THE REAL DEAL: WHY MOST MARKETING MISSES THE MARK FOR YOUR BUSINESS | MARKETING MYTHBUSTERS

There's a simple reason why your marketing isn't generating the results you expect. It's because what you're doing isn't marketing. Blog articles, social media, webinars, podcasts, ads, SEO, CRO, video, analytics, whatever— all of these things aren't actually marketing. They're tactics-based marketing communications. If you're not regularly speaking with customers to understand their pain points, their future plans and goals, and the behavioural drivers that underpin their buying decisions, you're not doing marketing. If you're not conducting research that's fed back into sales, product management, R&D, and strategy development, you're not doing marketing. If you're not reviewing positioning, targeting, segmentation, routes to market, sales distribution, or pricing, you're not doing marketing. If you're not looking at marketing operations, figuring out ways to get messaging out there quicker and more effectively, and getting regular feedback on what you're doing, All together now: you're not doing marketing. Now, that's not to say marketing communications isn't important, because of course it is, but MarComms is the result of marketing, not the source of it.