Why Marketing is Not Sales & How It’s Totally Different!
From time immemorial the Term “ Marketing” has been used everywhere but what is it actually?
It comes with a variety of flavors based on your target audience, media platforms & business.
Therefore, it’s no surprise that marketers define marketing as what they do differently to catch the attention of their audience for their business.
As Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures, and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”
This article is for marketing beginners, entrepreneurs & all those who want to know what marketing actually is & what marketing is not.
Let’s start by knowing the “Fundamentals of Marketing”
So let’s break a big myth here that marketing is based on science & not on creativity, marketing starts even before creating the product by understanding the customer needs that leads to creating a good product.
Marketing is about sending the right message, to the right people, on the right platforms, at the right time using the right tools & techniques.
It’s not only about acquiring new customers but it’s about keeping an existing customer happy by communicating with them so that they remain customers for a lifetime.
We often think marketing is about selling or pushing your product in creative ways through different platforms but we often forget that marketing is not sales.
Sales are mainly defined as the exchange of a commodity for money, or the action of selling something. Marketing, Marketing as defined by American Marketing Association, is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Marketing is mainly categorized into the timeless 4 Ps of marketing –
- Product – The good or service which is being offered to the end-user or customer.
- Place – The multi-channels of distribution.
- Price – The understanding of profit margins, different pricing strategies, competitor’s price &, etc.
- Promotion – Driving exposure of product through marketing & communication.
Marketing is a focused communication that helps influence consumer & customer spending, identifies the target audiences, and enhances a company’s reputation.
Marketing is understanding your so customer so well like a close friend & create a product that fits them & then the sales happens naturally.
The sole purpose of doing marketing is to build a brand & capture a position in the minds of your consumer.
Now Let’s talk about the difference between “Traditional Marketing” Vs “ Digital Marketing”
How do you think all the marketing started in the first place & evolved in its initial stages. It, all started with the conventional method of marketing using print ads on newspapers & magazines, bold voices on television, radios & billboards by the roads.
On the other side, Digital Marketing started gaining momentum nearly from the year 2000 as the inbound marketing started growing up through SMS messaging, new search engines like google, yahoo & Msn also with blogging. Digital marketing has evolved immensely with every passing day since then.
That being said both traditional & digital marketing has evolved hugely which can be seen in the below pictures.
Traditional Marketing in 21st Century –
Digital Marketing in 21st Century-
Both these marketing methodologies of traditional & digital has their Pros & Cons too –
Pros & Cons of Traditional Marketing – If a product is very generic with a very wide targeting, TV Ads & others can reach millions at a low cost.
Pros & Cons of Digital Marketing- Digital marketing is the best medium to reach your target audience now as we are well & truly living in the Internet age.
Digital Marketing channels Includes social media, website, content marketing, affiliate marketing, Inbound marketing, email marketing, PPC(Pay per click) & Search Engine Marketing.
Have you heard about the “ CATT” marketing funnel?
The CATT marketing funnel stands for- Content, Attention, Trust & Transaction.
It is the most result oriented & proven technique for your success in your niche, Once you have selected your niche within a hungry market then you start listening to the problems people are having in that niche & you solve their problems by providing your products & services to make sales happen naturally.
There are 3 major factors for selecting your niche which is passion, talent & market, In short, the niche you have selected should be a combination of all 3 It should include your passion & talent and there should be a market demand for it where people are searching for your products & services.
Coming back to the CATT funnel, Let’s discuss the 4 components-
Content– Creating content that fits the market to solve the problems of your target audience.
Attention– Now once you have created your unique content its time to drive attention & traffic to your content through different techniques like doing organic marketing through creative posts & videos on different social media platforms & peer to peer networks, doing SEO to rank your content in Google & other search engines, doing paid advertising to drive traffic to your content.
Trust- So the next step towards this funnel is building trust among your target audience this is the most crucial of all because once you have to build your trust in your niche your sales/transaction will happen very naturally.
Trust is created where value is created to solve an existing problem of your target audience in their budget.
When we over-deliver value among our target audience the trust factor is boosted much more & word of mouth marketing starts to happen where people start recommending your products & services to other people.
Transaction- Now when you have built good trust in your target audience, It will not be so difficult to convert your leads into sales it will happen naturally as your customers have already faith in you that your products or services will provide value to them.
As a company or a personal brand, you need to keep giving value & build trust over & over so that they fall in love with your products & services & become a lifelong customer.
Now Let’s look into another important Strategy for your success.
Integrated Digital Marketing
It’s a combination of various digital marketing methods, All these various components such as email list, sales social media, search engine, ads & Quality Content in the center being the leader of Integrated Digital Marketing Process Flow.
Each one of the above components serves a unique function from the above flowchart.
So many people try pushing their products into the marketing through different marketing methods but to optimum use of “I.D.M” you need to use all the components simultaneously, Such as organic SEO, Email marketing, doing a sales pitch, social media marketing, Paid Ads.
It becomes easier for your target audience to remember you as a brand subconsciously when you use all the channels together.
THE S.A.V.E FRAMEWORK -The New 4 P’s
We read about the 4p’s of marketing but with the passing time a lot has changed since the invention of 4p’s in 1960 and one of the main reason for the change is “The Advent of the Internet” this has created many new ways to attract customers for any type of business and now with more people than ever finding local companies on the web.
In the current scenario whatever is your niche, you have selected customers there don’t just want to know what your product is, how much it costs & where it is available to buy but they want to connect deeper to understand how your products & services will benefit them in longterm & also in short term.
Let’s see how this S.A.V.E framework can make your customers get that understanding of your products & services.
Before diving deep into the details let’s not totally discard the idea of using the original 4p’s i.e. (Product, Place, Price & Promotion) but we should use it as a foundation for new improved frameworks to build as per the current market.
Product Becomes Solution- Your target audience won’t care about your efforts for making how good your product is until & unless it’s providing a solution to one of their problem statement.
Place Becomes Access- As we are living in the age of the internet the 2nd P is immensely complicated due to this, those days are gone where the only source of communication to a brand was through phone & mails.
In this digital age, your customer is more concerned about how easily they can have access to your company. It’s about putting your customers first & making sure that they can easily access your business online.
Price Becomes Value- When we emphasize more on the value your product is bringing to your customers’ lives so the shift goes from sales to what value your product is providing to your customer’s problems.
Promotion Becomes Education- Educating or Creating brand awareness about your products & services.
When you educate & create awareness strategically to your customers you can build trust with your customers so that they will be more likely to buy from you when the right time comes.
The Secrets of Personal Branding- MassTrust
When you have a strong personal brand it’s easy to do natural sales for your products & services but the question is how do you build your personal brand?
Here is a six-step formula you can inculcate right now if you want to build your personal brand.
Learn- Learning never stops in life & curiosity builds the interest to keep learning new things, learn new skills from time to time to keep yourself updated in your niche.
Work- So now you have learned a new skill/talent which you are passionate about so start working on it by executing the things learned either in a corporate job or doing different projects as a freelancer.
Blog It out- So to create social proof start blogging your experience & challenges and the new upcoming things on your market, creating content will build trust for your personal brand.
Consult- Now when you have mastered a certain skill or you are 6 on 10 in a skill you can start consulting others who are just starting & if you are an expert then you can also consult big brands.
Mentor- Mentor others who have just started to learn things in your niche create products & services that will help them learn things faster & better this way you can build your community & keep growing it.
Startup- The final stage as you have gone through each & every phase of this growth cycle of personal branding you build your own empire with your products & services and start offering it to your target audience.
So this was a long blog walkthrough of marketing its invention & strategies and how it has evolved with the passing time.
I hope I added some value to your knowledge today about marketing.
If you have any questions or queries comment down below & I will be happy to answer them.
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