Chris Shugart on Marketing |
One of the common misconceptions of marketing is that it's all about creating demand. There's a fundamental problem with that idea. It implies that demand is something that doesn't exist until it's manufactured by a marketing professional. The successful marketer recognizes that demand for a service or product already exists in the mind of the consumer. It's up to the marketing professional to determine the specifics of that demand. This invariably involves research.
Effective marketing primarily involves finding out what sort of things a certain public needs and wants, plus an understanding of the reasons why. The marketer must then determine which needs and wants most closely align with their own particular products or services. Finally, the knowledgeable marketer draws up a demographic profile of their customers—who they are, where to find them, etc., and how to most effectively communicate to them.
Keep in mind that all good marketing plans depend on the essential viability of your product or service. Marketing should never be used as a remedy for a mediocre product for which there is little or no demand. Even when you're creating a viral marketing buzz, you must deliver in the end. A solid product backed up by a sound marketing plan ensures your brand and market position will remain strong and long-term.
