Many see marketing as a medicine. Many business owners take a reactive approach to when something goes wrong and see marketing as a solution – AND although this can be ‘just what the doctor ordered’ it’s not the best marketing approach.
Instead of being medicine, marketing endeavours are better suited to the analogy of nutrition. You eat to not just maintain your health but to fuel every function of your body. In business, marketing aids all parts of business in a very similar way.
This approach to marketing may seem a little odd and if that’s the case, you may be using marketing and advertising as interchangeable words – when in reality, although related words, they do not mean the same thing. By definition, marketing is the business of selling products or services and covers topics such as market research and advertising. In short, marketing is the strategy around how you operate your business, and advertising refers to the end deliverables, such as social media, email, and print.
This distinction is hugely important because during tough times it’s imperative to think like a marketer, not just an advertiser. By thinking like a marketer you are analysing your business to identify areas to pivot, and then using advertising to communicate this to those who need to know.
If you need assistance pivoting your marketing strategy to suit the current landscape or advertising that correctly communicates your changes – schedule a call with Identity Marketing.