Ou pa konnen ki sa Maketing se

Eske ou te panse anpil pawòl la maketing? Menm jan ak anpil mo, definisyon an te defòme ak rdefini sou tan. Wikipedia bay definisyon sa a:

Maketing se yon pwosesis kontinyèl nan planifikasyon ak egzekite melanj la maketing (Product, Pri, Mete, Pwomosyon souvan refere yo kòm 4 Ps la) pou pwodwi, sèvis oswa lide yo kreye echanj ant moun ak òganizasyon yo. Wikipedya

searsandroebuck1900Son pèsonèl, hein? Maketing chanje paske mache chanje. Kòm mache yo te grandi epi yo te adistans konekte ak konsomatè yo, sot te modifye ki jan yo vann pwodwi yo.

Sèvi ak katalòg ak piblisite jounal ... ak gradye nan piblisite televizyon, la mache in machete pèdi.

Doc Searls rele sa nou ap fè Ach nan Maketing nan tèt nan chapit li byen ekri, Mache yo se konvèsasyon nan Manifès Cluetrain la.

Pwoblèm nan ak nouvo mache a te ke li te sèlman yon sèl-fason, ki soti nan "òganizasyon an bay moun nan". Nou bliye ki sa yon mache te reyèlman.
farmè makèt

Mache yo se moun, mache yo pa mwayen. Maketing se kapasite w pou kominike ak moun, se pa sa mwayen ou itilize pou kominike avèk yo. Mache yo se moun, tou, epi yo dwe itilize nenpòt mwayen oswa metòd yo kapab kominike avèk mache a.

Foto ki anwo a se trè fre. Pa gen signalisation, pa gen okenn feyè, pa gen okenn kol ... pa menm yon koulè tant diferansye yo fè distenksyon ant pwodwi ou. Jis moun. Moun k ap pale youn ak lòt. Moun k ap mache otou ak pwodwi nan men yo. Moun kap pale ak biznis la. Se pa etonan poukisa mache kiltivatè yo ap grandi nan chak vil! Kliyan ou vle pwodwi ou oswa sèvis yo, yo ap jis fatige nan pa ke yo te kapab pale ak nenpòt moun! Pa trè diferan de 100 ane de sa, se li?

Soti nan Blog la Photo 100-zan

Verite a se ke ou te bliye ki sa maketing is. Maketing se pa 4 freakin P la ankò. Maketing ap patisipe nan mache a. Maketing se pa mete kanpe yon sit entènèt, voye soti yon nòt pou laprès kèk, voye moute yon papye blan ak voye yon bilten. Maketing se reyinyon ak kliyan ou, oswa kliyan pèspektiv, ak kominike avèk yo onètman e sensèman.

Si ou pa kominike (sa a se pa sèlman pale, ki nan koute ak reponn), ou pa maketing. Si ou pa anbrase medya sosyal tankou blogs, rezo sosyal, mobil (kominikasyon), videyo (kominikasyon) ak imèl (kominikasyon) kòm ou prensipal mwayen, ou pa maketing.

Blog mwen an se sou swe teknoloji amelyore kapasite ou a kominike avèk mache ou. Se poutèt sa mwen gen tankou yon etalaj lajè nan sijè ak lyen - gen nan yon vag nan nouvo teknoloji ede ou. Chita tounen epi reflechi sou mo a maketing ak ki jan li te sòti, pa sa li te vin.

Foto modèn nan sit entènèt San Rafael. Foto mache 1908 soti nan la 100-zan Blog Photo.

4 Kòmantè

  1. 1

    I’m so happy you wrote this Douglas! I work in marketing but have been finding myself more and more at odds with the way it’s being approached and the way I think it should be.
    The reason I love social media is because it connects and re-connects us to our social needs.
    Marketing (the 4 p’s view) no longer works as it has in the past. People just aren’t willing to be told and passive anymore, we were never meant to live this way – we are social animals!
    Some might argue that digital formats are not personal and don’t invite ‘real-world’ participation but I believe the opposite is true.
    The more you learn, collaborate, participate in the digital world, the stronger your desire to do so with ‘real people.
    Thanks for this.

    • 2

      Thanks Lynn! I really appreciate the feedback and thank you for the compliments. It’s time that people started to really believe in their products and services – then it’s easier to sell and you need not exaggerate.

  2. 3

    Couldn’t agree with you more Doug.

    Somewhere along the way, marketing went from ‘Big M’ to ‘Little M’ in peoples minds. It equates really only to the promotional aspect with an emphasis on spin. We even still see this today in the political landscape where the job is to keep candidates ‘on message’. All of which has seemed to have led to a generation of marketers that think inside-out and focus only on the level of their creativity to break through the clutter in communications. This has led to some huge frustrations with the business leaders we interviewed for our book on this front … they view marketing as just a runaway cost center that doesn’t contribute to the business very much and needs to be controlled.

    You’re hitting the problem straight on here. This definition of marketing was never what I learned the discipline ought to be. At it’s essence, the job is more fundamental and important than most are making it … it’s a job of ‘building real and deep connections to what buyers value most’. It starts with understanding their needs and preferences completely so that your company is actually working on building products people want to buy and then focuses on authentic ways of communicating why customers might be interested. Shouting ‘buy my product’ is useless (noone is listening anymore anyway) … using social media and other forms of publishing content to establish connections is far more effective.

    I’m fascinated by the number of communities that are developing freely around these kinds of things … at times and places that we would have never thought of before in a marketing context. Thanks for your thoughts and your work here.

Ki sa ou panse?

Sit sa a sèvi ak Akismet diminye Spam. Aprann kijan kòmantè ou a trete.