Marketing Language Development
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This is an attempt to clarify the difference in the evolution of marketing terminology. Applying the same concept of language development in children to marketing, we would see that there have been many changes in both the marketing terminology and the marketing language used in communication with the consumers.
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Marketing Language Development
- 2. Nearly a century ago, marketing scholars began debating the question,“What is marketing?” and today, the Debate continues. Despite the simple nature of the question, the answer is complex.
- 3. And we would like to follow this whose name is synonymous with genius… “If you can’t explain it simply, then you don’t understand it well enough”~ Albert Einstein
- 4. JackTrout, a well-known author and business advisor, believes that… “marketing is simply figuring out what you have to do to sell your product or service for a profit”
- 5. With that concept in mind… Let’s see what we can do to reach that aim
- 6. Marketing People threw some words … A lot PUSH PULL PUSH
- 10. Literally pushing the message out there with the goal to create demand.
- 11. “Conversely, in a pull- marketing scenario, the customer ‘pulls’ your content or product towards themselves, because they are interested in learning more about it”
- 12. OUTbound marketing Looked in Many places, found similar results
- 14. According to
- 15. So, Where is the
- 16. Usually both Push and Outbound marketing find very creative ways of getting BLOCKED. Your average human today is inundated with over 2000 outbound marketing interruptions per day
- 17. Consumers are tuning out the noise. EVEN though, 90% of Marketing efforts are spent on outbound marketing today.
- 18. Is the difference between inbound/outbound and pull / push marketing lies only in the platform?
- 19. Or is the platform just one of the differences in the equation?
- 20. It’s the language that matters The big difference is not the platform nor the terminology… These are merely tools Ohhh, he talks like a robot .. A marketing robot
- 21. Consumers are confused Why can’t we make it simpler for them?
- 22. Why can’t they understand what we are selling? Consumers are STILL confused
- 23. Because unlike business, People have emotions, People want to feel something, People want to be included…
- 24. UNNATURAL LANGAUAGE And the Used in communication didn’t help, because…
- 25. UNNATURAL LANGAUAGE 101010101111 000011110111 #1 Even though push / pull strategies were two different strategies used to get the attention of more consumers. #2 The audience wasn't quite able to hear the message because the language wasn’t right .. #3 -The language wasn’t simple enough -It used words like words like “synergy” and “speeds and feeds” – to tell the stories of products -It never expressed a real consumer experience #4 & most of the dilemmas were faced with high tech and specialty industries like pharmaceuticals especially when they try to reach the consumer directly.
- 30. Inbound and outbound marketing joggles… & H2H Technology Evolving beyond traditional push/pull marketing to a more engaging and beneficial relationship with consumers The big difference is that…
- 31. This is a small attempt to clarify the difference in the evolution of marketing terminology Should you have any queries, or a different opinion, please let me know. Sarah Fouad sarahahmedfouad@gmail.com Readings: 1. Inbound marketing methodology. Hubspot.Available at: http://www.hubspot.com/inbound-marketing 2. Robert F. Lusch. Marketing’s Evolving Identity: Defining Our Future.American Marketing Association.Vol. 26 (2) Fall 2007, 261–268. 3. Bryan Kramer.There Is No More B2B or B2C:There Is Only Human to Human (H2H). Posted January 27, 2014. 4. Ashley McDonough. Push versus Pull Marketing: Overview and Analysis Introduction.AMAC Solutions © 2010