Marketing - Frequently Asked Questions

Here are a few questions I am often asked by clients and others when I tell them I work in marketing.

1. What's the definition of Marketing?

The simplest definition of marketing I have found is this: 'Marketing is all the activities which lead customers to make a purchase.' In other words it's activities such as radio and TV advertising, packaging, branding, promotion and PR, direct mail, Google Adwords, email and website promotion. Without these activities, almost certainly the sale would not take place.

2. How do you get started in Marketing?

Personally, I had a circuitous route into marketing, starting out as a Chartered Accountant and eventually running a direct mail company before becoming a copywriter and marketing consultant. For most people, starting out from college or university, the route is through a marketing or promotions agency, or through the marketing department of a large organisation. What I would suggest, these days, though is that the courses provided by organisations such as the DMA or IDM give comprehensive coverage of both the basics of Direct Marketing and advanced techniques relating to online and Web 2.0 marketing.

3. What's the difference between advertising and marketing?

Many business people are confused by the terminology. As I have mentioned in FAQ 1 above, advertising is just one of the strategies which make up marketing. They think that by putting an advertisement in Yellow Pages, they have done their 'marketing' for the whole year! And if it doesn't provide them with lots of new customers, they say 'Marketing doesn't work for me'! If only they would allow their business to put in place a proper marketing strategy, they would be able to see the power of marketing!

If you would like to use my skills to improve your marketing, please click here to send an email to me and outline your requirements, or call me on 01803 875522. I'm always happy to have a chat!