“Marketing” is one of those words that has lost its impact due to sheer overuse (and abuse).  Kind of like “love” or “industry-leading.”

Whenever a term becomes a descriptor for all sorts of things – some relative and some not so much – it tends to be ignored, even when used in the proper context.

That is a sad, sad etymological demise.

We feel “marketing” has qualified for the endangered word list and we have embarked on a program to save it from further abuse by linguistic poachers. Basically, we have taken radical steps to associate only marketing-relevant activities with the word “marketing.”

Marketing should mean a total program.  It should include research.  It should be tailored to the product or service and the target audience(s), and it should be measurable.  It should be greater than the sum of its parts. It should inspire a call to action because of its influential nature. 

Marketing is for those with vision, who incorporate advertising and public relations but see past the 30-second spot and beyond a press release to ultimately connect with the target audience in ways that create an understanding of the brand’s value. 

That, friends, is Marketing.