Marketing is about making potential customers aware of your products or services. And the Marketing Mix is how you balance your investments across different ways to achieve this.
As recently as 100 years ago, marketing was hardly practised and didn’t have a name. Yet now, with so much choice of things to buy, businesses need to get our attention and grab our interest. They need to find ways to create a market for goods that our great grand-parents couldn’t have conceived of, let alone needed. So what are the different strategies they can use to do this? That’s the Marketing Mix.
I think Neil Russell-Jones strikes the nail perfectly in his introduction to the Marketing Pocketbook:
‘Marketing is not a department or a group of people.It is an ethos, that is a type of thinking that must flow throughout an organisation and permeate every aspect of its operations.’
What he means is that we should not leave marketing to ‘the marketers’ and we should not consider it a distinct activity from any other aspect of running our business. Every aspect of every organisation from a multi-million-mega-corp to a sole-trader; and from the biggest Government department to the smallest cog in the Big Society machine needs to reflect the need to get a positive message out.
The game has changed: the rules are the same
The game of marketing has changed out of all recognition in the last ten years. The web and social media marketing channels have taken over and present us all with a huge amount to learn about how to use them effectively. Luckily, for the moment, the rules are the same – in the sense that they are defined by human psychology.