Can we please create a new word to refer to marketing?

April 27, 2015

Let’s begin by disclaiming that most people don’t know the definition of marketing. Oftentimes, the word marketing is interchanged with the word advertising, even though they are profoundly different. For the sake of simplicity, let’s use the definition available on Google. Marketing: the action or business of promoting and selling products or services, including market research and advertising. Yes, advertising is part of marketing, but it is just one of the aspects of marketing. So now advertising according to Google: Advertising: the activity or profession of producing advertisements for commercial products or services. Marketing involves so much, but according to the definition it is all about selling and promotion. This isn’t exactly what we do. We aren’t just about selling products or services. When we use the new tools available to us, such as social media and online content, we don’t just push sales messages. What we do extends far beyond just the sale of a product. Anyone can put out a for-sale sign, but truly generating awareness and acquiring clients requires knowledge, expertise and skill. In the world of marketing today, there is much more that must be done. We don’t just push sales messages, and we would never recommend anyone to simply push sales. As a matter of fact, we are constantly advising our clients to stay away from the typical “marketing” that they might be familiar with. With so much information available to the public, if all we did was this, it would be useless and counterproductive. Everything that is put out must fit in in a way that it does not feel intrusive to the audience receiving it. Sales pitches are completely off-putting, particularly to our luxury audience. There is a new art to marketing and it isn’t really conveyed in the traditional definition of marketing. We believe that it is time for a new word, one that really reflects what we do and that people can easily understand. Perhaps it is not even about finding a new word, but upgrading the definition. Therefore, let’s propose a new definition: Marketing: the action of providing informative content, and communicating authentically with a target audience, with the intention of creating awareness for products and/or services, which includes artful advertising. The focus of marketing is on triggering emotion, creating value, and communicating a brand promise. Marketing is so much more than people believe it to be. These days, no one wants to be sold to. If you aren’t offering something of value and constantly communicating with your audience and giving them native advertising that feels authentic and genuine, then you are doing something wrong. If you’re still marketing your business in the old sense of the word, it’s time to reevaluate your marketing. If you want to see immediate results: Let’s Meet!