How To Start A Sports Podcast latest 2023

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So, What is Marketing?

We noticed that on a well-known marketing website there was an article with a similar title – what is marketing? This is a very good question and the answer usually ends up (as in the aforementioned article) in many tactics, like advertising, brand management, sales, service, pricing, email marketing , etc. It’s a good start, but far from complete.

And this is one of the problems of the web. There are many websites with people claiming to be knowledgeable about marketing. In fact, if you go to search engines like Google and type in marketing, you’ll get over 16,000,000 web pages! At a time when you have so many people claiming to be marketing experts, it’s hard to even know what marketing means.

Marketing is not a tactic

When most people think of marketing, they think of marketing tactics. People associate marketing with tactics, in part because they’re fun. Advertising is fun, promotions are fun, so are email campaigns and all the other similar tactics. But tactics, although the most salient aspects of marketing, are similar to sports tactics. They are very important, but useless without a solid knowledge base.

And the same goes with marketing. Marketing is much more than a tactic. Marketing is analysis, and a solid marketing strategy is based on that analysis.

Marketing is all about customers

What type of analysis are we talking about? Well, customer analysis, for example. Having a solid understanding of customers means having a solid understanding of how customers behave, their motivations, their perceptions, and their preferences. This means segmenting the market properly and not the way most companies think of segmentation (if they ever do).

It means having a deep understanding of their attitudes, knowledge and emotions. Without having this knowledge, marketing tactics just blow in the wind. You’ll hope the tactic works, but have no idea if anyone would care or listen.

Added competitive analysis

We rarely see marketing sites dealing with competitive analysis (we do!). Marketing is also about understanding the competition. But not just list who the competitors are. This means thinking about their competitive reactions, goals, and capabilities. It also means understanding the competitive forces in an industry.

Too often I see companies acting as if they are monopolies, as if their competitors are unlikely to react or have little interest in capturing a market. The Internet is a good example. How many internet companies have really given serious thought to the potential competitive reactions of entrenched players? Have any of them considered long-term competitive responses? What about having plans in place that are robust to future competitive reactions?

No, marketing is also about competitive analysis, not just the “interesting and fun” tactics that permeate the web.

What about abilities

Again, to think about marketing, you also have to think about a company’s ability to survive in the marketplace. I am not talking about financial capabilities, although that is part of the story. What about the culture, the remuneration of the sales force, relations with distributors, suppliers, etc.?

Some companies focus squarely on customers and even think about competitors. But these same companies often overlook their ability to deliver what customers need or their delivery system’s incentives to get the job done.

No, marketing isn’t just about tactics, it’s also about understanding your own business, its capabilities and its weaknesses.

So what is marketing?

Marketing is, in fact, the analysis of customers, competitors and a business, combining this understanding into a comprehensive understanding of existing segments, deciding to target the most profitable segments, positioning your products, and then doing what is necessary to achieve it. positioning.

How to deliver on a positioning? Well, that’s where the tactics come in. By branding well, by advertising properly, by communicating via email, letters or whatever, but all of this in a way that is consistent with the analysis that marketing is really responsible for.

If you want to get involved in tactics, that’s fine. But just think of artists, sportsmen, doctors and scientists, and wonder if in these other fields (which, by the way, are all as creative as marketing) it is enough to understand tactics. I think what you’ll find is that tactics alone won’t get you very far, but tactics paired with a strategy based on great analysis will get you exactly where you want to go.

So before hiring consultants and networking with other marketers (as suggested in this “other article”), make sure you understand what marketing is so you don’t just become a tactical pawn, but someone who can ultimately lead the entire marketing campaign. .

Happy marketing!

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