Change...the ultimate marketing strategy

Updated: Nov 14, 2019

What is marketing? No, seriously, ask yourself. It seems that every time I tell someone that I am a marketer, they immediately follow with "Oh, so you're in advertising?". While that isn't entirely inaccurate, it isn't true. Advertising is simply a part of marketing, but it isn't marketing. There are so many things that play into marketing, that advertising alone simply would not be satisfactory. I could go on and on about how marketing involves research and campaigns etc., but to put it simply. Marketing is about creating a change.

I never quite knew how to explain marketing in a simple manner, until I read a book by Seth Godin called This is Marketing. In the book he explains how marketing is a movement of change. The sole purpose of marketing is to create a change in how consumers view your business, your product, your store(s), your story etc. It is changing the way consumers experience what you have to offer. In order to grow, you must evolve. If you want more traffic, broader reach, more customers and more money, you must be open to changing some things around. Some may be hesitant because not everyone enjoys change, but you can't expect different results by doing the same thing ( Albert Einstein's definition of insanity).

If your business isn't performing as well as you'd like or you are wanting to grow your business, consider what aspects of your business you can change. By hiring a marketer/sales consultant/business consultant, you can get the opinion of an outside source. This is beneficial because sometimes it is hard to recognize areas of improvement within ourselves and our own business(es). Incorporating even a small change can make a huge difference. I know there's that old saying "If it isn't broken, don't fix it", but there aren't many things (if any) that wouldn't benefit from improvement.

"In life, change is inevitable. In business, change is vital"- Warren G. Bennis

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