Marketing in “ann land” is:
The real life actions of communicators to advise beliefs or actions in others. It is a blend of science and art. It is critical to note that marketing happens without intent.
Or, more simply: Everything Communicates.
Marketing is real life. Marketing is not a spectator sport. It changes every day because the beliefs and actions of those being communicated to change constantly – which changes the landscape of the communication, and often, its impact.
Marketing is not passive – it is the collections of actions taken by communicators.
Marketing does not change a thing. The very best marketing advises either a belief or an action to be taken. It is a mistake to measure marketing through changes in behavior or beliefs. Sometimes marketing reaffirms a belief or action – therefore no change takes place yet the message was successful.
Marketing is both science and art. Science has taught the good marketer much about reading data from a group of people. Trend data and tracking, psychological sciences, physiological sciences, all have contributed to significant understanding of human behavior. The art comes in because no one person is represented by the data – each human is unique. The action of reaching the emotional core of someone where decisions are made about beliefs and actions – that is art.
Marketing happens without intent, because
The absence of communication is sometimes as strong a communicator as a marketing message. Purposeful marketing is what most marketers are paid to do, however often much of a marketing professional’s time is spent fixing the places where marketing took place and wasn’t intended.