The Common Misconception About Marketing

May 20, 2009 |

Just the other night I was catching up with old friends, when someone asked me what exactly I did for a living? I replied with my usual response “I help run the marketing department at a marketing consulting company.” I went on to tell everyone about the current projects I was working on and what that entailed. I must have bored them because a friend looked at me and said, “Gosh, I thought PR was supposed to be fun.”

At first, I tried hard not to laugh, but the more I thought about it, the more I realized there are many people who look at marketing as one-dimensional. They might believe marketing communications means buying promotional items or planning events and parties. In reality marketing is one of the more broad-ranged and diverse professions.

Maybe there is a big misconception that marketing is all fluff. The general public usually only sees the end result of a marketing effort: the funny commercial, the elaborate website, the eye-catching packaging, the YouTube sensation. But, really there is a lot that goes on behind the scenes!

Let’s use creating a commercial as our example.

People forget it took creative marketers to come up with the winning idea. It took copywriters to write the script for the commercial. It took strategic planning marketers to develop a story board. It took marketers with project management experience to coordinate the sound technicians, the videographers, and the producers. It took marketing researchers to determine the appropriate target audience. It took marketers skilled in marketing analytics to develop a strategy for testing the effectiveness of the advertisement. It took social media marketers to make the advertisement a viral success online.

My point in all of this is that marketing is a multi-faceted discipline that takes the personalities and traits of a diverse group of people. Marketing isn’t a one-man job where well-executed campaigns magically appear. It requires many people, countless areas of expertise, and thorough planning/analysis.

Has anyone shared a similar experience?

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