You don't get results with the services you provide. We repackage and reuse content to mislead customers, convincing people to spend the money they don't have on things they don't want, all with the specific objective of earning revenue and profit. Businesses sometimes have a bad reputation and marketing stands out especially, especially advertising. Even businessmen often have deep suspicions about marketing.
It is widely suspected that it tries, with all the intelligence, technology and cunning it can offer, to get people to want what they don't need, that it overpromises and exaggerates what can be offered and, what is worse, that it exploits people's vulnerabilities to make them value, want and expect unattainable and undesirable. This criticism amounts to an attack on marketing ethics and, by extension, on the companies themselves. Marketers are responsible for creating and communicating their company's positioning and messaging. The problem is that they do a poor job of communicating internally with their bosses, sales team, finance, customer service, operations, etc.
It's time for CEOs, marketing and sales professionals, and other business executives to work together to create a new definition of marketing. Marketing plays an increasingly integral role in business growth, but research shows that it still has work to do to change its perception as a coloring department. By communicating your efforts in a timely and effective manner, you can avoid many of the problems that give marketing a bad reputation. A key objective of brand marketing is to create content so that each piece achieves a unique and very specific objective.
It's the goal of your conversion to brand marketing, allowing you to manage your reputation without fear of persistent negativity. However, I read the Marketing Week article on the need to change perceptions of marketing with interest and with an expression of pain. From the brands that marked the queen's death to the need for socio-economic diversity in marketing, it's been a busy week. Marketing is plagued by this same stock inflation, perhaps because it's the same discipline that created those flamboyant titles in the first place, since people were challenged to talk about the benefits and hide the disadvantages of these jobs, which often require a lot of work and light rewards.
Whether you have an outdated brand looking to reinvent itself or a startup that wants to take the plunge into a new industry, brand marketing can be a powerful solution. The theory of brand marketing dates back to the 1950s, and it could be argued that merchants have tried to take advantage of their reputation ever since humans have sold and exchanged goods. Degrees like Marketing Specialist come to be general job descriptions for just about anything, where the main qualifications are enthusiasm, the ability to work on events at odd hours and, hopefully, some basic writing skills. The reason marketing has such a bad reputation, that they call it unnecessary or useless, is because some marketers promise the world on a silver platter.
Retailers seeking to expand their brands globally face the same challenge: achieving cultural relevance while providing scale, efficiency and profitability for shareholders. So, instead of trying to please everyone and possibly spread the truth in the process, I vote for a new marketing hierarchy. What I tell my clients (and my friends) is that I really love high-quality targeted advertising. Of course, I'm a marketing nerd, so it might be a little further than you really need to go.
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