Our brand does this to help, not for marketing…! The first time I heard this phrase, it seemed understandable… however, subsequent occasions I must confess that I was outraged. Why can marketing sometimes be seen as offensive? The answer is simple … for years, marketers have made marketing an activity focused solely on selling … at any price. Australia Mobile Number Database In fact, the most popular definitions of marketing always talk about sales … and in light of today’s reality, this is an outdated view. Marketing is no longer a discipline focused on practices to increase trade and demand in a specific market.
This is anachronistic. Marketing today involves solving problems through the generation of products and services that transform the reality of a specific group … and ideally, that also have a positive impact on most of the brand’s stakeholders . But let’s stop with definitions … and let’s go to the 3 problems of current marketing. 3 problems of current marketing 1 Marketers and many brands have an old and wrong view of marketing The first problem is that many marketers continue to do this anachronistic marketing and only think about sales … and that is a very myopic vision of the discipline, in addition to perpetuating its bad reputation. Making money is NOT fought with doing things better. When adidas creates the FUTURECRAFT.LOOP made from 100% recycled materials… it’s marketing! When Starbucks searches for coffee growers around the world and buys them coffee at the right price and then sells it in spaces that people love and are sometimes even served by seniors … it’s marketing! When Needed offers a live open class every week, with the leaders of the digital transformation, completely free of charge, thus gathering leads… it’s marketing! 2 Marketers and brands only want destiny … but they are not willing to walk the road From the obsolete vision of marketing comes the second of the problems of current marketing … marketers have chosen to want only results; actually processes have stopped mattering.
We want destiny … but we don’t want to walk the path, much less understand it. Let’s think of those gurus that abound on the web, some of them quite successful, offering instant marketing tips . (Its success is that all of its readers want the easy, Australia Phone List not the hard work.) It is not uncommon to see titles like 12 SEO tricks to double your traffic or 7 secrets to get thousands of followers on Instagram …3 problems of current marketing Let’s put aside that most of these tactics don’t work and think… Why do we as brands want more traffic? Why should we have more followers? As brands, as marketers, we have stopped asking those questions. We want the result. The process already seems irrelevant to us.