I’m not the first to ask this question, as I was inspired a bit back by Bill Smith of AED who challenged us social marketers to balance the scales more between the promotion side of marketing and the product side of marketing. And it was again highlighted in the Social Marketing Quarterly’s Summer issue.
Now, some people when they hear products–the hairs on the back of their neck raise. How can marketing products be in line with social marketing behaviors? This is because some people align a “product” with “revenue.” Then, it just gets sticky–often, these arguments are short sighted in my opinion. Before I get completely side tracked from my original purpose of this post, let’s keep moving forward.
I like the concept of “social products” also because it’s a moment to be creative. What products could exist that would help us live healthier, happier? Thus, instead of creating yet another 30-second PSA, take time in the conference room to consider the product side of marketing.
There’s more research available about leveraging products in a social marketing strategy, but I like how Nedra Weinreich sums it up on her company Web site:
“In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem. The role of research here is to discover the consumers’ perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem.”
Some Examples
Do you know where all the social products have gone? Feel free to share examples or future ideas.
]]>Backing up, you have to have a clear understanding of what marketing is and what marketing is not to make such a judgment. The American Marketing Association defines marketing as:
“Marketing is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
Now, let’s say you get that definition…and lets even go as far to say that you have some marketing experience and academic marketing background…is everything marketing?
What if you have none of these…what’s your perspective? What’s your view on marketing then and – is everything marketing?
I ask this question because of one observation I made the other day getting off the metro…
A homeless man stood need the escalator and asked for a quarter. Walking further along, I saw a homeless man sitting, with his cup on the sidewalk as he read a book. And it occurred to me, that the man by the escalator who asked for a quarter is smart – in a marketing way. But, I don’t think many people other metro goers would pick up on this…but this is why I found this man marketing-smart:
So, I ask you…is this marketing? I would say yes. Is everything marketing?
From my perspective, because I’m so entrenched in my marketing world, I might say yes (though realistically and in academia, it is a big, no.) But, I would say that everything might be considered…strategic communication. My undergrad major is strategic communications. I think this might be a better way to approach the question…is everything marketing? No, but everything involves strategy.
This question is similar to other statements like…everyone is selling something or everything comes down to sales. I bet some of our corporate friends and corporate agencies would sure feel like its that way! In regards to how the infamous ‘Double-Ds,’ data and dollars, seem to drive many organizations.
(as a disclaimer, I know the dangers of using absolutes like everything, never, always…but I wanted to use it for dramatic purposes….perhaps dare I say, to be strategic?)
What do you think?? Is everything marketing?
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