What is “marketing”? But seriously!

Do you think it´s necessary to fully understand what “marketing” is? Maybe you already know that. Maybe you read a lot of definitions about marketing. Which one was the best? Can you remember it? Okay, it´s a fact, we have a lot of definitions what “marketing” is. The best one is the one you understand best. But if you prefer, look at this one:

Marketing is a process. It´s a process of creating a product (physical product or service – according to people´s needs). Then it´s a process of its packaging and delivering it to people. Marketing is a preparation of the product and delivering it to the market in such way that we get the most reward (money) possible – let the customer is very happy (because of valuable product) to pay more :)

Understood? You create “the right” product that people need and will want to buy. You create “the right” product (physical product or service), wrap it to attractive package (ecommerce design, product pictures, product description - in case of ecommerce) and deliver it (Advertisement? Goodwill?) to customers. What next? Do you know why people “do” marketing?

People “do” marketing because they simply want to sell their products. The purpose of marketing is creating desire – let people want your products.

Do you think it sounds complicated? Maybe it sounds. But it´s very easy and especially it´s natural. For example, good marketing is, when we do what people want. You do what your boss wants. You do what your girlfriend wants. And so on and so on.

There are two groups of people. The first group thinks marketing is easy because it´s only about the advertisement. What do you think about it? The second group thinks marketing is very difficult and complicated. What do you think now?

Let´s look at this example. I know a company that has never been doing “marketing”. I mean the way most people think marketing is (only advertisement). They built stable and profitable company based only on good relationships with customers. Interested in which sector is this company? It is a wholesaler of school and office supplies. Is difficult and complicated to have good relationships with customers? The company did it in a purely natural way. They wanted to sell their products, they packaged the products with good communication and interest in the customer and delivered the products straight to the customer – with a sincere smile on their faces and positive attitude. This process left very pleasant feelings to customers, so customers came back to buy products from the company again and again.

Is it difficult and complicated to keep products (physical products or services) at the required level or a level above customer expectations? This is what marketing is about and don´t say it´s difficult. Maybe you think it´s not enough to keep only customers relationship nowadays. You think right.

The best, the best… Is everything the best?

Next time you walk around the city or watch offers online, see how many offers or companies are titled as the best. Weird. Isn´t it? The best restaurant, the best laptops online, the best gasoline, the best computer offers and so on. Think of another example. But really, think about it. How many such offers do you remember?

There is something more. The best and the cheapest offers. Where did we get it? Okay, let’s don´t fight with it. It’s in us. We want to get the most out of things for the least effort. Just turn on your imagination. Imagine the car of your dreams for a little money. Let´s say it would cost ten bucks. Or imagine the house of your dreams for a little money. Or a chance to visit your desired place on the Earth. Or to have triple orders increase from your ecommerce site. Would you accept such offers? Of course!

It´s not important to promote your business as “the best”. Many companies are “the best”. Then people are confused and sometimes disappointed with provided products (physical products or services). Your attitude to customer and customer satisfaction is important. “The best” is subjective. Don´t promote yourself as “the best”. Make your customers perceiving you as THE BEST!

People are not stupid – or what do you think?

Let´s talk again a little bit about “the best”. We have another example. Imagine an ecommerce site titled “the best”. For example, “The best and cheapest laptops”. Or “The best and cheapest electronics”. Now imagine someone visits mentioned ecommerce site and what does he see? Poor disarranged graphics, old products, slow page loading. Do you need something more to understand that this ecommerce can´t be “the best”? The visitor probably won´t get back.

Did you hear something about “marketing tips and tricks”? Better to say, how do you perceive them? When you get out, watching TV or surfing online? Can we agree that they are annoying? Or misrepresented? Let´s look at another example. You walk on the street and you see two smiling sexy girls next to small table full of papers. You would like to talk with them, but you subconsciously know they will want SOMETHING from you. And this is annoying. Okay, but what about this? You walk around them and one of the girl will give you a small gift and then she will say “have a nice day”. Better? Now you’ll be curious “what is going on”? Would you be surprised? This example is typical also in ecommerce. An eBook or something similar about “XXX” for free. You click on it and it asks you about your name, email address, telephone number, birthdate… You subconsciously know that after filling this fields, you will be “bombarded” with huge amount of promotion emails. For example. People are not stupid! Keep it in mind.

“Real Marketing Strategy for Ecommerce” is about creating an environment where people are happy to provide their contact details and they feel good and positive, not annoyed. Deal?

Product is like a gift. Surprised?

Do you think it´s necessary to fully understand what the “product” is? Maybe you already know that. But if you prefer, look at this:

Product (physical product or service) is something finished (do you want to buy something unfinished, not fully working? Or half-done service?) and it´s offered for exchange for something valuable (money in most cases).

The product is like a gift. Or should be. The gift we are giving to loving person is always “finished”. Do you prefer to give a gift, which is not fully working or half-done if it´s handmade? STOP and think about it! If you are not clear about this, please read again.

Only “product like a gift” will make your customers surprised and satisfied. They will get what they need, fully finished and fully working – fulfilling their needs without any further complications.

… is everywhere

Yes, yes. Marketing is everywhere and it´s natural. You read about it in the foreword part. I think there is nothing special to explain. You just must realize it. Can you imagine some examples? I will help you.

• You won´t sell tickets for the ski lift when it´s hot summer and there is no snow in the area of 1000 kilometers (or miles :)
  
• You won´t offer Christmas gifts when it´s 26th of December.
  
• You won´t do so-called “Black Friday” when it´s Wednesday.
  
• You won´t offer nails and screws on your ecommerce site focused on computers. Or will you? :)
  
• You won´t offer goods which you can´t provide.
  

Okay, now it’s your turn. Think about other examples that do not make sense. Seriously, do you get it? It´s time for examples like these:

• Surely, you will offer refreshing cold drinks somewhere on the square when it´s hot summer and people are obviously very thirsty.
  
• You will offer free, fast and reliable delivery for desired products from your ecommerce.
  
• You will provide telephone and chat support on your ecommerce site to fulfill customer requirements and the customer questions are answered very quickly.
  
• You will provide real sale prices and tell truth about discounts.
  
• You will provide money back guarantee as a sign of seriousness of your ecommerce company.
  

Please remember “how people think” and ask...