Marketing Myth Number 1: Marketing is Just Another Word for Advertising
< P > T h i s i s p e r h a p s t h e m o s t c o m m o n m a r k e t i n g m y t h a n d m u s t b e d e b u n k e d r i g h t a w a y i f y o u h a v e a n y h o p e o f a c c o m p l i s h i n g y o u r b u s i n e s s g o a l s . < / P > < P > A b e l i e f i n t h i s m y t h n e c e s s i t a t e s a v i e w o f m a r k e t i n g a s a t a c t i c a l f u n c t i o n r a t h e r t h a n t h e s e r i e s o f c r o s s - f u n c t i o n a l p r o c e s s e s , a p p r o a c h e s a n d a c t i v i t i e s t h a t i t r e a l l y i s . Y e s , a d v e r t i s i n g ( m a r k e t i n g c o m m u n i c a t i o n s ) i s a n e s s e n t i a l c o m p o n e n t o f y o u r o v e r a l l m a r k e t i n g p l a n , b u t i t i s n o t T H E p l a n a n d i d e a l l y s h o u l d a c c o u n t f o r o n l y 1 - 2 % o f y o u r e n t i r e m a r k e t i n g e f f o r t s . I f y o u d e v o t e a l l o f y o u r a t t e n t i o n a n d e f f o r t s o n a d v e r t i s i n g a c t i v i t i e s ( e . g . a d c o p y , s a l e s c h a n n e l s , w e b s i t e s , m e d i a , e t c . ) y o u r e p u t t i n g t h e c a r t b e f o r e t h e h o r s e a n d a r e m i s s i n g c r i t i c a l i s s u e s t h a t m a y b e h a v i n g a n e g a t i v e i m p a c t o n y o u r b u s i n e s s . < / P > < P > A d v e r t i s i n g s h o u l d n e v e r b e s u b s t i t u t e d f o r t h e m a r k e t i n g p r o c e s s a s a w h o l e . N o a m o u n t o f a d v e r t i s i n g i s g o i n g t o m a k e u p f o r s h o d d y w o r k m a n s h i p ; r u d e e m p l o y e e s o r a n u n p l e a s a n t c u s t o m e r e x p e r i e n c e . I t s l i k e b u i l d i n g a h o u s e o f c a r d s i t m a y h o l d u p f o r a l i t t l e w h i l e , b u t i t m o s t c e r t a i n l y w i l l c o m e t u m b l i n g d o w n . < / P > < P > Y o u v e h e a r d o f t h e d o m i n o e f f e c t , y e s ? I f a l l o f t h e d o m i n o s a r e s e t u p c o r r e c t l y t h e n o n e p u s h a n d t h e y w i l l a l l f a l l i n t o p l a c e a c h i e v i n g t h e e x p e c t e d r e s u l t . I t a l l b e g i n s w i t h t h a t f i r s t d o m i n o i t s e t s u p t h e c h a i n r e a c t i o n f o r a l l t h e r e s t . M o r e o v e r , i f a n y o f t h e o t h e r s a r e o u t o f p l a c e t h e o n e s a f t e r t h a t w i l l n o t d r o p . T h i s c o m m o n , b u t v i v i d a n a l o g y c l e a r l y d e m o n s t r a t e s h o w o n e e l e m e n t c a n s i g n i f i c a n t l y a l t e r r e s u l t s . < / P > < P > T h e m a r k e t i n g f u n c t i o n c a n b e b r o k e n d o w n i n t o t w o d i s t i n c t p a r t s S t r a t e g i e s a n d T a c t i c s . S t r a t e g i c m a r k e t i n g d e f i n e s w h o y o u a r e I t s p e l l s o u t h o w y o u d i f f e r f r o m y o u r c o m p e t i t o r s s o t h a t y o u r p r o s p e c t s a n d c u s t o m e r s c a n m a k e w i s e c h o i c e s . A d d i t i o n a l l y , i t s e r v e s a s t h e w o r k i n g f o u n d a t i o n f o r y o u r e n t i r e c o m p a n y . I t i s t h e c o n t e n t o f y o u r m a r k e t i n g m e s s a g e : w h a t y o u s a y , h o w y o u s a y i t , a n d w h o y o u s a y i t t o . < / P > < P > T a c t i c a l m a r k e t i n g ( A d v e r t i s i n g , P r o m o t i o n s , S a l e s M a t e r i a l s , e t c . ) i n v o l v e s t h e c o m m u n i c a t i o n o f y o u r s t r a t e g i c p l a n . I n o t h e r w o r d s , i t i s t h e v e h i c l e ( s ) f o r d e l i v e r i n g y o u r m e s s a g e . < / P > < P > S t r a t e g i e s a n d t a c t i c s w i l l b e d i s c u s s e d i n m u c h g r e a t e r d e t a i l i n C h a p t e r s T h r e e t h r o u g h S e v e n . < / P > < P > B o t t o m l i n e : Y o u c a n n o t a d v e r t i s e y o u r w a y t o s u c c e s s . I f y o u c h o o s e t o t e l l t h e p u b l i c h o w g r e a t y o u a r e m a k e y o u r s e l f g r e a t f i r s t . T h e q u i c k e s t w a y t o k i l l a b a d p r o d u c t , o r b u s i n e s s , i s t o a d v e r t i s e i t . < / P > < P > C l a s s i c S y m p t o m s o f a M y t h # 1 B e l i e v e r < / P > < P > T h e y < / P > < P > I g n o r e e s s e n t i a l r e s e a r c h , a n a l y s i s , a n d p l a n n i n g < / P > < P > A c t l i k e a " s h o w h o r s e " i n s t e a d o f a " p l o w h o r s e " < / P > < P > T h i n k / S a y t h i n g s l i k e , " a d v e r t i s i n g w o r k s " o r " y o u c a n m a k e a f o r t u n e o n t h e I n t e r n e t " < / P > < P > D o n t b e l i e v e i n g i v i n g a n y t h i n g a w a y f o r f r e e < / P >
Author: Mary Eule
Author Bio:
Mary Eule is a proclaimed scripter. Mary likes to write articles about this topic.
PC Pro Computer Services
Computer Repair in San Antonio, Texas. In home, on site computer repair, service. Computer help in all areas to include virus and spyware removal, upgrades and tutoring.
Learn Italian Language Online
ILUSS offers offline and online access to a wide variety of learning material from beginners to advanced level. Designed for individual studies, as a preparatory course, to integrate existing courses, for maintaining acquired Italian language skills.
North Country Organics
Manufacturer of natural fertilizers, soil amendments, and environmentally compatible pest controls.
Online Colleges, Online Degree Programs
JustColleges provides a list of colleges and universities across the world including colleges that offer online degree programs. Also included are articles on financial aid, college admissions, test preparation and essays.
