According to the American Marketing Association (AMA) Board of Directors, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.” Marketing is the messages and/or actions that cause messages and/or actions. Jay Baer – President, Convince & Convert. Author with Amber Naslund of The Now Revolution Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services. However, since the emergence of digital media, in particular social media and technology innovations, it has increasingly become more about companies building deeper, more meaningful and lasting relationships with the people that they want to buy their products and services. The ever-increasingly fragmented world of media complicates marketers’ ability connect and, at the same, time presents incredible opportunity to forge new territory. Julie Barile – Vice President of eCommerce, Fairway Market Marketing includes research, targeting, communications (advertising and direct mail) and often public relations. Marketing is to sales as plowing is to planting for a farmer—it prepares an audience to receive a direct sales pitch. Mary Ellen Bianco – Director Marketing & Communications, Getzler Henrich & Associates LLC Marketing is an ongoing communications exchange with customers in a way that educates, informs and builds a relationship over time. The over time part is important because only over time can trust be created. With trust, a community builds organically around products and services and those customers become as excited about the products as you are — they become advocates, loyal evangelists, repeat customers and often, friends. Marketing is a really great way to identify what grabs people and gets them excited about your brand and give it to them, involve them in the process, and yeah, the best part, build great friendships in the process. Renee Blodgett – Chief Executive Officer/Founder, Magic Sauce Media Professor Philip Kotler explained that marketing was “meeting the needs of your customer at a profit.” For me that definition extends beyond just communicating product features. Marketers are responsible for a 360-degree experience. For example, in the social media world, a customer’s Twitter needs may differ from her needs to “play with the brand” in terms of a social game promotion. Every customer touchpoint from customer service to sales to accounting and more are part of the “new marketing.” Toby Bloomberg – Bloomberg Marketing/Diva Marketing Marketing when done well is (a) the strategy of the business – its value proposition, go to market strategy, and brand positioning and image to the world. Marketing when not done well is (b) an endless checklist of advertising and promotional to-dos that can never be completed. Marketing in the twenty-first century must be (c) largely, but not entirely, measurable and accountable around driving business goals. Marketing when done brilliantly is driven by (a) includes a small, disciplined subset of (b), and is steeped in a culture of (c). Matt Blumberg – Chairman and Chief Executive Officer, Return Path Marketing is the process by which a firm profitably translates customer needs into revenue. Mark Burgess – Managing Partner, Blue Focus Marketing Intuitive by design, marketing matches the right message/cause to the right person. Finding someone who has a personal connection with your product, service or cause in a way that is unobtrusive and inviting. Marketing can be as simple as networking at an event or as complex as a multi-million dollar global campaign that integrates print, digital, PR, social media and broadcast delivering a specific message with one unified goal. Some of the best marketing outcomes come from the simplest initiatives. Keeping it simple is sometimes the best strategy. Lisa Buyer – President and Chief Executive Officer, The Buyer Group Marketing is building your brand, convincing people that your brand (meaning your product/service/company) is the best and protecting the relationships you build with your customers. Marjorie Clayman – Director of Client Development, Clayman Advertising, Inc. Marketing is meeting the needs and wants of a consumer. Andrew Cohen – President, The A Team (Disclaimer: I’m not related to Andrew.) In line with the firm’s business goals, marketing attracts consumers’ scarce resources, attention and disposable income, to drive profitable revenues. Marketing is the process of getting a product or service from a company to its end customers from product development through to the final sale and post purchase support. To this end, marketing strategy consists of business goals, target customers, marketing strategies, marketing tactics and related metrics. As a function, marketing extends across the customer’s entire purchase process including research, engagement, purchase, post-purchase (including supplemental support and returns) and advocacy. Heidi Cohen – President, Riverside Marketing Strategies Marketing is creating irresistible experiences that connect with people personally and create the desire to share with others. Saul Colt – Head of Magic, Fresh Books Marketing is how you tell your story to attract customers, partners, investors, employees and anyone else your company interacts with. It’s the script that helps users decide if they’ll welcome you into their lives as a staple, nice-to-have or necessary annoyance. It’s the way that everyone interacts with your brand. It’s impression, first, last and everything in between. Jeff Cutler – Executive Vice President and General Manager, Vitals Marketing is products that don’t come back and consumers that do. Steve Dawson – President, Walkers Shortbread Inc. Marketing is making connections between customers with your products, brand(s) and business, such that they are likely to buy from you. Or as Regis McKenna said, “Marketing is everything.” Sam Decker – Co-founder and Chief Executive Officer, Mass Relevance Marketing has little to do with the service provider and everything to do with the customer. Marketing educates and engages the customer, satisfying their needs while simultaneously positioning the service provider as a trusted advisor and source. Good marketing is a two way street. Great marketing understands what the customer wants and gives it to them. Shennandoah Diaz – President and Master of Mayhem, Brass Knuckles Media Marketing is delighting a consumer, customer and/or user to achieve a profit or other pre-established goal. Steve Dickstein – Chief Executive Officer, Hugo Naturals Marketing is essentially involved in outward communication, in promoting the corporate goals of the company it is serving. It is the process through which companies accelerate returns by aligning all communication objectives (advertising, marketing, sales, etc), into one department to more efficiently achieve the overall corporate goals. Antoine Didienne Marketing is branding, naming, pricing, and the bridge between paid and earned media. It is NOT sales. Gini Dietrich – Chief Executive Officer, Arment Dietrich, Inc. Marketing today is finally customer-focused. Social media made that happen. Markets are once again conversations. Marketing is about knowing the market, creating the right product, creating desire for that product and letting the right people know you have it. The old adage that says, “If you build a better mousetrap people will beat a path to your door” doesn’t hold true without marketing. You might indeed have a better mousetrap, but if people don’t know you have it, and they don’t know where your door is, there will be no path beating and no conversation going on. Sally Falkow – APR, PRESSfeed Marketing is helping people buy your product or service. Jason Falls – Social Media Explorer Marketing is the business’ play-maker. As with successful hockey franchises, the most valuable player is not always the player who scores the most goals but the player who creates the play that allows others to score (think Gretzky, Crosby or Orr). A great marketing team assesses the brand’s playing field, quickly captures their competitor’s position, strengths and weaknesses, maps it against their team’s position, strengths and weaknesses and puts the puck on the stick of the salesperson with the greatest opportunity to score.” Sam Fiorella – Web/Social Media Strategist, The Social Roadmap Marketing is the act of developing an engaging relationship with every single human being that shows an interest in you. Paul Flanigan – Consultant, Experiate.net Marketing is the process of exposing target customers to a product through appropriate tactics and channels, gauging their reaction and feedback, and ultimately facilitating their path to purchase. Dr. Augustine Fou, Founder, Marketing Science Consulting Group, Inc. Marketing is the process of building relationships with prospects and customers so that you can profitably develop and promote products and services. Chris Garrett – Chrisg Marketing is the word we use to explain how we encourage people to buy our products. If it’s going to work in a big way, there needs to be a strategy or big idea to whet peoples’ appetites for what we’re selling. When we’re marketing, we begin with a plan: objectives, strategy and tactics (how we implement the strategy). It’s a process that helps companies build relationships with prospects and customers and creates unique value for them…when it’s done right. Lois Geller – President, Lois Geller Marketing Group, Author of Response! The Complete Guide To Profitable Direct Marketing Marketing should be channel agnostic, data driven and customer-centric. This provides measurable results leveraging the marketplace at large; responding to consumer/business interests and needs. Sue R.E. Germanian – Senior Vice President and Chief Communications Officer, DMA Marketing is the conversation between a company or brand and a consumer that ultimately leads to brand recall, preference or a transaction. In today’s socially networked world, that conversation is being disintermediated by word of mouth referrals. Traditional marketers will have to work harder to get ahead of and to influence this trend. Josh Glantz – Vice President and General Manager, PCH Online-Publishers Clearing House Marketing is a way to connect what products and services you have to offer with customers who want and need such products and services. It is multi-faceted, starting with researching your target market and how best to deliver the message to coming up with a plan to execute your promotion via various marketing media. The goal is to develop a strategy to create, price and distribute your products and services for an exchange that will satisfy both your and your customers’ objectives. It is an ever evolving process – always evaluating that your message still meets the needs and wants of your market. Trish Green – Executive Vice President, Head of Marketing, Student Funding Group, LLC Marketing is ultimately responsible to create enterprise value via the brand, the face of the business strategy. To do so, marketing identifies the target, attractive high growth segments. Marketing drives the organization to define the single minded, differentiated brand value proposition and deliver on it every single day across every touch point. Marketing ensures the delivery of a compelling, differentiated offer to that target and proposition. And, marketing measures and improves the consumers/businesses/partner satisfaction, and the brand health and strength. Marketing is the single point of accountability for growth, identifying and delivering on new customers, new offerings & new market profitable growth. Cathy Halligan – Senior Vice President Sales & Marketing, PowerReviews Marketing is anything you create or share that tells your story. Ann Handley – Chief Content Officer, MarketingProfs, Author with C.C. Chapman of Content Rules With a good product, marketing can all be boiled down to education. Effectively educating people about any good product will create the desire needed to produce action. Jeffrey Harmon – Chief Marketing Officer, Orabrush Marketing has to examine why you’re in the game and ask the tough questions. Next, there has to be a plan—and it must be tied to specific sales expectations –clear conditions of satisfaction. Passion is not a substitute for planning. Remember, buzz is NOT sales. Tension is good. Good healthy debate causes tension and moves your group forward. Take risks and don’t be afraid to make mistakes. No one ever died because of a marketing campaign. If you want to grow you’ve got to get out there. Get your business into a new stratosphere. Jeffrey Hayzlett – The Hayzlett Group, Author of The Mirror Test Marketing is about knowing the customer (whether current or prospective) so well that there is no question I will read your newsletter and share it with your friends, that I will carry a frequent buyer card in my wallet, and that I already interact on your Facebook page. Ari Herzog – Policy and Communications Specialist Marketing is the umbrella term covering research, branding, PR, advertising, direct response, promotions, loyalty, demand generation, etc. Anne Holland – Publisher, WhichTestWon Marketing is defined as we help people sell more stuff. Joey Iazzetto – President, UniCom Marketing Group Marketing is the art and science of creating, delighting and keeping customers, while making a profit and building enterprise value. Marketing integrates, formally or informally, many disciplines and every organizational function. Marketing should embrace the highest ethical standards, respect the environment, and strive to make the world a better place. Max Kalehoff – Vice President of Marketing, Clickable Profitable marketing is reminding likely-to-buy prospects of the value of your products/services in meeting their needs, over and over, at an acquisition cost lower than your allowable acquisition cost. Jerry Kaup –
Posted on: Wed, 10 Jul 2013 00:46:05 +0000
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