right.

Phil Friedman

6 years ago #2

Great post -- and well worth recirculating from time to time as you have. For its wisdom and truth are timeless. Too often, without having the slightest clue as to who Marshall McLuhan was or what he said, contemporary would-be marketers confuse not only the medium with the message but, more so, the delivery vehicle of choice with the package the customer is waiting to receive. Or something like that. Cheers!

Jim Murray

6 years ago #1

Good little rant Jerry Fletcher. Oddly enough I just finished a piece entitled "Is Digital Marketing Reall All it's Cracked Up To Be", which I will be positing later today. Great minds thing alike, or is it that fools seldom differ?

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