Make Marketing History

The views of a marketing deviant.

Thursday, April 29, 2010

The Problem With Marketing.

The problem with marketing is not interruption. Nor is it false claims or agency/client compromise. All those things and more are deficiencies in the practice of marketing but they're not the root problem.

No the real problem with marketing is that it all too often follows the creation of the product/service and thereby is reduced to promotion. It is bad promotion that is the bane of most anti-marketers. Not marketing itself.

All those conference ideas about branded utility, shared interests and authenticity are good ones, but they'd be much better if they weren't add-ons.

5 Comments:

Anonymous Rob @ Cynic said...

Isn't then the issue that too many products/services are created purely because of a financial opportunity rather than fulfilling a fundamental human need?

That's not come out right - of course all ideas should have a commercial componant in them - but some are developed with the eye on the cash rather than the belief the money will come as a byproduct of what you have created.

God I'm getting in a muddle here aren't I. Sorry ... it was a legit comment by the way.

6:16 PM, May 03, 2010  
Blogger john dodds said...

By your standards yes. If you said perceived financial opportunity I'd agree fully.

My schtick has always been that business strategy and marketing are very much related. The focus on customer needs lies at the heart of both.

Since any business plan should be predicated on a perceived strategic superiority in meeting a customer need - existing or imagined - it seems to me logical and symbiotically beneficial for the marketing of that product/service should be part of the product development process.

3:20 AM, May 04, 2010  
Anonymous Rob @ Cynic said...

That's what I meant. Could you write all my comments in future.

5:33 PM, May 05, 2010  
Blogger john dodds said...

I can't guarantee authentic spelling errors and grammatical howlers.

3:23 AM, May 06, 2010  
Blogger peggy said...

i agree!

3:29 PM, May 06, 2010  

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