It seems like every few years, marketing landscape faces some kind of an apocalypse:
- First, TV is declared dead. Bet on the web instead.
- Then retail. Ecommerce is the one.
- Then segmentation. “AI is smarter”.
- Then CMO (Chief Marketing Office) position all but went away. Growth or Digital or Data Officer somehow sounded better.
- Then positioning. 🤦♀️
Yet, although the names are changing, marketing is chugging along.
It’s easy to be distracted by a new fad, new position name, new way of calling the old things by a new name.
It’s all just names, anyway.
What doesn’t ever change:
- How they make decisions
- How they think
- How they are not rational
- Selling (that’s what marketing is, isn’t it?)
- Good copywriting
What is marketing? Persuasive words (delivered in any form), which take people and their way of thinking and making decisions into account.
That’s it. That’s marketing. In one word: selling.
Everything else is trends, fads, new names for old things.