The Unconscious Marketer
by guest author – R.Coetzer
Everybody sees marketing in a different manner. Some see marketing as those exceptionally big billboards on the freeways, others experience the annoying telemarketers that phone you three times a day at the most unbearable times. But marketing is much more than that.
Marketing is the proses where everybody sits around the boardroom table brainstorming the most ridiculous ideas and then suddenly in the midst of extreme exhaustion a miracle happens. Marketing being all glamorous and glittery also has its pitfalls. If you look at the definition of marketing as stated by the American Marketing Association they have described marketing as follows: 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. So what are they really saying? Should we market a product in the way the consumer want to hear or should we market products for what they really are? Marketers should be seen as the most positive people in life seeing as they only surround themselves with the products strengths and not their weaknesses.
Take a pair of red stilettos. We don’t market them as the shoes that will kill your feet after 2 hours of dancing; we don’t market the blisters on your heels after the first time that you wear them. Instead we market them as the miracle heels that will automatically transform you into a Victoria secret model the instant you slip them on you perfectly proportioned feet and at the end of a night of dancing you have 15 telephone numbers of Christian Grey look a likes. But without marketing there would not be hundreds of different red stilettos.
After surviving the hideous telemarketers, annoying radio ads and billboards that make absolutely no sense, all of us are subjects to marketing and all of us are marketers whether you have a degree in marketing or not. You unconsciously market a certain brand every second of the day…