What is “marketing”?
Here’s the American Marketing Associationdefinition that was approved in 2007…
Marketing 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.
But I think we need a new definition. Something that is simple yet powerful. Something that makes us proud to be a “marketer”. And a new definition which reflects how things have evolved…
THE NEW DEFINITION OF MARKETING:
Marketing = Developing Connections
That’s it. Two words and it says all you really need to know.
In the new world of marketing – marketing is all about developing connections.
Think about it for a minute…
Every ad. Every promotion. Every launch. Every campaign.
It’s about developing connections.
You want the potential customer to connect with your advertisement or email.
You want them to connect with your message. You want them to connect with your company.
If they don’t connect – they don’t buy.
Marketing is no longer about persuasion or “tricking” people into buying (unfortunately, some people still do this), it’s about connecting on a deeper level.
MAKES MARKETING EASIER
When you make the subtle shift to connecting – it transforms your business.
You start to think about relationships. And long-term business. And creating programs and promotions that will blow your customers away.
Marketing becomes fun – and it becomes personal.
You no longer think of people as “sheep” or a “flock”, you see them as people. People you care about – and when you care about them (and they know you truly care about them), your business can’t help but grow. It’s the way of the universe.
When you write email messages you now do it with a big smile instead of stressing about “how can I get the most clicks?”.
You now create sales videos with a sense of joy – instead of dread.
Your enthusiasm becomes contagious. And it’s palpable. It can’t be ignored or avoided. Your customers now become your best source of new business because they spread the word.
Connect. Connect. Connect.
When you connect with your audience – everyone wins.
And that, my friend, is “marketing”.
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