SMIT DAVE

Marketing Enthusiast | Curious marketer | Thought provoker

MARKETING - Complicated by Sexy Jargon Jugglers

Right starting from the day we learnt 4P’s of Marketing, we have been continuously noticing

newer and newer terms, jargons and concepts getting introduced in marketing. While

academicians are trying to give new names to every single marketing efforts gone successful

for a set of companies, there are some really crucial questions to be answered. Are these

terms really for all newly explored concepts? Or have these terms suddenly evolved out of

something in the name of innovation in marketing?

Recently got to hear a lot

many people talking about

#InboundMarketing. Felt to go

through definition of the

same and here is what it said:

“Inbound marketing refers to

marketing activities that

bring visitors in, rather than

marketers having to go out to

get prospects' attention.”

(Source: Hubspot)

Mark the words RATHER THAN MARKETERS HAVING TO GO OUT TO GET ATTENTION

Marketing itself is ALL ABOUT GETTING OUT AND GAINING ATTENTION. In other definition

“Marketing is the adaptation of the commercial activities and use of institutions by the

organizations with a purpose to induce behavioral change on a short-term or permanent

basis.” The American Marketing Association most recently defined Marketing as "the activity,

set of institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large.”

(Source: wikipedia)

If getting customers attracted or gain attention towards you without you going out is Inbound

Marketing then ‘What was PULL EFFECT and PULL STRATEGY of marketing that we were

taught?

If definition of Inbound Marketing claims grabbing TG’s attention without going out to reach

them then Why is this concept widely and specifically using Digital platforms of marketing as

primary tool? Is it not a platform just like any other OOH, Media, TVCs, Radios and other such

tools? If yes then you are already trying to just use a mere media vehicle as touchpoint.

SMIT DAVE

Marketing Enthusiast | Curious marketer | Thought provoker

#InboundMarketing methodology (shown in picture above)

Attract > Convert > Close > Delight

How are these so called #InboundMarketing activities different from focusing on exact

touchpoints based on your TG defined by STP (segmentation, targeting and positioning)?

Trying to answer above questions, the only conclusion drawn can be that #InboundMarketing

is just a fancy & sexy word for Pull Strategy by using various platforms including Digital

touchpoints too. Targeted visitors coming in without you reaching the touchpoints (could be

any) is just like living in fantasy world defeating the concept of Marketing as whole. The only

condition in which it is possible is extra ordinarily differentiated and desired offerings

(product/service). And in such case there remains no need for you to market yourself.

Conclusion:

Seems modern marketing professionals like to use new terms and jargons at every steps that

may create some impressive speech or presentation in seminars/conferences/summits.

Bottom line is that everything you are finding innovative in terms of marketing is nothing but

a byproduct of the basics of marketing we learnt long years back. In absence of consideration

of those basics before you start consulting companies for marketing is like telling your

customers to hold their left ear with right hand in round about manner, which otherwise can

straightly be held.

Being experienced professionals lets encourage upcoming marketing generation to focus

more on basics of marketing as pillars of marketing success instead of redefining OR

renaming same things in sexy words or jargons from here and there. Lets Instill pillars before

discovering helipad space on rooftop of building.