Inbound Marketing Strategy

The Purpose of Marketing

Brad Smith
August 12, 2011

Peter Drucker was a genius.

Seriously. I’m not exaggerating.

You can read any of his books today, and the lessons still apply.

He saw through the noise and narrowed in on the time-tested principles.

Drucker could phrase something a certain way and immediately capture it’s essence.

And marketing was no different.

In a world driven by mass-media advertising, he saw through it.

He understood what marketing is, and isn’t.

There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available…

Marketing isn’t advertising. It isn’t branding. Not promotion. Not sales. Definitely not social media.

What is it then?


Lighthouse
Image courtesy of andy.wolf

It’s everything.

It’s everything from the solution you provide, to the way you provide it.

Internet marketing focuses on the how.

It’s a way to respond to how people are now gathering, communicating, searching for information, and actively spending their time.

It’s a strategy to provide value and ask for attention in return.

It’s a way to create a presence, find your market, build an audience, and develop affinity.

When people are ready to buy, they’ll find you.

Image from andy.wolf, on Flickr



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