Marketing Doesn’t Work

Written by Bloody Marketing

07/07/2021

So, you think that marketing doesn’t work?

And hey, that’s fine. We’re all entitled to our opinions.

Marketing Doesn't Work Bloody Marketing!!

Buuut I’ve got a job to do here: to convince you otherwise. So I’m going to need you to go ahead and look at my next GIF.

Marketing Doesn't Work Bloody Marketing!!

Marketing DOES work.

Marketing DOES work.

Marketing DOES work.

… No?

Alright, let’s try another.

Marketing Doesn't Work Bloody Marketing!!

Give us your money.

Give us your money.

Listen to the frog.

 

The frog knows.

Nothing? Jeez, tough crowd.

Guess we’ll do this the “proper” way, then. Thanks for nothing, Derren.

Real talk

You are actually correct. Marketing, in many cases, does not work at all.

But here’s the rub: the marketing that you are thinking about isn’t actually marketing. It’s “marketing”.

Marketing vs. “marketing”

“Marketing” is off-the-cuff, patchwork, quick-spark advertorial flings that produce little to no results. It’s your paid ad words, your SEO manipulation, your fancy CRM tech tools. It’s your tradeshow booths and your charitable giveaways. It’s social media stunts, one-off magazine ads, and tender cuts of content. Sure, when used altogether as part of strategy, these things can and do make a splash.

But used disparately, without a cohesive game plan to unite them, these “marketing” tactics ain’t worth a dime.

Marketing Doesn't Work Bloody Marketing!!

Marketing – actual marketing – is all about process, planning and strategy. Before it does anything fancy, it gets to the root of a company’s value proposition. It gains an understanding of the brand, and the ways in which it might resonate with a particular audience. It establishes tangible goals. It combs through the details, digs deep, and uses data to cultivate growth.

These are the foundations of success. This is when marketing truly shines.

The importance of marketing

So why is marketing important? How, and why, can it be so effective?

It’s simple. Marketing is the bridge that connects your company to current and potential customers. Without marketing, any hope of increasing brand awareness would die on the vine. Sales would plateau, then plummet, then cease altogether. You could have the best product or service in the world – but if no-one knows about it, it might as well not exist.

I am now going to be so bold as to compare marketing to food.

Marketing Doesn't Work Bloody Marketing!!

I’m not the first to do it; many have observed that marketing is as important to companies as food is to humans.

Like food, marketing sustains. A brand must be fed and watered with awareness, engagement, and education in order to keep it going. It’s all about maintaining healthy and long-lasting relationships with your customers. Again, this is why quick “marketing” flings don’t work. They are like eating nothing but a bag of sweets once in a while. Fun and tasty, perhaps, but sorely lacking in nutrition. A real marketing strategy provides a daily balance of carbs, protein, vits, mins, and all the other good stuff, keeping your company running along happily and healthily.

I’ll stop there, before this metaphor gets any more ridiculous. Moving on!

The power of marketing

You don’t just want your company to survive; you want it to thrive.

Marketing is the engine that drives the growth of your company. And that’s what this is all about, right? Getting your product or service in the hands of as many people as possible, to help as many people as possible, and to make a nice healthy living in the process.

Marketing is the voice of your brand. And people want to hear it! If you shout loud enough, and talk some good sense, people will listen.

Marketing is powerful. It’s how you connect with people. How you engage them and educate them on the ways in which their lives can be improved.

We humans are simple creatures: we all just want better. Marketing works because it shows us, tells us, and reminds us that we can always have better.

The Dude abides.

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