What Marketing Is All About?

Written by Naven Pillai

Marketing is the most precious connection between you and the people who buy what you sell.

There are many ways for this connection to happen;

  • By online
  • By phone
  • By mail
  • By reading
  • By hearing

The connection will remain till your customer get enticed by your competitor with aggressive marketing tactics. But if you’re aggressive in retaining your customers, the connection will remain strong.

As an aggressive marketer, you know the efforts taken and the silly things done in winning your customer. And you don’t want to lose that precious customer no matter what. You need to realize and understand the important element that keeps the connection strong which is – the entire experience felt by the customer.

You need to remind yourself of your primary duty towards your customer: Make sure your customer has the most precious, satisfying and unforgettable customer experience. When you manage to do that, you’ve mastered marketing and accomplished your task as a successful marketer.

It might sound easy, but you need the right strategies and systematic formula to create competitive advantage. There are many marketing strategies proposed by researchers and scholars. In my opinion, it’s all effective, but choose the right one that works for you.

The marketing journey begins the moment that you have a product or service to sell to a targeted consumer or business market. In that crucial moment many questions will arise:

  • What will be the name of the product/service I want to sell?
  • Where can people purchase it?
  • How much can I sell it for?
  • How will customers pay for it?
  • How much will it cost to produce it?
  • Should I create a website to sell it?


Trust me. There are no specific answers to these questions. The way you market changes overtime and you need to adapt to the current marketing trends to be in the game. For instance, 20 years back the offline marketing tools were dominating as the online revolution was at its starting point. But now, if you’re not marketing your product online, you’re out of the game as the consumer market is online today with the rapid growth in technology.

As an agile marketer, you need to have the ability to adapt to changes.  There are two other principles you should adhere to be a successful marketer. Firstly, you need to have the ability to perform according to a very simple marketing plan. Most of the marketers can do that.

The second principle is to be committed to the plan while consistently executing the plan. Not everybody can do this. In this fast moving era, everyone expects a quick fix, quick answers which never happens. Even if it happens, only for a short period of time. People want a quick result, quick profit, which don’t happen. When their expectations are not met, they abandon their plan. And then they complain that marketing is not working for them.

I hope you’re not one of them looking for quick fix.

No matter what you want to sell, marketing will work for you. Only when you do it right and have the patience to see the results.

Marketing strategies have helped small businesses and large businesses to succeed because:

  • The complex topic gets simplified.
  • It works when the right things are done.

Marketing efforts often overlooked as an easy task. As an agile marketer, you should not overlook them. In the past, marketing often described as lies attempted by organizations to sell their products and services to their customers.

However, today marketing is the truth. Consumers are more intelligent today. They go through different sources to find out whether the product or service being marketed to them is genuine. You will fail miserably if you want to create marketing campaigns with gimmicks as the consumers are not falling for it anymore.

Do you know why many people fail to understand marketing?

They fail to acknowledge marketing as a process. There is no end for marketing as it is a continuous process unless I decide to close down your business.

Some of them fail to look at marketing as a business unit. They look at it as an art as it involves advertising, content writing, videos, illustration, photography. Come on. You’re not an artist, you’re a marketer. Your focus should be increasing your business revenue.

It’s not about the applause and awards you get along the way, it’s all about the growth, revenue, and profit that you’ve steadily increased over the years. Most marketers fail to focus on the most important aspect of a business once they are complimented for their artistic work.

Marketing hardly works immediately. You can ask anyone. If you’re new brand and looking to disrupt your market, it takes time to win your potential customer’s trust. If you’re reading this article and don’t have the patience to see your marketing efforts work, I will regret writing this article in the first place.

Marketing is your biggest opportunity to get in front of your potential customers. You should educate your potential customers on how your products or services can help them achieve their goal. The goal can be losing weight, earn more money, improve a relationship, start a business from scratch, to last longer on bed and marketing is the best tool to show these people on how you can help them solve their problems.

We are living in the era where people are looking for information. Give away free information in the form of articles, e-books, infographics, videos or podcasts to help your target market to solve their problems.

Although you are a marketer, you need to wear different hats. You need to portray yourself as a problem solver. Your products or services should solve the problems your target market is facing.

I have mentioned that you should not be an artist earlier. Nevertheless, I have to admit that marketing requires the element of art to be appealing to your target market. It does not mean I’m encouraging you to be an artist. Just be an agile marketer and use marketing as an art to persuade your potential customers to tackle their problems your away. Create the trust factor among your customers and follow your way to solve their problems and make their lives easier and happier. As a successful marketer, you should focus on doing whatever it takes to solve the problems encountered by your customers.

Before moving on, I want to stress something here and make you clear about one thing. Am I telling you marketing is an easy task? I’m not. Marketing is not easy.

There are many exciting things about marketing. Marketing is efficient, effective, creative, and allows you to do the right things to grow your business. You need to work hard and smart at the same time to be successful at marketing.

I’m not asking you to be workaholic. And you don’t have to work your ass off to grow your business. You need to learn how to hire the right people to work on marketing efforts by providing the right training.

You can’t run a one-man show when it comes to marketing. You might have sufficient knowledge about marketing but you can’t do everything by yourself. Focus on what you’re good at. Assemble the right people who can deliver exceptional customer experience.

There should be a smile on your face when you see the revenue and profits. Marketing affects your branding, and most importantly, the experience your customers have with your brand.

I’ll stop here. Just start doing the right things with marketing,

I will share workable strategies and tips in my upcoming articles.

I value your feedback. Whether its positive or negative, please do leave your feedback by commenting below.

About the author

Naven Pillai

Founder of Freelancewave & Digital Marketing Analyst at Exposureville. You can find me online, tweeting about current trends in the digital marketing industry, or playing Football Manager. Winners are not people who never fail, but people who never quit.

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