Why “Marketing” Sounds Like a SCAM
What is marketing?
Some people may say advertisement, SEO or SNS. Others may say lead-generation or branding. Those are correct. But it’s not enough.
According to Wikipedia, “The American Marketing Association has defined marketing as “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”. In short, marketing has a lot of activities. And those activities are named with some different viewpoints. That’s why a lot of “XX Marketing” are confusing and sound like a SCAM. I organized those viewpoints to 3 categories.
To understand those categories helps you to understand right marketing resources.
1. Workload
- Example
Graphic design, copywriting, content writing, email marketing, web marketing, SEO, ASO, PPC, advertisement, automation, cold calling, event, public relations, partnership, marketing research and etc. - Meaning
This category is more used for specific marketing channels or workloads to execute it.
2. Purpose
- Example
Branding, growth hack, inbound marketing, account base marketing, mass marketing, B2B marketing, product marketing, and etc. - Meaning
This category is used for a set of workload base skills to achieve specific process or purpose. It often covers both marketing goal management and channel execution.
3. Concept
- Example
STP strategy, 4P (Product, Price, Place, Promotion), S-Curve model, life cycle management, Chasm, funnel and etc. - Meaning
This category is more used to model marketing or to describe key concept of marketing strategy. It also has a close connection with business development.
Conclusion
Those categorizations are very rough. But you may see marketing is commonly described as “workload” base. Whenever we consider marketing resource, we should always keep in mind what we mean by “marketing”.
