The goal of your marketing is for you to be the business from whom prospects and customers choose to buy, or with whom they choose to do business, among all other possibilities.
Marketing And Advertising Are Not Synonymous
Marketing is the overarching strategic purpose that determines the means and efficacy and even the possibility of educating customers about their choices in the marketplace: who your product or service will be a good fit for, and who it won’t.
You come away deeply understanding who your prospective customers are and the reasons why
Advertising is the execution of your marketing plan. It’s directed to your target market group, or a segment within your target group, determined by your marketing plan.
A new kind of consumer has emerged in the marketplace that is forcing your company to respond to a new way of getting customers. These new kind of customers are not looking for transactions. They are looking for companies with which they can establish lasting relationships.
They are the defining force of the new marketplace. They respond to the marketers who best addresses their needs by the way you respond to them — the way they perceive your company treats them; engages them.
The first thing to know about marketing is that perceptions are reality.
So perceptions, not products, are what you are “selling”. And your prospect’s perceptions of your product or service are what your prospects are “buying.”