In 2005, Seth Godin wrote a post about marketing having a marketing problem.
Strangely enough, 13+ years later, not much has changed.
In the UK, Marketing Week has been writing regularly about the need for marketing to recruit young people into the profession.
Around the world, we’ve seen marketing and advertising become synonymous for each other.
Now, if you go back and look at Seth’s post, you see that he was ahead of his time by predicting that marketing had a problem.
The challenge today is what do you do about it?
First, we need to get clear on what marketing is:
Simple, it is an exchange of ideas.
If you get someone to change their position on a topic, congratulations, you’ve been in marketing.
Second, we need to disconnect marketing from advertising.
Advertising isn’t marketing. Advertising is a tactical practice that works to convince or sell, but it can’t really be effective without the strategic idea that drives marketing.
Finally, we need to get back to doing the kind of marketing that can make us proud. The kind of marketing that shows empathy for our customers and the people we work to serve. The kind of marketing that is focused on making the world a better place, not just trying to make a quick transaction. The kind of marketing that is focused on impact.
Or, maybe I’m crazy.