Why does marketing exist?

In the midst of all the things we could be talking about in marketing … optimizing marketing automation, content marketing, social, inbound vs. outbound, etc.,  sometimes we’ve lost track of what marketing is – we can’t see the forest for the trees.

Why does marketing exist in the first place?

Marketing enables a business to provide information about its products and services to prospective customers. You’re letting people know what you sell, what it’s for, why they might care, and the benefit they might gain from using it.

Then, the customer gets to decide if it’s really something they can use and if the cost to get it is worth the value it might bring them.

Homer Simpson may also wonder why marketing exists!Customers often decide value in conversations with sales, but they’re determining if they think you’re worth the time in every interaction before that.  And that’s where marketing comes in – influencing these touch points in a positive direction.

Classic Advertising

There is no evidence that classic advertising, for example, ever induced someone who wasn’t already a potential customer to buy anything. For example, I’m unlikely to buy a refrigerator f I don’t own a place to put it or have things that need to stay cold.

Only if I already have a home, business, or other location where I need a refrigerator am I likely to pay attention to advertising for that particular product.

What classic advertising does, however, is inform consumers that products exist, that there are solutions to problems that those consumers might have, and the benefits of one solution over another. You can have the greatest, best product in the world, but if no one knows it exists, no one’s going to buy it—you need marketing.

Digital Marketing

Digital marketing has expanded our ability to deliver messages in new and novel ways. We can engage with current and potential customers like never before through a social media thread, chatbot, or even providing real-time personalization of the website experience.

We can discover what people are looking for, dig into the intent behind why they’re searching, find related questions-and-answers and address all of them through our site, ad copy, and remarketing. Simply put, our capabilities for on-point advertising are far greater than they have ever been.

But in the midst of implementing new technologies, optimizing websites, and enabling sales, we need to remember what our core business is:

To inform and educate those who might be interested in our products and services about their potential, effectiveness, and availability.

When we focus on our mission, we can see clearly how marketing and sales must be aligned in order to sell products. We know that we’re in it together, educating the right population, having conversations through different media, and ultimately, helping consumers make the best buying decisions to achieve their own goals.

So, what to do?

Revenue Marketing Basics (Free course)

We have a free online course, Revenue Marketing Basics, that walks you through an evolved view of marketing’s purpose – and how to connect it to driving more revenue (which makes everyone happier).

Or, you can read more resources here!

You May Also Like…

Marketing Operations

Increase efficiency. Remove roadblocks.

Customer Experience

Wow Your Customers

Lead Management

Accelerate Leads to Revenue

Digital Transformation

Turn Strategy Into Action

Martech Stack

Does your MarTech Stack … Stack Up?

Inbound Marketing

Right Channel, Right Message

Account-Based Marketing

Accelerate ABM Success

Flexible
Options

Four options. One result: Greater marketing-sourced revenue.

Marketo Engage

Marketo Platinum Partner

Pardot

Accelerate Leads to Revenue

Salesforce Marketing Cloud

Salesforce Certified Silver Partner

Salesforce CRM

12 Years of Integration Experience

Partners

Additional Technology Platforms

Oracle Eloqua

Oracle Platinum Partner

Adobe Experience Manager

Provide world-class experiences

Revenue Marketing University 

Training for marketers of all skill levels.

F5 Logo

F5 Network's Case Study

How a Network Security Giant Unified Global Marketing Operations

F5 Logo

Rackspace's Case Study

How a Cloud Solutions Provider Unifed And Expanded Global Marketing Capabilities

F5 Logo

GE's Case Study

How a Global Leader Drove Transformation At Scale

TraceLink’s Case Study

How a Supply-Chain Solution Provider Built Crucial Capabilities For Revenue

Xylem's Case Study

How a Global Water Solutions Company Nailed Marketing Automation To Win

Gilbarco Veeder-Root

Gilbarco Veeder-Root's Case Study

How a Global Fueling Leader Transitioned To Win

Telecomm Case Study

How A Multi-Channel Inbound Strategy Achieved A 600% Increase In ROI

A credit card, representing a Fortune 100 client of The Pedowitz Group's

Financial Services Case Study

How a Fortune 100 Credit Card Company Closed The Loop On Revenue

Resource Hub

Read, Watch and Download

Trending Topics

Our Most Popular Content

Blog

Our Latest Articles

CMO Insights

Hear From Industry Experts

Get Timely Insights

Take an interactive assessment and get immediate results

About TPG

How are we different? Get to know us a bit better!

Careers

Learn more about working here

Case Studies

See real results from customers just like you

How We Work With You

How can we help you?

Partners

Learn about some of our Partners.

Introducing: The Loop

 

Revenue models are outdated. Here’s your update.

About TPG

How are we different? Get to know us a bit better!

Careers

Learn more about working here

Case Studies

See real results from customers just like you

How We Work With You

How can we help you?

Partners

Learn about some of our Partners.

Introducing: The Loop

 

Revenue models are outdated. Here’s your update.