7 Reasons Why Marketing is Important
Please accept my apologies for the long sabbatical. I have been called away to analyze statistics and have been buried under data. It has been brought to my attention that my posts are not long enough though I have always believed that less is more. Nevertheless, let me know if you like my content and if there is anything you want me to write about or share more on.
Today, let us elaborate on the importance of marketing.
In 10 years of running through marketing campaigns, strategies and coming up with new ones for clients, the common issue I have observed is: most clients don’t believe in the importance of marketing. In my earlier posts, I have carefully and thoughtfully written on the introductory topics and shared some case studies. Upon much consideration (very serious considerations), I have decided to share a summary and re-emphasize the importance of marketing.
- Marketing is key to every business
Every business has a product or service that they need to sell. With sales, come “targets”. In an ideal world, it would be great if sales increase on its own with zero marketing. Unfortunately, this is not the case in real life. Marketing comes in many forms. Even a simple call “hello” to a customer is marketing.
Marketing reaches out to new and old customers and increases the spread of “profit” – without this, businesses would be out of business. When you see an ad or an article or a flash of a brand or product or service, that is marketing. Whatever industry you are in, marketing is key. It encompasses what salespeople need to sell, what product managers need to improve or change in a product, which ad works and which doesn’t.
It shines the light on who and what is actually working.
- Marketing is not simple
The best people to come up with a marketing plan are marketers. Marketing is not just about coming up with something creative and hoping that it would go viral. It requires a long and tedious process of research and development. It requires vigilance and an eagle eye observation.
The process of getting the right formula for what works requires knowing one’s customers and database. The process includes collecting and sieving through data that might not seem important. The process requires being aware of the competition and what competitors are up to without copying or coming across as being similar (unless of course, one is lazy).
- Marketing is a discipline
In 10 years, “discipline” is something I hear about a lot. Yet, I’ve only really seen once or twice a year in my line of work. Working with so many clients, brands and companies, everyone is always racing against the clock. Is that really necessary? When I ask client(s) or even partners if they read the news, they all unanimously agree that they do… on Facebook. When I ask, how do you tell which is fake news and which isn’t? The most common answer I get is: look at the attention and how many likes or shares it has.
Well, Facebook news = pass the message via a telephone line. Ever played that game? Now, add in 100,000 people in between the source and you.
No. I am sorry but Facebook is not a source for news. Newspapers are. That’s how journalists and writers get paid; to write about actual news. This comes from data. This comes from the fact and the source itself. It requires discipline to read about what concerns you and your product/service, +/- 3 degrees of separation.
Having said all that, constantly working on marketing for a business or product even when there is no real visible need – that’s discipline. Remembering continous research and development and keeping competitive advantage – that’s discipline. Getting customer feedbacks for improvement on a product or service – that’s discipline.
That’s how effective marketing campaigns are designed.
- Marketing is more than just sales
Most marketers I have worked with have related marketing activities and campaigns to direct sales. A sale is an outcome of marketing strategies. BUT this must and should be categorized to short-term, mid-term and long-term.
Marketing is more than just selling stuff today. It is also building brand awareness and gaining confidence for tomorrow. It is also encouraging company culture and improving one’s product or service. It is a reflection of cost effectiveness of production or development.
It is the mirror no one really wants to look in.
- Marketing is more than just fluff
Fluff is the soft, loose pieces of fabric you find on your clothing or hanging on the loose ends of your furniture. Sometimes, you might find fluff in marketing as well. When you see repeated keywords for a campaign or a report; you know that’s fluff.
However, most marketing campaigns and strategies are not gimmicky or fluff. They are the hard work a team of dedicated, creative and passionate individuals who depend on the success of the campaign for security and job stability.
By now, I hope you can see the different processes involved in creating effective campaigns. While marketing is very broad and contains many different types of mediums, media, and methods, it is most definitely important for the success of every brand and business.
An example, look at Apple. This is great marketing. the 1984 ad was beyond brilliant and is still used as a case study for many design, advertising, and marketing courses all over the world. And, the ad is nearly 35 years’ old! Of course, the budget was huge but, it catapulted the brand to the next level: legendary. That is an example of a marketing genius: creating a brand that reflect brand superiority while maintaining “humble” beginnings.
When you examine the campaigns that work, you will realize, very few fluffy campaigns repeat itself or succeed the second time. The real ones, however, they go on, forever.
- Marketing is a science
I have written about this previously (ICYMI https://theyellowbug.com/effective-marketing-campaigns/) and I strongly believe still that MARKETING is a science.
And like every science – there is a working formula. In fact, there are many different formulae that works. Make sure you have the right team, the right agency and the right partners that will apply the right formula without a bottomless budget.
- Good marketing = less budget wasted
In my earliest post: https://theyellowbug.com/taking-marketing-actions/ I wrote about how trial and error leads to unnecessary waste of time and money. It is true. Sounds like common sense? BUT no! Most marketers believe what they do is right and that budget is well spent. Don’t believe, check the statistics, validate the results and compare the data.
Till next time,