The New Definition of Marketing

This definition is long overdue, but it’s going to take a long time for perception of marketing to change. It’s evident in how internal marketing departments are perceived by others in an organization.

I believe that “Advertising” also needs a new definition. Here’s a quote that Denise posted on her blog for the definition of Advertising – “Advertising is the modern substitute for argument; its function is to make the worse appear the better.” – George Santayana

I agree, Caleb. It’s like teaching an old dog new tricks. Even with as young as I am, I’ve already seen a dramatic change in marketing techniques. I’ve been taught that print ads and commercials are the best methods of communicating, but that’s not the case at all anymore. There are so many (free) tools with which we can instantly communicate our ideas to the public that, to me, things like newspaper & magazine ads are becoming obsolete.

I love the quote you posted. That’s great. :)

This is an interesting topic to me because of my responsibilities at my church job before I came to the Garland Group…I was the “Communications Director” and responsible for advertising all events/etc at the church, and marketing it to the public. Lisa is right…print advertising still has somewhat of an effect, and that’s what has always worked in the past…but more and more I began to notice that printed materials wound up in “File 13” usually, and people didn’t read it even when addressed and mailed directly to them. We tried making flashy announcements on the big screens with powerpoint—- they somehow missed those, too. The info in the bulletins you PUT IN THEIR HANDS as they came in, also didn’t seem to get the word out… I think people are so inundated with info from all sides SO MUCH that they are beginning to tune it out. Only the verbal/dramatic “in person” presentations garnered much attention and “stayed” with them. Thus, using VIDEO has become a big thing since I left the church to work at TGG. And, lately, TGG has opted to add more video to our services and presentations…Guess it’s something about seeing that person’s face, hearing them say the words, and making it seem like it’s an individual message to THEM personally that seems to connect.

How does this apply to the banking industry? People are people, and I know for myself, I don’t read the stuff MY bank sends to me, esp if I can tell it’s a standard mass-mailer.

Roz

How about tackling all these at once: branding vs. marketing vs. advertising.