Is everything marketing?
The other day I was having a conversation and someone made the remark that “Some people think everything is marketing!” This, as usual, got my brain thinking…..is everything marketing?
Backing up, you have to have a clear understanding of what marketing is and what marketing is not to make such a judgment. The American Marketing Association defines marketing as:
“Marketing is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
Now, let’s say you get that definition…and lets even go as far to say that you have some marketing experience and academic marketing background…is everything marketing?
What if you have none of these…what’s your perspective? What’s your view on marketing then and – is everything marketing?
I ask this question because of one observation I made the other day getting off the metro…
A homeless man stood need the escalator and asked for a quarter. Walking further along, I saw a homeless man sitting, with his cup on the sidewalk as he read a book. And it occurred to me, that the man by the escalator who asked for a quarter is smart – in a marketing way. But, I don’t think many people other metro goers would pick up on this…but this is why I found this man marketing-smart:
- Place: He picked a prime location, where people are coming and going, so there is higher traffic and a greater chance that someone would give money
- Price: He asked for a specific amount. If someone asks for money, nothing new. But, this was the first time I had heard a man ask for a specific amount, and I wondered if this saw a better return, a strategy so to speak that he had learned from experience.
So, I ask you…is this marketing? I would say yes. Is everything marketing?
From my perspective, because I’m so entrenched in my marketing world, I might say yes (though realistically and in academia, it is a big, no.) But, I would say that everything might be considered…strategic communication. My undergrad major is strategic communications. I think this might be a better way to approach the question…is everything marketing? No, but everything involves strategy.
This question is similar to other statements like…everyone is selling something or everything comes down to sales. I bet some of our corporate friends and corporate agencies would sure feel like its that way! In regards to how the infamous ‘Double-Ds,’ data and dollars, seem to drive many organizations.
(as a disclaimer, I know the dangers of using absolutes like everything, never, always…but I wanted to use it for dramatic purposes….perhaps dare I say, to be strategic?)
What do you think?? Is everything marketing?