The essence of marketing

The essence of marketing -- Mervi Emilia Eskelinen

Marketing is telling a story, marketing is advertising, marketing is engaging with customers. All true, but with all the flash it's easy to forget what's in the essence of all marketing. Because, in its essence, marketing has a very simple and very obvious core, which you ought not to forget.

Marketing, by it's definition, is bringing a product to markets, building communication about the product and its features, benefits and other qualities.

In the centre, the core and heart of marketing is selling the product.

Marketing begins with planning and designing, creating the idea and format of the product. Even the production of a product is part of its marketing. The way a product is produced is as much part of marketing as the end result, the product. The product is what is being marketed, and the product is itself a marketing effort. All the qualities of the product, its look, feel, sounds, ideas around it, are part of its marketing.

"Marketing is bringing product to markets, and building communication about the product." Tweet this

The definition of a product is not limited to physical products. Product can be anything, including but not limited to an actual physical product, digital product or service, other type of a service, idea, brand, business, company, organisation or even a person. What ever it is, the product is where all the other marketing efforts sprout from and on which they are built. Product serves as a base for the marketing, and it works as the essential building block for the marketing.

Without the product there's no (point in) marketing. Product also can be and usually is part of marketing other products. For instance, when Apple presents a new iPhone or OS they also market their brand and their other products through it. You can use your product to sell your other products.

Whether your product are smartphones, coaching, handmade postcards, courses, stories, or an idea of a better tomorrow, you are building them to be shared.

In the essence, marketing is just that: Bringing your product out to the world.

Suomeksi (In Finnish): 

Markkinointi on toki tarinankerrontaa, mainostamista ja asiakkaiden sitouttamista. Mutta näiden kaikkien sähäkämpien seikkojen edessä voi olla helppo unohtaa markkinoinnin ydin. Pohjimmiltaan markkinointi on tuotteen tuottamista ja tuomista markkinoille. Se on myös kommunikaation luomista tuotteesta, sen erikoisuuksista, hyödyistä ja muista ominaisuuksista. Siksi markkinoinnin ytimessä on juurikin tuote. Markkinointi alkaa jo suunnittelusta, tuotteen idean ja muodon luomisesta. Jopa tuotteen tuottaminen ja tuottamisen tavat ovat osa markkinointia. Tuote on se, jota markkinoidaan ja tuote on markkinoinnin toimenpide. Tuote voi olla käytännössä mitä vain fyysisestä, digitaaliseen, palveluista ideoihin, brändeistä ja yrityksistä henkilöihin. Mitä tahansa se on, tuote on se josta kaikki muut markkinointitoimenpiteet versovat ja jolle ne rakennetaan. Se on markkinoinnin pohja ja olennainen rakennuspalikka. Ilman tuotetta ei ole (mitään pointtia olla) markkinointia. Tuote voi olla ja usein onkin osa muiden tuotteiden markkinointia. Esimerkiksi kun Apple tuo uuden iPhonen markkinoille se myös markkinoi brändiään ja muita tuotteitaan. Olivat tuotteesi sitten sitten älypuhelimia, valmennusta ja konsultointia, käsintehtyjä postikortteja, kursseja, tarinoita, tai ajatusta paremmasta huomisesta, teet ne jaettavaksi. Lopulta marketing on just sitä: Tuotteesi tuomista maailmaan.

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Mervi's picture

Hello there!
I'm Mervi Eskelinen

I'm an artist, nerd and creative business wizard, dedicated to help you build the business of your dreams, market your creativity, and find a meaningful way to support your lifestyle.