Marketing is just marketing, right!

No, marketing is not just marketing, alright! 

This got me riled.  Can you tell?

This comment made at a leadership meeting of a former employer, by a so-called ‘experienced business consultant’ was a complete disrespect of the practice of marketing to support business growth. Not to mention years of professional training.  So let me explain, with some simple definitions, why marketing is not just marketing, rather a unique set of disciplines that has spawned an entire industry of experts in their field. 

Market Research

Part of starting a business should be the process of collecting, analysing and interpreting data about your chosen sector – the market in which you operate, competitive environment, potential target audience, the potential risks and threats, in order to assess your market opportunity.

Marketing Strategy

As part of your business plan, you will need a long-term strategy for achieving your business growth goals by understanding the needs of customers, the problem you are trying to solve to help you define your mission, build your brand values and create a distinct and sustainable competitive advantage.

Marketing Planning 

A marketing strategy is the foundation of a well-written marketing plan so that goals may be achieved. It is a tactical document that details the marketing actions your business will take and little use to a business without a solid marketing strategy.

Marketing Communications

A communications plan outlines the use of different marketing channels and tools in combination and focuses on how businesses communicate a message to a desired target audience. It should be part of your marketing segmentation strategy, with regard for how different people might be communicated to with relevant messaging to support your business growth goals.

Advertising

Advertising is the practice of drawing attention to a product or service. It can be part of a mass awareness/launch strategy. It used to be referred to as ‘above the line’ and was linked to broadcast channels like TV and billboards, but it’s expensive and difficult to measure effectiveness.  Digital advertising is a form of advertising that can be measured.

Direct Marketing

Direct communication to pre-selected target audiences (think direct mail, door drop, email marketing, specialist press), with a direct response mechanic so that effectiveness can be measured.  Also known as direct response marketing or ‘below the line’ and once considered the less sexy little sister to Advertising.  This is where I started my career, working for a leading London Direct Marketing Agency that went onto be a global player.

Digital Marketing

Digital marketing is part of your marketing mix that uses online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to help you reach your marketing objectives. It includes email marketing, social media marketing, website marketing, paid & organic, website marketing & SEO.

Social Media Marketing

The practice of using social media channels to communicate with your target audience.  But not everyone hangs out on social media, or if they do, not necessarily on all channels, so tread with caution and use only as part of your digital marketing strategy. 

Website Marketing

The strategic promotion of a website to drive relevant traffic to the site. The goal is typically to attract people who may be interested in your products or services. More traffic coming to your website means more opportunity to put your value proposition in front of potential customers.  This can be achieved through SEO, email marketing, online advertising, backlinks & referrals, offline publicity with QR codes to name a few.

Public Relations

The practice of managing and disseminating information to the public in order to influence public perception. Oftentimes bundled as Press & PR, public relations and publicity differ in that PR is controlled internally through well-crafted storytelling that is pitched to press, whereas publicity is not controlled and can be good or bad.  The practice of nurturing media relations can help tip the balance and crisis communications may result from an internal communications team to combat ‘bad press’. There is a blurred line between PR & content marketing/social media marketing as PR agencies are moving towards demonstrating their effectiveness by measuring clicks not column inches in tandem with press moving online.

So there you go, my way of explaining why marketing is not just marketing and that there are many different disciplines that feed into the science of marketing.  The challenge as a business owner is understanding what you need to grow or pivot your business and where you are on your marketing journey.  Once you know what you need, engage with the right professional to help you on your way. 

This one’s for you GM!