humble marketing

Marketing is for building brands

Sure! But the larger impact of Marketing is upon the business itself

Building brands is the core role of Marketing, and the passion of marketers as well. Marketing also needs to be cognizant of what the brands are supposed to do for the business itself. Is the brand adding value to the business? Is it in line with the vision, mission and values of the organization? What needs to change – the brand or the business itself? Marketing has to be the strategic driver and enabler for the business itself.

Marketing is about advertising. And spending!

Advertise when you are ready. Get your facts right before you do! Spend when you are sure.

Marketing is not about advertising only. That’s just a small part. So are digital marketing, website SEO and other things. The first task is to understand who your consumers are, and how you will deliver upon a promise. Know the trade. And competition. Then you need to determine how you will make a difference in the life of your consumers. How you will reach them. Communication, and advertising – all that comes after.

Marketing is glamourous

Marketing can be glamorous. It is also a lot of hard work – data analysis, consumer checks and writing and rewriting briefs!

Marketing is about empowering the organization to take the right decisions regarding brands and source of business. A true marketer will spend time working on data, trying to understand quantifiable truths about consumption and brand performance. There is a lot of on ground work, listening to consumers. He/she will also “walk” the markets, understanding retail trade and sales trends. Often fruit of the labour is received only when hard work is put in this way. The good marketer will sweat and toil to see his/her brand succeed. Parties and awards come in only as recognition of such hard work.

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Seeking answers to the right questions:

• Who are we actually selling to? Understanding the target audience, or the right consumer, is the first answer we seek. This helps is guiding all subsequent steps.
• How brand positioning can help build business? How can we thrive in the midst of competition? Is your offering the same as others? Determining what gives you the right to acquire consumers will help you gain traction.
• How do you build Marketing capability? How do you put together a Marketing team? Does each role have a description, a set of key result areas and a clear career path?
• How can Sales and Marketing work together? How will you get the two arms working together, delivering more?