What is Marketing?
Monday September 29, 2008 @ 09:34 PM
Isn't it bullshit? I was asked this the other day by a coworker. Traditionally, marketing was all about the price, positioning, placement, packaging, product and whatever other p word you could think of for a product/service.
Today in most Web businesses, marketing actually IS the business. This means that in addition to the marketing P's and other related activities such as sales, you need an entire team for support. Think about online companies that constantly win customer service awards. That's not a marketing department, but it sure supports the company in a marketing-related way. Or the Internet companies like Amazon.com that offer the "long-tail", meaning they offer just about every book a consumer could imagine...not just the bestsellers. In this case, Amazon's distribution business strategy is the driver. Same thing with Netflix. And these companies beat out the traditional favorites like Blockbuster and Barnes and Noble. Let's face facts, in today's online world, your business as a whole is your marketing.
Comments: Today in most Web businesses, marketing actually IS the business. This means that in addition to the marketing P's and other related activities such as sales, you need an entire team for support. Think about online companies that constantly win customer service awards. That's not a marketing department, but it sure supports the company in a marketing-related way. Or the Internet companies like Amazon.com that offer the "long-tail", meaning they offer just about every book a consumer could imagine...not just the bestsellers. In this case, Amazon's distribution business strategy is the driver. Same thing with Netflix. And these companies beat out the traditional favorites like Blockbuster and Barnes and Noble. Let's face facts, in today's online world, your business as a whole is your marketing.
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