1 the New Basics of Marketing

Chapter 1
The New Basics of Marketing

When most people think of marketing the first thing that pops into their head is an advertisement. This leads many people to believe that marketing and advertising is actually the same thing.

They are not.

Here is the definition of “marketing” according to Wikipedia’s online dictionary:

Marketing is “the process by which companies create customer interest in goods or services.”

And here is the definition of “advertising” according to Wikipedia:

“Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon a product, ideas, or services.”

You can see by those definitions, marketing is much broader than advertising. Advertising is actually part of marketing. But it’s not the only part of marketing. Sure, advertising is a major part of marketing, but it isn’t even the majority of marketing. Don’t ever make the mistake of confusing advertising with marketing. The two terms are not interchangeable and marketing is much larger than advertising, more now than ever and continues to grow in scope.

Advertising is a big part of marketing, but it’s far from being the only part. Marketing is so much more. Therefore, in order to be successful in your marketing efforts you have to concentrate on much more than one advertising method.

Examples of advertising at work would be newspaper advertising, yellow page advertising, and magazine advertising. Handouts that you have your name imprinted on would be advertising, too.

Examples of marketing would be how you use the handouts that you had your name imprinted on, what method you use to give them to your customer or potential customer. This would also include posting on Facebook, Digg, and MySpace, LinkedIn, twitter or any other social marketing site.

The typical way of utilizing social marketing sites is to offer a discount that the customer is able to verbally ask for because of an e-mail that they got today or they saw it posted on your Facebook fan page. We will be covering all of these and more in upcoming chapters of this book.

Yes all these are different types of marketing avenues that you can take. It is all about boosting your bottom line by using marketing methods that are tried and true but also outside the box.

As a matter of fact, you might find that out-of-the-box marketing methods work better for you. What they say about marketing and advertising: Start by split testing your market, and split test it again. Most will say that split testing should be an ongoing process, I agree.

Split testing is used for a variety of reasons: To find the best price to sell a product for, the best name, the best type of package to sell the product in, among many others.

By split testing you can find out a lot of different information about your product and how the consumer views your product and how they might use it. Talking to customers that use your product have they found new uses for it? (Tip: Listening to your customers, they might suggest a new product for you and that is money in your pocket.)

Marketing also is the vehicle you drive, the clothes you wear, your customer service methods, right down to how you answer phone calls.

What is the first impression that potential customers get of you?

  • How you look.
  • How you answer questions.
  • How you answer the phone.
  • Are you on time?
  • How you handle billing.
  • What your website says or doesn’t say.
  • Be positive and cheerful.

This is just a short list of things that your customers will think of and about you on that first meeting.

The methods in which you can connect to your customer have changed dramatically over the last decade; there are more methods at your disposal to start with. We will cover as many of these as we can.
Rest assured, as new marketing methods come to the forefront, we will update the material in this book as well as on the website as quickly as possible.

I think you can see that there are a lot of different aspects that go into marketing.

In fact, everything you do is part of your marketing efforts. Sure, marketing is the mailing you do once a year, once a week, once a month or it might even be the phone call you make to see if your past customers need your services this year.

We can carry it a step further by saying that marketing is part of your brand and how you brand yourself is your one of your keys to your marketing strategy. We will be covering branding in this book as well.

We will be delving into social marketing, along with the tried and true newspaper ads, yellow page ads, weekly publication ads, email campaigns and more.

Here is a short list of social media that is available to us today.

Facebook is number one. As they say, 600 million people can’t be wrong. It is really hard to brush them aside as they are here adding e-mail to their mix. Some people seemed to measure their social self-worth based on how may Facebook friends they have.
Facebook also caters to businesses by offering fan pages, and that’s what we’re going to be talking about in this book.

MySpace started before Facebook but has been overtaken by Facebook by leaps and bounds. There still may be a place in your marketing plan to cover MySpace. Consequently, we will cover a little bit of MySpace.

Twitter is the 140 character bluebird on the block. A lot of people  made money with twitter and there’s reason to think that many more could. Twitter popularity seems to be on the downward trend (especially when compared to Facebook), but millions of folks use it daily, including many celebrities like Ashton Kutcher, Kim Kardashian, and Alyssa Milano. We will be offering more information about twitter in the book.

This is a list of the big three in social media. We will cover a number of other social media sites as well, such as Delicious, StumbleUpon, Digg, Reddit, Xomba, Mashable and of course YouTube and LinkedIn.

We will attempt to point you the direction of tools, tips and more on each of these social sites. We will attempt to cover the high points and the low points of each one.

Now don’t get us wrong:  All the old techniques still work but they’re not working as well and as often as we would like them to.
Most customers that have mobile phones are moving into the smart phone category. You might what to ask, what does that mean?
You will find that old marketing methods aren’t working as well and Facebook as well as other social media are growing in leaps and bounds.
To us, that means we need to move toward the marketing methods that are working, sometimes, whether we want to or not.

In closing of chapter one, after years of almost exclusive focus on media companies, the Internet has made public relations public again, and put you in control of as much or as little as you want.

By now you are on Facebook or some other social network and if you are not there you should start. It won’t hurt you at all, it will help you communicate with your customers.




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