The Existential “Why” of Marketing: Part I
Whether you are brand new to marketing or have been dabbling in it for years, there is bound to come a time when you contemplate the greater meaning of it all. What is the purpose of this time-consuming social media campaign? If a new podcast is released and no one is around to listen to it, is it even a podcast? Being engulfed in day-to-day marketing tasks can make the overarching reasoning out of reach. Now we’re not here to cure you of your existential angst, but we will give you an answer to the existential why of marketing. This list is short and sweet, and you’ll be able to get back to Nietzsche before you know it.
The Purpose of Marketing Is…
To establish trust. If you are consistent in your brand, have a clear mission, and provide a product or service that is beneficial to people, you are presenting your company as trustworthy. If you have a strong marketing presence, it suggests that the company has its ducks in a row. It also implies that the product being sold is of greater value. Just by presenting it in a responsible way, your company will become associated with trust.
To get more hits. The more you market, the more people go to your website. The more online content you produce, the more pages and keywords you have on your website. The more you update your website, the more relevant you are to potential customers. This leads to better Google rankings, which leads to more visibility, which potentially leads to more sales. It’s the circle of life. And it moves us all.
To put valuable information out into the world. Where do you go to find answers about things you are not well-versed in? You seek out reputable sources of information, right? Well, it’s the same process for your potential customers. Your company is a reputable source in its own industry, which puts you in a prime position to educate the masses. In our current knowledge-hungry society, pumping out reliable information develops awareness of your company, helps people who are looking for answers, and establishes trust with customers (see #1).
To be cheap. Okay, that’s not really the purpose, but today’s landscape does allow everyone to get in on the action regardless of their marketing budget. Some of the most valuable marketing platforms, such as blog posts, social media, and podcasts, are either free or relatively cheap. Online relationship-building and company branding can lead to exponential growth, and it doesn’t require a multi-million-dollar budget to be successful.
Brand awareness. The customer lifecycle is often clunky and complex, but the first step, awareness, is simple. Get your brand out there. Spread the word as far out as you can. If your product or service is something that people want, and if your brand is relatable, the customers will come running.
The here and now of marketing is an exciting place to be. More than ever, the essence of a company matters, and rather than how well you advertise a product. Success is determined by how well you are able to convey the philosophical side of your company to the world.