Are “selling”, “branding” and “advertising” actually part of the “marketing” realm? Or, are they mutually exclusive, or somewhere in between?
In an article appearing on the Entrepreneur website in 2008, the father of “guerrilla marketing” and a certified marketing guru, the late Jay Levinson, described marketing as “any contact that your business has with anyone who isn’t a part of your business”.
“Marketing is the art of getting people to change their minds. “Many business owners think it’s a bunch of things that it isn't,” Levinson said.
He suggests thinking of marketing as the business of creating desire or motivating people to act.
“Marketing is actively promoting a product or service,” says James Heaton, president of Tronvig Group, a Brooklyn-based marketing strategy and advertising agency.
“It’s a push tactic. It’s pushing out a message to get sales results. Buy our product because it’s better than theirs. Or because it’s cool, or because this celebrity likes it, or because you have this problem and this thing will fix it.
“This is oversimplification, but that’s it in a nutshell.” But this is not branding, he adds.
“Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room.
“It’s what sticks in your mind associated with a product, service, or organisation – whether or not, at that particular moment, you bought or did not buy.”
Brand strategist Jacky Tan says a common misconception is that while some companies may still get confused between the two, marketing is not the same as selling.
“The goal of marketing is to make the selling environment better, while the goal of selling is to make a sale from a customer,” he explains in an article on the Business2Community website.
“Marketing is about making consumers buy because of the brand first, then the product and the person,” Tan says. “Selling is about making consumers buy because of the person first, then the product and the brand.
“Creating a brand that is relevant to the targeted group of consumers is marketing. Interacting and pro-actively asking an individual consumer to consider one’s products and services is selling.”