My friend Mark has a post up riffing on the whole "we don't need your bloody marketing" thing that web 2.0 types tend to wax poetic on. And the post sorta makes me want to scream and shove sharp objects in my eyes.
Why? Because Marketing is, and near as I can tell always has been, the basis upon which virtually any good business has been built, and it misses the point completely. For the record, a-gain: Promotion is only a part of Marketing. An important part to be sure, but jeez louise people, it ain't the whole thing.
When I read things out there in the big world like "to be successful you have to have a product that meets a need, regardless of the marketing" or "the marketing was good, but they didn't get the distribution they needed" or "they had great marketing, but it was too expensive" it drives me batty. Marketing is all of those things. Anybody who thinks that somehow you can create something and then foist it on an unsuspecting public with enough ads and it will work must have a penchant for making their lives a living hell.
Marketing is, at its' core, recognizing a problem and then doing everything to profitably solve it. The best businesses stay completely focused on solving that problem in a way that resonates with their market. So for you webby startups out there, that's the thing to remember. It's not whether or not you can avoid spending money on advertising, it's how well you are making your customers' lives better.
Fact is, if you are doing real Marketing well, everything will be easier.
Tags: marketing
