Thursday, December 23, 2010

The 12 Pillars of Integrated Visibility - Number Four: "Marketing"

I have been writing about all "12 Pillars of Integrated Visibility" recently. The skills involved to create success in each area are rarely present within a single individual, and this is why so many companies fail to achieve the success they desire. There must be company-wide involvement to make it all come together.

The face of marketing has not changed as much as many have claimed. The buzz around social media, traditional and alternative media convergence, and societal shifts have lead many to think how we market our companies (and ourselves) is drastically different.

However, I believe that sometimes the more things change... the more they remain the same.

The definition of "Marketing" (according to is:

"the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling".

The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services.

While new marketing tools exist, the concepts and theories of marketing are still the same.

The definition is not focused on any one activity. Instead, marketing is a strategy, not a specific action. It is an integrated process through which companies build strong customer relationships and drive understanding for their customers and community with the ultimate goal of increasing sales.

Marketing is a mix of creative practices (including advertising, distribution and selling) and academics and science (social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience). Marketing begins with research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities.

Marketing does not happen by accident and is not successful if simply delegated to a single department or a "marketing person". Left brained professionals often think that there is a secret sauce and continuously replace the people hoping to find some of the marketing magic. Company executives must be involved in both the creation of the marketing plan, and in the actual execution if they want to achieve success.

Get involved in your marketing plan and create more business. Embrace marketing as an important part of your business.

Have A Great Day.


1 comment:

thomsinger said...


I had my first "brainstorming session" today. It was with a local lawyer whom I know well, as I have done some biz dev coaching for him in the past.

We kept to the 30 minutes each (The iPhone timer worked great), and we both walked away some good ideas to ponder. At one point I suggested something to which he said "WOW, I had not thought about that!" BINGO.

He helped me with some points to consider in being more targeted with my marketing efforts. Being "Intentional" in his actions this year was clearly his focus,... and that works for me too! It is good advice for all.

One down... nine to go.